February 26, 2009, 12:00 AM

Consumers who don’t frequent the web via PCs may do so on mobile devices

Many consumers use the mobile web to supplement PC Internet use, comScore says. And 42 million Internet users accessed the mobile web in October 2008, a 57% increase over October 2007.

Light PC Internet users-those who viewed, on average, 1,104 pages in October 2008-are 30% more likely than heavy PC Internet users-those who viewed, on average, 6,701 pages during the month-to use their mobile devices to access web content, a new study from web measurement firm comScore Inc finds.

15.2% of light PC Internet users accessed content on their mobile device at least once per week compared with 11.7% of heavy PC Internet users. In total, 42 million Internet users used their mobile devices in October 2008 to access content on the Internet, up from 26.8 million in October 2007, comScore reports.

“The findings affirm that mobile Internet users comprise a substantial segment of the population, and suggest that a significant portion of these people are using mobile to supplement their online media diet,” says Brandon Starkoff, vice president and mobile activation director at media agency Starcom USA, which works with marketers to place online ads. “Understanding these emerging mobile behavior patterns is valuable to marketers looking for opportunities to increase scale and deliver valuable consumer experiences.”

20% of PC Internet users in comScore’s study were heavy users and accounted for 43% of overall page views, while 50% were light users and accounted for 18% of page views. The remaining consumers, 30%, were classified as medium users, who accounted for 39% of page views.

The study also found that mobile web users are more likely to be male (58%) and to be 18 to 44 years of age.

The study was conducted using a sample of individuals who are members of comScore’s PC panel of online users and who are also participants in comScore’s monthly mobile survey.

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