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• 61% of the world's population owns a mobile phone (4mld and 100 million
people) (source: United Nations 2009)
• Just in Italy, the number of young who use advanced features on their
mobile are 72.5%
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• The mobile penetration rate in the UAE now stands at 193%, according to
figures released by the country’s telecoms regulator. The figure is up from
182% in September last year, and it suggests that the UAE has the highest
mobile penetration rate in the Middle East. (source : itp.net may 12, 2009)
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Internet Mobile
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Source: David Kelly PhD research in Information System 2008
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The US mobile Internet audience (over the age of 13) is about evenly split between
those over the age of 35 (48 percent) and those under the age of 35 (52 percent).
Additionally, there are approximately as many teenagers using the mobile Internet
as there are persons over the age of 55 (5.1 million persons age 13–17 and 4.4
million persons 55 and older).
Source: Nielsenmobile.com 2008
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• The audience was still slightly more male than female—56% of Mobile
Internet users are male and 44% are female.
• The male bias of mobile Internet use is consistent across markets and is
most pronounced in Germany, where 75% of mobile Internet users are male.
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• In general, Internet users in European markets is inclinated more male than
those in the US: 66% of mobile Internet users in the UK and Spain are male
while in France and Italy they are 63% . In Brazil, Russia, India and China,
as well, males are more likely than females to browse the mobile Internet.
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• The mobile Internet audience is not, as some expect, overly concentrated
in high-income households, either.
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Growth of UK Mobile Internet and PC-based Internet:2008
Source: Nielsen Online. E.g. from Q2 – Q3 the number of Britons active on Mobile Internet increased by 25% from 5.8 to 7.3 million
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15+ UK Unique Audience Composition for Mobile Internet
and PC-based Internet
Source: Nielsen Online, Q3 2008. E.g. 16% of Britons aged 15+ active on PC-based Internet are aged 15-24 years old
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Unique Audience size figures (to go with % figures in main part of release).
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Internet Usage Habits among Smartphone Subscribers in Europe
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Source: Nielsen Online, UK, Q3 2008.
Most Popular UK Mobile Internet Sites and corresponding PC-based
Internet figures (% Reach)
E.g. on average 24% of Britons active on Mobile Internet visited BBC News through their mobile phone each month in Q3, 2008.
• While carrier portals (also referred to as
“decks”) provide users with links to
specific websites, most mobile Internet
users actively seek out websites to visit.
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• On the mobile Internet, categories such as search, news, weather and sports perform
well, as expected, but emerging mobile categories such as social networking and
banking are attracting sizeable and growing audiences.
• Portals, with brands such as Yahoo! and Google, were the most popular category of
mobile websites as of May 2008.
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• 36 million unique mobile Internet users (89 percent of the mobile Internet audience)
accessed portals over the mobile Internet.
• Email is the next most visited category with 26 million unique users in May 2008 (65
percent of the mobile Internet audience).
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DIGITAL CONTENTS
• Digital content is any content that may be distributed on digital media and
transported by communications networks
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MOBILE COMMERCE
Through content received via Mobile such as alerts or warnings you are
involved into M-commerce
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Source: OPA Europe
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Users want to receive mobile advertising in exchange for free access to
mobile content favorites
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