Britain Lags Behind On Mobile Internet

One in three (33%) British mobile phone users want to surf the web on their mobile phones, but only if it is like the true Internet environment. To date only one in ten (11%) British mobile users have browsed the Internet on a mobile, compared to over one in four (28%) world wide*, according to new research commissioned by InfoGin, a leading pioneer in the field of web to mobile content adaptation. The survey of 900 mobile users, conducted by Ipsos, indicates that despite clear consumer demand, UK mobile operators have not put enough focus on enabling true web browsing on mobile phones.

One in three (33%) British mobile phone users want to surf the web on their mobile phones, but only if it is like the true Internet environment. To date only one in ten (11%) British mobile users have browsed the Internet on a mobile, compared to over one in four (28%) world wide*, according to new research commissioned by InfoGin, a leading pioneer in the field of web to mobile content adaptation. The survey of 900 mobile users, conducted by Ipsos, indicates that despite clear consumer demand, UK mobile operators have not put enough focus on enabling true web browsing on mobile phones.

The activities that are currently leading Britain's growth in mobile data services are based around entertainment and interactive tools. The research showed that 10% use their mobiles to search for sports results and gaming while 9% use instant messaging and email. Keeping informed was slightly less popular with 6% looking for news, weather and other information.

* World wide figure of 28% sourced from Ipsos Insight Face Of The Web 2005 report

Technical details

Interviews were conducted via the Ipsos Capibus between 21-27 April 2006, amongst 900 adults (aged 16+ across Great Britain) who use a mobile phone. All interviews are conducted face to face, in the home -- one interview per household. To ensure representative findings data was weighted to match known population profile.

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