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BizReport : Mobile Marketing : March 29, 2007

Wide gap between mobile and broadband usage

Broadband may be fast becoming the online connection of choice, but surprisingly, those wanting to connect fast primarily do so from laptops and PCs. According to new research, only about 5 million broadband users connect through mobile devices.

by Kristina Knight

That represents about 5% of the total broadband audience. Why is it important that broadband users aren't connecting via mobiles?

"Broadband users represent an important audience to track as they have historically driven innovation of online applications by being the first to adopt and embrace new services on the Internet," said Jean Durall, Media-Screen's Director of Research Service. "Understanding this group of influential consumers will help carriers, content providers and marketers develop new offerings."

According to research from Media Screen, broadband uses are connecting via laptop and PC more than twice as often and completing more online activitiess. Broadband users complete 13.4 activities per Internet session while mobile users complete only 3.3 activities. Another intriguing finding is that though roughly 58% of Americans have a wireless-ready mobile device only 5% of them use that connection.

Extra fees, establishing and maintaining a connection are the main reasons for the lag between broadband Internet and mobile web users. As more mobile providers enter the mobile race, those pricing packages will likely decrease and connections will likely increase. Once this happens, mobile will be a more viable option for marketers wishing to target people on the go.

Tags: mobile advertising

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