24th March 2009
New research commissioned by Orange has revealed that more than eight in ten mobile web users access the mobile internet at least once a week.
The Exposure 2 survey of 2,000 mobile internet users by research house Basis also found that 46 per cent of respondents browse the mobile web on a daily basis.
According to the poll, search engines, email, news, music and film content are the most popular online offerings browsed by mobile web users, while 55 per cent of users surf the mobile internet with no specific agenda in mind.
The majority of respondents said that they preferred interactive marketing methods utilising formats such as sponsorship, coupons and picture messaging.
Steve Heald, director of partner channels at Orange UK, remarked: "The public is looking for campaigns that reflect their perceptions of mobile as unique and innovative and that entices and excites them with clever interaction."
Last year, a study by O2 indicated that major UK brands believe spending on mobile marketing will rise by 150 per cent by 2013.
Category: Internet Trends
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