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Mobile web report
According to the Mobile Internet Attitudes Report 2011, conducted by YouGov for Antenna Software, 25% of British consumers make use of the mobile web every day, almost twice as many as the year before.
The online poll measured the "attitudes, preferences and behaviours" of adult consumers (18 year and older). In the US, over 2 000 people participated in the survey and almost 2 300 people in the UK. The report had 3 main findings, discussed below.
Definite growth in mobile usage
34% of UK consumers and 33% of consumers in the US admitted to using the mobile web at least once a week. Mobile internet is becoming more and more popular thanks to the wide range of social networking platforms available to users.
Poor mobile web user experience
According to the Mobile Internet Attitudes Report 2011, 44% of US and 48% of UK consumers said that they will use the mobile web more often if the experience was more similar to their online PC experience. Feature phone users blamed difficulty to navigate websites, as well as it being too expensive to surf the mobile web. According to Jim Hemmer, President and CEO, Antenna Software, said: "Operators and enterprises must do more to ensure a compelling and rewarding Internet and application experience is had by consumers on all mobile devices - not just smartphones."
UK consumers are more active on the mobile web than consumers in the US
British consumers are 1% ahead of the US (33%) when it comes to weekly mobile web usage, as opposed to being 1% behind the Americans the previous year.
Jim Hemmer continued: "The desire for convenience and advancements in technology mean more people than ever before can enjoy good mobile Internet experiences regardless of their handset. However, as results of the 2011 Mobile Internet Attitudes Report indicate, there's still much improvement to be made by operators and enterprises."
