Mobile web use expected to rise

Mobile marketing executives may find themselves reaching a wider audience than ever before after a new poll revealed that 71 per cent of mobile users are looking to log on to the mobile web daily in the next year.

The survey, which was carried out by The Nielsen Company for Tellabs, saw mobile users in Europe and the US polled about their expectations regarding their mobile phone habits.

About 49 per cent of US respondents said they were planning to surf the mobile web more in the next year, compared with 34 per cent of those in Europe.

Meanwhile, 38 per cent and 39 per cent of US and European mobile users respectively send they intended to make greater use of MMS services, while 28 per cent of Americans and 32 per cent of Europeans said the same of mobile email.

Jesse Goranson, senior vice-president of mobile media at The Nielsen Company, commented: "More significantly, according to the research, more than a quarter of the millions of consumers who do not use mobile data services today intend to start using them shortly."

Last year, a study by comScore suggested that marketers are making increasing use of mobile text messaging to advertise products and services unrelated to the mobile sector.

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