The latest research from Nielsen Online has revealed that growth of mobile Internet access is now roughly eight times greater than pc-based uptake. From Q2 to Q3 2008, the number of Britons using mobile Internet increased by 25% (from 5.8 to 7.3m) compared to 3% for PC-based Internet (34.3 to 35.3m Britons).
Whilst Google Search is the most popular PC-based Internet site, on mobile Internet BBC News is the most popular, being visited by 24% of British mobile Internet consumers (1.7m people). This is followed by BBC Weather (21% mobile, 17% PC-based) Sky Sports (11% mobile, 8% PC-based) and Gmail (9% mobile, 7% PC-based):
Kent Ferguson, Nielsen Senior Analyst: "It's interesting to see that BBC Weather, Sky Sports and Gmail are amongst the few sites that have a greater reach on the mobile Internet than the PC-based Internet. This highlights the advantage of mobile when it comes to immediacy; people often need fast, instant access to weather or sports news and mobile can obviously satisfy this, wherever they are.
The fact that the most weather, sports, news and email sites make up the majority of leading mobile sites show that mobile Internet is mainly about functionality and need at the moment as opposed to the more entertainment and ecommerce-focused makeup of the leading PC-based sites."
The mobile Internet audience also has a higher concentration of younger users than PC-based Internet; 25% of mobile Internet consumers are aged 15-24 compared to 16% for PC-based consumers. 23% of the PC-based Internet population is 55+, which compares with 12% for mobile Internet.
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