Mobile internet penetration reaches critical mass

The US, UK and Italy are leaders in mobile internet penetration

Web access through mobiles is increasingly popular

Mobile internet adoption has reached a "critical mass" this year, with 40 million US mobile subscribers – 15.6 per cent of the mobile market – followed by 12.9 per cent in the UK and 11.9 per cent in Italy, said a report by market researcher Nielsen Mobile.

The growth of the mobile web is due to web-ready devices, networks, data packages, content and interest. Advertising is becoming a common part of the mobile internet experience with 26 per cent of mobile internet users view ads while using the mobile internet.

3G networks will help drive user satisfaction with mobile internet since the new networks perform up to six times faster on data throughputs used for mobile internet than 2G and 2.5G networks.

“With highly capable devices, improving network speeds and millions of mobile users visiting individual web sites over their phones, we believe mobile internet reached a critical mass for mobile marketing this year,” said Nic Covey, director of insights at Nielsen Mobile and author of the report. “A confluence of factors will only further ignite this market, rapidly, this year and into 2009.”