UK Mobile Internet Use on the Rise

Mobile_Web_BBC.jpgNielsen Online found in a new study that mobile internet use is growing even as the number of people going online via a PC is beginning to peak, BBC News reports, mirroring recent data revenue results in the U.S.

The study said that 7.3 million people accessed the mobile Web from their cell phones during the second and third quarters of 2008, which is a 25 percent increase over the same period last year. The PC-based audience, meanwhile, grew just 3 percent during the same period to 35 million people.

On mobile devices, the study found that BBC News (coincidentally) is the most visited site, unlike on the desktop where Google reigns. “This highlights the advantage of mobile when it comes to immediacy: people often need fast, instant access to weather or sports news and mobile can obviously satisfy this,” said Kent Ferguson, a senior analyst with Nielsen Online, in the article.

“The fact that weather, sports, news and e-mail sites make up the majority of leading mobile sites shows that mobile internet is mainly about functionality and need at the moment as opposed to the more entertainment and e-commerce-focused makeup of the leading PC-based sites,” Ferguson said.