Mobile Internet Access a Key Feature for Replacement Handsets

Nearly half of Americans say that improved internet access will be a key factor in deciding which mobile phone to buy when they next come to change their handset. The survey, conducted by The Kelsey Group with research partner ConStat found that only 26 percent of mobile phone service subscribers currently opt for an Internet access plan, and that 44.7 percent would study the internet browsing capability in any new handset they choose.

"The combination of unlimited data plans and next-generation Internet- enabled mobile devices, like Apple's iPhone, suggests mobile Web access will grow to become ubiquitous," said Matt Booth, senior vice president and program director, Interactive Local Media, The Kelsey Group. "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."

The Kelsey Group announced last month that it expects U.S. mobile search advertising revenues to grow from US$33.2 million in 2007 to US$1.4 billion in 2012, representing a compound annual growth rate of 112 percent. Among the 500 mobile users surveyed in the Mobile Market View study, maps and local commercial search are preferred Internet applications. In the past six months, 9.8 percent of respondents used their mobile phones to conduct Internet searches for products and services in their local area. During the same period, 10.7 percent downloaded or looked at maps, while 10.9 percent indicated they had downloaded search or mapping applications (for use on the Internet) to supplement those that came with their mobile phones.

Posted to the site on 1st October 2007