The UK is about to see rapid growth in mobile broadband services according to the latest research from YouGov and Point Topic.
According to the research, 90% of people who have broadband access at home already own a mobile phone and half of them use a laptop. Many of them already use the internet in one way or another while they are on the move.
Email tops the list of mobile internet usage (more than one third, 38% of respondents already use it and another 37% would like to), closely followed by browsing the internet (three out of ten already do, another third would like to) and accessing travel information (28% and 39% respectively).
Half of respondents interested in online services would pay £15 per month but, say YouGov and Point Topic, it’s not enough for the operators. Currently an average movie file can cost up to £300 to download on a mobile device and a single music track can be as much as £14 if it’s not part of your monthly data download allowance.
Almost four out of ten (37%) of respondents cite the cost of sending and receiving data as the biggest disadvantage of mobile broadband today, three out of ten say it is the cost of the devices and 28% say it is the cost of accessing useful data.
In addition, almost half of mobile internet users said they preferred to use the services when on public transport.
A recent report from Strategy Analytics said that advertisers will spend $1.4 billion worldwide on mobile media this year, rising to $14.4 billion by 2011 (see Mobile Media Adspend To Increase).
Meanwhile, a study from Telephia and comScore on mobile v PC-based internet usage revealed that 5.7 million people in the UK used a mobile device to go online during January 2007 (see 5.7 Million Use Mobile Internet In January In UK).
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