UK Sees 25% Jump in Mobile Internet Use Over Past 12 Months

The UK based Mobile Data Association (MDA) has published its latest quarterly data report on mobile phone usage across the UK. The report covers activity from January - May 2008 for Text Messaging (SMS), Mobile Internet (MI) and Picture and Video Messaging (MMS) and identifies new trends in the way people are increasingly relying on their mobile phones.

All three measured metrics continue to grow; SMS has again surpassed expectations with 1.4 billion text messages being sent in the UK every week. Mobile Internet has seen steady growth in the UK; 16.5 million people accessed the mobile internet in May 2008. This represents a 25 per cent growth since May 2006, indicating an average 4,500 new users every day.

Picture and video messaging (MMS) is showing excellent and sustained growth, with volumes rising steadily supported by some interesting seasonal peaks. 10 million picture messages are sent every week in the UK and year-on-year growth is at 30 per cent.

Seasonal highs include December when new devices are purchased; this resulted in a massive 52 per cent increase or an extra 19 million messages in December 2007 alone. Other seasonal trends which will be monitored this year, following spikes last year, is the use of picture and video messages sent while on holiday, the ‘Wish you were hereÃ' effect. Will this spark the end of the traditional postcard? The MDA will be assessing the figures during July and August this year and will report on them later in the year. (October 2008)

What does the future look like?

The outlook for mobile data usage remains very positive. The moves by mobile operators to offer all inclusive tariffs will stimulate further growth and with predicted lower roaming charges, this will also drive usage. The MDA expects to see SMS growth of around 30% in 2008.

New operator pricing combined with new function-rich, internet enabled devices such as the iPhone and Nokia N95, are key to driving adoption of mobile internet access. There are powerful signs all around that mobile internet access will supersede traditional PC access; a recent US study indicated that iPhone owners were responsible for 1 in 1,000 web page views last month. The MDA predicts that mobile internet will become a true rival for traditional desktop internet access, with growth of around 20% being seen in 2009.

Q2 2008 Statistical findings

Number of person to person text messages sent in the UK:

• Per month 6,467,070,000
• Per week 1,492,400,769
• Per day 212,616,000

Number of person to person MMS messages sent in the UK:

• Per month 46,516,405 (During May 2008)
• Per week 10,734,555
• Per day 1,529,306

Number of Mobile Internet users - Figures relate to number of unique visitors accessing the Internet from their mobile phone during the stated period:

• May 2006 13,140,000.00
• May 2008 16,425,000.00

Average number of new users per month 136,875 (between May 06 and May 08)

Steve Reynolds, Chairman of the Mobile Data Association comments: "There remain a number of challenges that mobile operators need to address to accelerate the growth of Mobile Internet. The MDA is calling for greater price transparency on the costs associated with using the Mobile Internet. The findings of this report suggest a real consumer appetite, but confusion and fear over costs may be holding back growth.

Posted to the site on 29th July 2008