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BizReport : Mobile Marketing : February 26, 2009

comScore: 'Light' users of PC Internet access mobile web more than 'heavy' users

Had someone asked me whether I thought 'heavy' or 'light' PC Internet users would be the most likely to access online content via the mobile web, I'd have gone with heavy, assuming that while not at their PCs they would still need their online fix. I'd have been wrong, according to comScore.

by Helen Leggatt

Use of the mobile Internet is growing with the number of people logging on while on-the-go rising 57% from October 2007 to October 2008. But it's not PC Internet addicts fuelling growth. According to comScore, it's 'light' PC Internet users (viewed 1,104 pages in the month of the study) that access the Internet via mobile the most - 30% more than 'heavy' PC Internet users (viewed 6,701 pages).

comScore found that 15.2% of 'light' PC Internet users downloaded news and information on their mobile handsets at least once a week, compared to 11.7% of 'heavy' PC Internet users.

Further data from the study found mobile Internet users are more likely to be men (58%) and aged 18-44, demonstrating uptake has been among more than just the young and digitally savvy.

Heavy mobile Internet users reflect this male demographic with their high engagement with websites featuring entertainment, sports and local/regional content, painting a picture of users with active lifestyles that, one would assume, naturally result in less time at their PCs.

"The findings affirm that mobile Internet users comprise a substantial segment of the population, and suggest that a significant portion of these people are using mobile to supplement their at-home online media diet," said Brandon Starkoff, VP/Mobile Activation Director at media agency Starcom.

"Understanding these emerging mobile behavior patterns is valuable to marketers looking for opportunities to increase scale and deliver valuable consumer experiences."

Tags: comScore, mobile behavior, mobile devices, mobile Internet, PC Internet

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