A major UK study reveals mobile internet use is vastly over-hyped
Over three quarters of Brits are not using the mobile internet, and most of these refuseniks are not too fussed about getting connected any time soon.
This is one of the headline findings of a major research project into mobile attitudes by UK agency Essential Research. It reveals a divided population, with an appreciable number showing little appetite for a connected lifestyle.
Its study zeroes in on three myths and truths. They are:
Myth 1: Most people already use some form of mobile internet device
* 76 per cent of UK mobile phone users aged 16+ are not accessing the internet via mobile phones
* Just ten per cent of mobile phone owners access the mobile internet via their phones daily. 15 per cent do so at least once a week
Myth 2: Most people are interested in using a mobile internet service
* 60 per cent of UK mobile phone users aged 16+ claim not to even own a mobile with internet access.
* Just 30 per cent of these non owners are interested in getting an internet enabled mobile phone
Myth 3: Get the handsets out there and usage will follow
Of the 40 per cent of mobile phone owners who claim to have mobile internet access: 31 per cent have never used a mobile internet service; eight per cent are lapsed users (have tried in the past but stopped); 24 per cent use the internet on their mobile phones less frequently than once a week
Three Truths
Truth 1: There is a major divide between existing mobile internet users and those who would follow
* 60 per cent of daily users and 45 per cent of less than daily mobile internet users are aged 16-34 – compared to 22 per cent of non mobile internet users and 29 per cent of the total sample
* 42 per cent of mobile internet users earn over £40,000 a year (household income) compared to 31 per cent of non users.
* 70 per cent of daily mobile internet users are professionals compared to 58 per cent of non users
Truth 2: Most people don’t really get what mobile internet is (or what it can do for them)
* Just 30 per cent of those not currently using the mobile internet say they are interested in getting an internet enabled mobile phone (compared to 80 per cent of current users, and 95 per cent of those that use it at least weekly)
* 64 per cent of those not currently using the mobile internet agree with the statement that mobile phones with the internet are too expensive to be worthwhile. 72 per cent of those that don’t own internet enabled phones expect to spend less than £20 a month on monthly fees for their next phone
* 62 per cent of those not currently using the mobile internet say that they would want to use the mobile internet to access the same websites they do on their computers.
* 59 per cent of those who don’t currently own a smartphone (answered on the basis of a definition provided by Essential) agree that they don’t have the time or energy to learn to use “smart” services.
Truth 3: Even if people are interested, a range of barriers will conspire to dissuade them from adopting
* 26 per cent of mobile phone owners did not even buy their own handset, and 17 per cent had no influence over their choice of phone. This significant proportion will have much lower awareness of the capabilities of their phone.
* Among those who believe they have the internet on their mobile phone but have never used it, three quarters (77 per cent) cited cost as a barrier for use.
The research concludes with three ideas for challenging the lingering indifference from some people to the mobile internet.
Idea 1: Mobile internet is much greater than the sum of its parts
Unlike early adopters, mainstream users are swayed by functional benefits – these have not been properly communicated.
Idea 2: Focus on existing consumer needs around the brands that are part of their everyday lives
Contrasting with the daily mobile internet users who are using social networking sites, the types of services that most interested those that don’t currently use the mobile internet are more functional. For instance, a third expressed an interest in both real time travel updates and a service that tracks in-store offers with information on coupons and vouchers
Idea 3: We can work together to create a virtuous circle
When heavy users were asked what single factor would cause them to use the mobile internet even more, the top three answers were faster internet access, cheaper internet access and a longer battery life. These should be considered hygiene factors. A greater emphasis on the range of mobile internet services, communicated in a way that includes the majority of the population, will bring more people into the fold.
*The “Brandheld” study was conducted by Essential Research over a six month period between June and December 2009. The company is now offering on-going research for a subscription fee.
email: essentialResearch@championcomms.com
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