Nielsen Online, a service of The Nielsen Company, has revealed the first insights from the launch of its Mobile Media View – how mobile Internet is growing, the age of consumers using it as well as how the most popular mobile websites perform on the PC-based Internet.
According to Nielsen, from Q2 to Q3 2008, the number of Britons using mobile Internet increased by 25% (from 5.8 to 7.3 million) compared to 3% for PC-based Internet (34.3 to 35.3 million Britons). The mobile Internet audience has a higher concentration of younger users than PC-based Internet; 25% of mobile Internet consumers are aged 15-24 compared to 16% for PC-based consumers. Whilst, 23% of the PC-based Internet population is 55+, only 12% of the mobile Internet audience is.
Kent Ferguson, Nielsen Senior Analyst: "The first insights from the launch of Mobile Media View confirm two things – that when it comes to the Internet, the huge growth is now happening through the mobile platform and that the mobile online audience is younger than its PC-based counterpart.
"The fact that almost seven and a half 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."
Whilst Google Search is the most popular PC-based Internet site, on mobile Internet BBC News is the most popular, being visited by 24% of British mobile Internet consumers (1.7 million people).
Of the most popular mobile sites, BBC Weather (21% mobile, 17% PC-based) Sky Sports (11% mobile, 8% PC-based) and Gmail (9% mobile, 7% PC-based) have greater reach on mobile Internet than they do on the PC-based Internet.
Of the most popular mobile sites, Google Search (23% mobile, 79% PC-based) and eBay (13% mobile, 43% PC-based) have the greatest reach differential between mobile and PC-based Internet.
Ferguson concludes, "It's interesting to see that BBC Weather, Sky Sports and Gmail are amongst the few sites that have a greater reach on the mobile Internet than the PC-based Internet. This highlights the advantage of mobile when it comes to immediacy; people often need fast, instant access to weather or sports news and mobile can obviously satisfy this, wherever they are.
"The fact that the most weather, sports, news and email sites make up the majority of leading mobile sites show that mobile Internet is mainly about functionality and need at the moment as opposed to the more entertainment and ecommerce-focused makeup of the leading PC-based sites."