Nearly 45% of U.S. mobile phone users say that better Internet access will be a key factor in their next mobile phone purchase, according to a new study for The Kelsey Group. Only 26% of the mobile phone service subscribers surveyed currently opt for an Internet access plan.
“The combination of unlimited data plans and next-generation Internet-enabled mobile devices, like Apple’s iPhone, suggest mobile Web access will grow to become ubiquitous,” says Matt Booth, senior vice president and program director of interactive local media. “Growing mobile Internet usage and increased satisfaction with mobile Internet applications are among the converging factors that we believe point to a breakthrough year ahead for mobile ad adoption.”
Among the 500 cell phone users surveyed for the “Mobile Market View” study, maps and local commercial search are preferred Internet applications. In the past six months, 9.8% of respondents used their mobile phones to conduct Internet searches for products and services in their area.
During the same period, 10.7% downloaded or looked at maps, while 10.9% indicated they had downloaded search or mapping applications for use on the Internet to supplement those that came with their mobile phones, according to the study.
“Mobile Market View” is a tracking study of mobile user behavior conducted by The Kelsey Group and research partner ConStat. The first wave of the study was conducted in September 2007 via an online 30-question survey of 500 U.S. mobile phone users aged 18 and over.