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BizReport : Mobile Marketing : November 07, 2007

Study: Mobile users want better 'Net access

It's all about the phone for mobile users - as long as that phone has mobile Internet access. According to a recent study from the Kelsey Group and research partner Constat, nearly half of mobile users are looking for better online access with their next phone purchase.

by Kristina Knight

According to the Mobile Market View study mobile users increasingly want access to local search and mapping capabilities via their mobile devices. 46% of users say better Internet capabilities will help decide their next mobile phone purchase.

In September, the Kelsey Group released their latest forecast for the mobile ad market. They predict mobile advertising will reach $33 million in 2007 and by 2012 will reach $1.4 billion. Local search is expected to drive the increase in revenue.

Matt Booth, senior vice president and program director, Interactive Local Media, The Kelsey Group said, “Growing mobile Internet usage and increased satisfaction with mobile Internet applications are among the converging factors that we believe point to a breakthrough year ahead for mobile ad adoption.”

Still only about 26% of users report actually signing on to mobile platforms. That could be because users are a little behind the learning curve, it could also be because some mobile phones don't have great access or simple navigation tools. Whatever the reasoning, it appears that more users are beginning to take notice of the mobile 'Net; with more users logging on it makes sense for advertisers to log on, as well.

Tags: mobile advertising

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