Mobile Web Adoption Slow, Study Finds

Research from Media-Screen has revealed that adoption of the mobile Internet is still slow among US broadbander Internet users. The research found that only 5% of US broadband users use the mobile Internet. Although more than 60% of users currently own an Internet-enabled mobile device, they are reluctant to partake in online mobile activities due to extra fees, and the difficulties of establishing and maintaining Internet connections. 
The report, Netpop | Pocket, also reveals a significant gap between accessing the Internet on mobile devices and computers when comparing the number of online activities performed through each. Users perform an average of 3.3 online activities on their mobile device, versus 13.4 activities on their laptop/desktop, reinforcing the fact that online activities have yet to migrate into the pockets of broadband users.
Among broadband users, the most popular mobile activities are communications-related, with sending email (47%) as the most popular activity, followed by playing games (27%). And while mobile is often touted as the third screen, less than one in five users accesses news or television shows from a mobile device, thought the report says this figure is likely to grow when pricing and packaging issues are improved. 
Furthermore, the marketing and advertising messages surrounding the mobile Internet do not resonate with most users. Over 50% of respondents say that the mobile Internet access does not fit with their lifestyle.
Broadband users represent an important audience to track as they have historically driven innovation of online applications by being the first to adopt and embrace new services on the Internet, says Media-Screen Director of Research Services, Jean Durall. Although the mobile Internet is still in its infancy due to technological and pricing hurdles, understanding this group of influential consumers will help carriers, content providers and marketers develop new offerings.
Netpop is an ongoing study that marks the maturation of the consumer broadband market in the US. Netpop | Pocket examines three different groups, in order to provide a better overview of attitudes and behaviours of mobile device users among the broadband population: those currently accessing the Internet from a mobile device (5%); those who have an Internet-enabled mobile device but dont use it to go online (58%); and those who dont have an Internet-enabled mobile device (36%).
Netpop | Pocket is available through prepared reports and custom consulting engagements to address specific needs. Theres more information about Netpop on the Media-Screen website.