"Mobile phone usages surpasses personal computer ownership (80 percent) - but just 15.6 subscribers actively use mobile Internet services."What a market opportunity for device technology, content generators . . . and advertising.
The pithy and insightful information continues from the recent J. P. Morgan Global Equity Research report:
"Not only have mobile phones been proven to be a vehicle of scale, they also have a broad reach across various demographic segments. Surprisingly, Nielsen data suggests that mobile Internet usage is prevalent across age groups.
"As of May 2008, the U.S. mobile Internet audience was about evenly split between those over the age of 35 (48%) and those under the age of 35 (52%).
"Reach is also found across genders and income levels. Nielsen data shows that 56% of mobile Internet users are male and 44% are female. And, while 24% of mobile Internet users have household incomes of $100,000 or more, 26% have a household
income of less than $50,000. We think this reach will broaden the medium’s appeal to advertisers."
"Although usage is less frequent than on personal computers, mobile Internet visits span a variety of verticals. According to Nielsen Mobile data, 40% of mobile Internet users find sites through search engines, 22% through direct navigation, 18% through their favorite links, and 17% from their carrier’s portal.
"Yahoo! Mail has the largest unique audience with 14 million unique monthly users in May, with Google Search and The Weather Channel coming in next with 9 million unique monthly users.
" . . . Probably the most recognizable of phones, the iPhone, increased awareness of mobile Internet capabilities. With a handset geared toward improving mobile Internet use, users significantly increased their use of mobile Internet services. Nielsen Mobile data shows that 82% of iPhone users access the mobile Internet, making them 5 times as likely to do so as the average mobile user.
Top Devices Amongst Mobile Internet Users
(% of mobile Internet users with device)
Motorola RAZR/RAZR2 10%
Apple iPhone 4%
RIM BlackBerry 8100 series (Pearl) 2%
RIM BlackBerry 8800 series 2%
Motorola Q Series 2%
Source: Nielsen Mobile data
