One in four adults plan to access sites daily in the next year, says the Mobile Marketing Association
Twenty-five per cent of respondents to a Mobile Marketing Association (MMA) survey said they plan to access the web from their mobile device on a daily basis in the next year.
The new survey, based on Luth Research's online panel, found that almost half of US adult mobile users expect to access web sites from their mobile phone over the next year.
Males, young adults aged 18-34 years, Asians, Hispanics and those with incomes of at least $75,000 were the demographic groups more likely to expect to access the mobile web once a day or more over the next year.
Other findings include:
- Among those who said they would visit sites with their mobile devices, 69 per cent expect to visit weather sites. Sixty percent expect to visit mobile search sites, while at least half plan to visit news or social networking sites.
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- Hispanic mobile users are more likely to visit music sites, while Asian users are more likely to visit shopping sites.
- Mobile users are most interested in entering search terms in search engines to access mobile Web sites. One in five are willing or interested in accessing mobile sites by clicking on an ad seen on another site.
- Mobile users say they would be much more likely to visit a mobile site if the site is free, loads quickly and is simple to view and navigate.
Peter A. Johnson, VP of market intelligence at MMA, said: "This usage creates enormous opportunities for advertisers. But to reach this audience, mobile Web sites must be user-friendly, well-designed and provide relevant information, the survey found. Site owners and developers also should be aware that search engine strategies are key for reaching this audience."
