Study: U.S. on track to top mobile Web market
By Erina Lin, Wednesday 27 August 2008 at 18:56 :: World Digital Media Trends :: #2180 :: rss
After years of lagging behind European countries, U.S. is now to take the top spot for mobile Web usage by the end of this month, according to data collected by technology firm Bango, AdWeek reported.
In July, the U.K. topped on mobile Web usage, accounting for almost 19.4 percent of the worldwide total. U.S. followed with about 18.9-percent contribution. Other countries on the top-five list were India (10.8 percent), South Africa (8.8 percent) and Indonesia (4.1 percent).
However, Adam Kerr, Bango's VP in North America, said that the usage in U.S. in recent weeks has risen four percent while that in the U.K. was up one percent only. He expected the U.S. to surpass the U.K. in usage by the end of August, with a nearly 23 percent and 20 percent share of the total mobile Internet market, respectively, AdWeek reported.
Kerr pointed out several drivers to the change in the report, such as that U.S. mobile carriers are aggressively building 3G networks, which greatly facilitate mobile Web-based video, which British and other European-based carriers have done years ago. Also, most of the new handsets in U.S. offer higher quality reception of video and music as well as cheaper subscriber, according to AdWeek.
The sites with most traffic tend to be those providing news, sports and weather. The spikes appear during rush hour and lunch breaks.
The increased usage will bring in more ad dollars to the space, analysts said. For example, eMarketer estimated that mobile advertising will grow from $1.6 billion in 2008 to $6.4 billion in 2012, and online video will become the most lucrative mobile ad channel by 2010, according to AdWeek.
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