The UK has the second-highest number of mobile internet users compared to the rest of the world, research by Neilson Mobile has shown.
Around 12.9 per cent of mobile phone subscribers use the internet, bettered only in the US where 15.6 per cent of users access the internet via their mobiles. UK mobile internet users are also 60 per cent more likely to interact with on-line marketing than the average user.
Neilsen Mobile notes that on-line marketing should be an "important part" of any companies' marketing mix. However, the firm warned that "publishers, marketers, connection speeds must continue to improve" their services in order to meet consumer internet expectations.
UK mobile users visit an average of 5.5 domains per month, with men accounting for two thirds of those users that interact with advertising.
Italy and Spain have the highest mobile internet use in Europe after the UK, with 11.9 per cent and 10.8 per cent of subscribers accessing the internet respectively.
Can mobile marketing match internet advertising?
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The Moblie Data Association report says 10 million picture and video messages are sent each week in the UK, representing 30 per cent year-on-year growth. The MDA says 16.5 million people accessed the mobile internet in May 2008, representing 25 per cent growth since May 2006 and equivalent to an average of 4,500 new users every day, 31,587 per week and 136,875 per month.
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