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BizReport : Mobile Marketing : December 02, 2008

Internet access via mobile booming in Britain

Britain is experiencing a boom in the use of mobile devices to access the Internet, according to figures recently released by Nielsen Online.

by Helen Leggatt

In just three months, the number of people accessing the Internet via a mobile device (not including laptops or via dongles) rose by 25% from 5.8 million to 7.3 million. That growth, which took place between the second and third quarters of this year, far exceeded that of new PC-based Internet users, which clocked in at 3%, perhaps demonstrating how the U.K. is nearing broadband saturation.

The report also found that those who access the Internet via mobile phones are younger than PC-based Internet users with around a quarter aged between 15 and 24, compared to 16% of all PC Internet users.

"The fact that almost 7.5 million Britons now access the web through their phone shows that mobile Internet is fast becoming a viable way for advertisers and publishers to reach important demographic groups," said Kent Ferguson, senior analyst at Nielsen.

Before making websites available on mobile devices, marketers should use an emulator to ensure their site is mobile-friendly.

Tags: Britain, broadband, emulator, mobile device, mobile Internet, mobile phone, Nielsen Online, PC-based

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