A new US study has found that light PC internet users are 30% more likely than heavy PC internet users to use their mobile devices to access online content.
The results of the comScore study show that, in total, 42 million people in the US used their mobile devices in October 2008 to access news and information content on the internet, an increase of 57% from October 2007.
The study found that 15.2% of light PC internet users accessed news and information on their mobile device at least once per week, compared to a lower 11.7% of heavy PC internet users.
For the purposes of the study, comScore defined ‘heavy’ PC internet users as those who viewed, on average, 6,701 pages in the month, and ‘light’ users as those who viewed, on average, 1,104 pages in the month.
Twenty percent of PC internet users in the cross-media panel were classified as heavy users, and accounted for 43% of overall page views, while 50% were light users and accounted for 18% of page views. The balance was classified as medium users.
Brandon Starkoff, VP/mobile activation director at media agency Starcom USA, said: “The findings affirm that mobile internet users comprise a substantial segment of the population, and suggest that a significant portion of these people are using mobile to supplement their at-home online media diet.
“Understanding these emerging mobile behaviour patterns is valuable to marketers looking for opportunities to increase scale and deliver valuable consumer experiences.”
The study also found that mobile internet users are more likely to be male (58%) and to be 18 to 44 years of age. Possibly reflecting this demographic skew, heavy mobile internet users show a high engagement with websites that provide information that is appealing to people with more active lifestyles.
The study was conducted using a sample of individuals who were members of comScore’s PC panel of online users and who were also participants in comScore’s monthly mobile survey. The findings above represent digital media usage for the three-month average ending October 2008.
Analysys Mason published a report last month which forecast that the mobile broadband market would continue its rapid growth during the next five years and generate valuable new revenue streams for mobile network operators (see Mobile broadband market to continue its rapid growth).
According to the Mobile broadband in Europe: forecasts and analysis 2009-2014 report, there will be 148 million mobile broadband connections in Europe by 2014, when they will account for almost half of all broadband connections in the region.
A report by Pew Internet and American Life, meanwhile, forecast that wireless devices would be the primary means of connecting to the internet for most people by 2020 (see Most people will access the internet via mobile by 2020).
The Future of the Internet III survey found that the combination of portability and affordability will be the reason behind the mobile internet’s success in 11 years time.
