UK WAP Usage Figures Show Steady Growth In February

Mobile internet services attracted an average of 17.25 million page impressions per day during February, according to the latest figures from the Mobile Data Association (MDA) and the UK’s four GSM operators.

The MDA calculates that a total of 483 page impressions were made on WAP phones during February.

The figure reflects steady growth from January, when the average daily figure was 17 million (see WAP Services Reach Record Total In January). The MDA attributes the monthly increase in WAP usage to a number of seasonal services relating to Valentines Day, horse racing and football. Ringtones, screensavers and downloads remain the most popular services with demand for games increasing steadily.

In the UK today, there are over 25 million mobile internet enabled handsets. The MDA expects continued growth in the medium and forecasts WAP page impressions will reach 8 billion in 2003.

A recent study from Continental Research suggests that around 20% of mobile phone users will soon have MMS-enabled handsets, providing advertisers with a potential market of 6.1 million consumers capable of receiving multi-media marketing messages (see Multi-Media Messaging Shows Potential For Advertisers).

Mobile Data Association: 01922 419600 www.mda-mobiledata.org

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