Karin von Abrams, eMarketer senior analyst. “E-tailers and brands may struggle to keep up with the demands of this audience as mobile takes a central role.”
Office for National statistics figures for the UK show that almost a third of the UK population are accessing the internet via their mobile, up by 30% on earlier this year.
Mobile web use is up sharply in the UK. About 31% of internet users said they went online via mobile phone in 2010, compared to 23% in 2009, the Office for National Statistics (ONS) reported.
Numbers for accessing the internet via tablet devices are low, with just 4% accessing the internet from a handheld computer.
A further 26% said they accessed the web through a laptop’s wireless connection away from home or work.
Men were more likely than women to take advantage of mobile access options with just 25% of women accessing the internet via mobile against 37% from men.
“Growing numbers of people are using mobile phones, tablets or netbooks to access the internet,” said Karin von Abrams, eMarketer senior analyst. “Much of this activity still takes place at home, but web users are quickly discovering the entertainment and utility value of being able to network, watch video, read, search, shop and transact on the go.
Abrams went on to warn that “E-tailers and brands may struggle to keep up with the demands of this audience as mobile takes a central role.”
eMarketer estimates more than 44 million people are online in the UK in 2010 and nearly 70% of all households have broadband access.
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