The Top 500 retailer buys Campus Deals, which offers mobile coupons to college students.
20% of mobile phone owners use the mobile web every day
And 33% use it at least once a week, finds a report from Antenna Software.
Managing Editor, Mobile Commerce
One in five U.S. mobile phone owners use the mobile Internet every day, according to the “2011 Mobile Internet Attitudes Report” from Antenna Software. 22% of daily mobile web users say they use it each day to stay in touch with friends through instant messaging and 27% to do the same through online social networks. 33% of U.S. mobile phone owners use the mobile web at least once a week, finds the survey, conducted by research firm YouGov.
These findings add to the growing research that shows mobile web adoption is soaring. Smartphone and mobile web adoption are the major forces driving increases in mobile commerce.
The report surveyed 2,079 U.S. mobile phone owners. The report found that 44% of mobile phone users do not use the mobile web even though their phones enable access. Many feature phone owners cited a poor mobile web experience as reason why they do not use it. Feature phones—think high-end mobile phones, like the Motorola RAZR, before the iPhone came along—can enable web access but are not as powerful and app-centric as smartphones; smartphones provide faster, richer mobile web experiences.
“The mobile Internet has become an important part of daily life for consumers,” says Jim Hemmer, president and CEO of mobile technology provider Antenna Software. “The desire for convenience and advancements in technology mean more people than ever before can enjoy good mobile Internet experiences regardless of their handset. However, as results of the report indicate, there’s still much improvement to be made by operators and enterprises.”
44% of survey respondents say they are more likely to use the mobile web if the experience offered was similar to using the Internet on a personal computer. 27% are discouraged from using the mobile Internet by web sites that don’t display or function properly on their mobile screens. 28% cite difficulty in navigating web sites on a mobile device as a reason for not accessing the mobile Internet.
Businesses must do more to ensure a compelling and rewarding Internet and application experience is had by consumers on all mobile devices, Hemmer says. “Today’s consumer expects a rich, high-quality Internet experience whether surfing on their PC or on their mobile device,” he adds. “Enterprises must ensure their mobile web sites and applications can be rendered optimally across the broadest range of handsets—or risk lost revenue opportunities and impaired customer satisfaction and brand loyalty.”