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Observed UK mobile Internet

behaviour...is primarily a social

activity...

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After a two year UK exclusive deal with O2 the iPhone has finally been opened up to some competition.  This has held back the UK adoption of the mobile Internet as the iPhone is the first touch device with a larger screen and as such has increased the propensity to use mobile Internet access.  Now the phone network Orange is also selling the iPhone in the UK.  As confirmation of this pent-up demand Orange sold over 30,000 iPhones on their launch day; the 10th November 2009.  With mobile use of the Internet increasing dramatically it is a good time to look at how the early adopters are using it. This chart using Yahoo UK data shows that the primary activity by a long way is the use of social network websites.  At 29% this is nearly twice as much as the use of Search Engines.  Interestingly, the use of Adult websites nearly equates the Search usage.  Adult and porn websites are still a major use of desk based Internet access but this is ignored by the business world.  It is also under- reported as peer-to-peer networking is harder to track and this is where much of the “Adult” activity takes place. Using data from a test study by the GSMA that monitored approximately half the UK mobile Internet traffic we can gain more insight into the social network behaviour.  The average day involves just over three visits to Facebook.  Total average time spent per day is 24 minutes and the peak activity happens in the morning on the way to work or college in the morning.  As iPhones and mobile Internet are still expensive items this is usually people on their way to work.  Many students aspire to have an iPhone but have yet to convince their parents that this is an essential device to have.  But as the figures show, the importance of having up-to-the-minute access to a social network is a high priority.  Currently there is an unmet need amongst students as at this stage in their life social activity predominates and their online social network is of major importance.  That is why this age group make up the largest segment on websites such as Facebook. All this means that if advertising and marketing departments want to use mobile online media, then it would make sense to adopt some form of social media activity.  In fact this should be given the priority over money spent in Mobile Search Marketing as the exposure to a brand is likely to be twice as high and the frequency greater.  Also, this means that there is a marketing opportunity to students for a advertising supported and heavily subsidised iPhone.  This is exactly what the patent application recently made by Apple is all about.  The patent application describes a system that forces people to see an advert before being able to use a device. For more information see http://www.patentlyapple.com/patently-apple/2009/10/apple-prepares-to-rock-the-market-with- hardware-subsidizing-program.html Apple just seems to keep getting it right, ...well done Steve. August 2009
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Observed UK mobile

Internet behaviour...is

primarily a social

activity...

After a two year UK exclusive deal with O2 the iPhone has finally been opened up to some competition.  This has held back the UK adoption of the mobile Internet as the iPhone is the first touch device with a larger screen and as such has increased the propensity to use mobile Internet access.  Now the phone network Orange is also selling the iPhone in the UK.  As confirmation of this pent-up demand Orange sold over 30,000 iPhones on their launch day; the 10th November 2009.  With mobile use of the Internet increasing dramatically it is a good time to look at how the early adopters are using it. This chart using Yahoo UK data shows that the primary activity by a long way is the use of social network websites.  At 29% this is nearly twice as much as the use of Search Engines.  Interestingly, the use of Adult websites nearly equates the Search usage.  Adult and porn websites are still a major use of desk based Internet access but this is ignored by the business world.  It is also under- reported as peer-to-peer networking is harder to track and this is where much of the “Adult” activity takes place. Using data from a test study by the GSMA that monitored approximately half the UK mobile Internet traffic we can gain more insight into the social network behaviour.  The average day involves just over three visits to Facebook.  Total average time spent per day is 24 minutes and the peak activity happens in the morning on the way to work or college in the morning.  As iPhones and mobile Internet are still expensive items this is usually people on their way to work.  Many students aspire to have an iPhone but have yet to convince their parents that this is an essential device to have.  But as the figures show, the importance of having up-to-the-minute access to a social network is a high priority.  Currently there is an unmet need amongst students as at this stage in their life social activity predominates and their online social network is of major importance.  That is why this age group make up the largest segment on websites such as Facebook. All this means that if advertising and marketing departments want to use mobile online media, then it would make sense to adopt some form of social media activity.  In fact this should be given the priority over money spent in Mobile Search Marketing as the exposure to a brand is likely to be twice as high and the frequency greater.  Also, this means that there is a marketing opportunity to students for a advertising supported and heavily subsidised iPhone.  This is exactly what the patent application recently made by Apple is all about.  The patent application describes a system that forces people to see an advert before being able to use a device. For more information see http://www.patentlyapple.com/patently-apple/2009/10/apple- prepares-to-rock-the-market-with-hardware-subsidizing- program.html Apple just seems to keep getting it right, ...well done Steve. August 2009
Click to return to page Click here to download the PowerPoint chart: Click here to download the PowerPoint chart: