Marketers should be aware of the opportunities posed by a recent spike in mobile web usage, a new report suggests.
According to comScore, one-quarter of the total UK population made use of the mobile internet in the 12 months to July, representing a nine per cent increase when compared with 2007.
Smartphone uptake rose at a particularly high rate and a number of online services experienced significant year-on-year growth on the mobile platform, the research company’s latest white paper showed.
For example, take-up of social networking surged by 179 per cent in the last year, while search saw a 36 per cent increase in usage in the same period – a trend that may be of particular relevance to those involved in search internet marketing.
Herve Le Jouan, comScore Europe managing director, stated: "We are now at a pivotal stage in the development of the entire online industry and if any UK marketers were still awaiting a sign that the mobile internet platform has come of age, then the launch of the iPhone 3G certainly provided it."
In September, comScore released research findings showing that 9.5 per cent of UK mobile subscribers utilised online search on their handheld devices in the three months to June 2008.