Quarter of Brits access Web via mobiles
- Added:
- Dec 03, 2008
Internet research firm comScore has launched its first white paper examining how people in the UK are using their mobile and Internet together.
The report, entitled U. PC & Mobile Internet Usage, provides a comparative insight into Internet behavior across the country’s mobile and PC Internet screens.
The UK paper, which is comScore’s first dual-screen publication in any of the global markets it currently tracks, aims to address the key concerns of marketers and content providers operating in this rapidly developing industry, providing:
· A trend analysis of PC and mobile Internet growth over the course of the past year.
· Demographic profiles of these audiences.
· Cross-platform trend analysis of key online sectors including social networking, search and email usage.
· An overview of U.K. smartphone usage, examining subscription rates as well as a comprehensive analysis of the most popular online domains being visited by this key mobile audience.
· A thorough introduction to comScore’s new M:Metrics mobile monitoring methodology
PC & Mobile Internet Penetration: Comparative Overview
Key findings from the study include an overview of the relative sizes of the PC and mobile Internet audiences, showing that there were 12.9 million mobile Internet users age 13 and over in the U.K. in July (representing 25 percent of the total U.K. population) compared with 35.2 million PC Internet users age 15 and over (a 70-percent reach).
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PC & Mobile Internet Usage Penetration of Total U.K. Country Population, Age 15+ Total Unique People (000) July 2008 Source: comScore World Metrix/comScore M: Metrics MobiLens Survey |
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Audience |
Total Number of People (000) |
% Reach of Total U.K. Population, Age 15+ |
|
Total U.K. Country Population* |
50,619 |
100% |
|
Total PC Internet Users |
35,223 |
70% |
|
Total Mobile Internet Users** |
12,882 |
25% |
*U.K. office of national statistics, 2007.
**Mobile Internet audience reach calculated on a 13+ universe.
“This report represents an important benchmark in the evolution of mobile Internet audience measurement,” said Herve Le Jouan, Managing Director, comScore Europe. “But beyond this – we are now at a pivotal stage in the development of the entire online industry, and if any U.K. marketers were still awaiting a sign that the mobile Internet platform has come of age, then the launch of the iPhone 3G certainly provided it. We hope that this research will provide valuable insight for the industry as a whole and promote further understanding of mobile Internet audience behavior as we move into an increasingly converging online world.”
The comScore U.K. PC & Mobile Internet White Paper is now available to download for free at: