69 per cent of UK consumers expect their mobile usage to increase dramatically by 2015, according to a study from the IAB UK looking at mobile consumption across the US, UK and South Korea.
2,000 consumers across the three countries were asked to rank mobile technologies according to what appealed to them most.
74 per cent of UK consumers said that they thought that the mobile wallet is an appealing new concept. But the respondents felt that mobile-optimised websites and cloud based storage are most likely to become a reality in the near future.
62 per cent of UK consumers use their smartphone more to go online than to call or text – in the US it is 59 per cent. More mobile users in South Korea, 28 per cent, connect to the internet using their mobile on a daily basis than in either the UK, 23 per cent, or the US, 13 per cent.
UK consumers appear to have the greatest emotional connection with their phone. 59 per cent said they couldn’t live without their mobile, compared to 53 per cent in the US and 31 per cent in South Korea. 51 per cent of UK consumers said that they are satisfied with their smartphones, while only 26 per cent of South Koreans felt the same.
35 per cent of tablet owners use it on a daily basis in the UK, with 31 per cent in the US and just 15 per cent in South Korea saying the same. But South Koreans were more likely to agree that their future usage would increase.
The IAB’s senior mobile manager, Alex Kozloff said: “By combining consumer research and industry expert opinion, we have a unique insight into what we can expect from mobile in the next couple of years.
"It surprised us to see that the UK was actually leading the way in tablet usage out of the countries we surveyed. This is further proof that advertisers and publishers must make mobile and tablets an integral part of their strategy.”
Stefan Bardega, head of digital and innovation at MediaCom, said: “From a publisher perspective, getting smarter about how we integrate the advertising into the mobile experience is something that absolutely has to happen."
The study was carried out with research agency Crowd DNA and consisted of three global surveys interviewing more than 2000 consumers, along with insight from a panel of seven industry experts from Microsoft, O2, Mediacom and Poke.