The widespread nature of the mobile internet has been emphasised by the editor of a mobile magazine, suggesting that brands offering apps to customers could benefit from directing their campaigns at different demographics.

Natasha Stokes, editor of Mobile Choice, responded to recent statistics from Nielsen, which revealed that the sector has seen a year-on-year increase of 34 per cent, moving from 42.5 million mobile web users in July 2008 to 56.9 million for the same period in 2009.

According to the survey, women, teenagers and those over 65 constitute the majority of new surfers. Ms Stokes noted that those involved in online marketing services, as well as "developers and companies wanting to sell apps would want to address these new niches".

She added that this growth could be put down to the fact that the mobile internet is now "easy and cheap to get", as the larger mobile operators consider it to be an important part of their tariff options.

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