subject: The Mobile Web Is Closing The Digital Divide [print this page] A recent study published by the Pew Research Center in the United States shows that American teenagers from historically less-affluent communities are increasingly using the mobile web to access the internet.
While it's well-established that teenagers love their cell phones, with text messaging probably being the predominant method of communication, globally, the mobile web has been slightly slower to penetrate among teenagers aged 12 to 17.
However, some groups are utilising the mobile web more than others to access the internet rather than more traditional methods of access. The study showed that amongst black and Hispanic teens, 21% of teens who otherwise don't go online say that they access the internet via their mobile phone. 44% of black teens and 35% of Hispanic teens use their cell phones to go online, compared with 21% of white teens.
While this study obviously looks specifically at the American case, in South Africa we could expect similar findings, particularly as fixed internet access via a computer at home or at work is still largely the reserve of the middle-classes.
mobiThinking provides some useful global mobile usage statistics. Mobile subscribers will surpass 5-billion in 2010, this represents over 70% of the world's population. 500-million people accessed the mobile internet worldwide in 2009, with conservative estimates expecting usage to double within 5 years as mobile overtakes PC as the most popular way to access the internet. By 2011, 85% of new handsets will have the capability to access the internet.
Brands who want to target this (predominantly urban) market will need to change their thinking about their audiences. Taping into the youth's aspirations and interests will be key to engaging with this market.
