Mobile Web Use Leaps 34%

NEW YORK Web visitors using a mobile device increased 34 percent year-over-year, to 56.9 million in July 2009 from 42.5 million in July 2008, according to Nielsen.

Overall, year-over-year growth among the 13-17 and 65+ age groups outpaced the growth of the total mobile Web audience, with a youth increase of 45 percent and seniors surging upwards 67 percent in July.

While men continue to make up a larger portion of mobile Web users vs. women, comprising 53 percent of the audience in July, the growth of female visitors outpaced the growth of male visitors during the month, with women increasing 43 percent year-over-year vs. 26 percent for men.

“As with other forms of Internet technology, more men were early adopters of the mobile Web and still make up a slightly larger presence today,” commented Chris Quick, client services manager, mobile media at Nielsen. “Now that the technology is more mainstream, women are quickly embracing the benefits as ‘connected consumers,’ tapping the convenience of Web access on mobile phones to network, browse the latest shopping deals and get ideas for dinner, all while on the go.”

From celebrity news to shopping, mobile Web usage by women traversed a variety of subjects and actions in July, including online shopping and social networking. Women were 1.4 times more likely to visit and use AT&T search via a mobile Web device in July.

In July, men’s mobile Web interests centered on news, sports and online games. Men were 1.8 times more likely to visit technology news site Gizmodo via a mobile phone, making it the No. 1 Web site visited by men on their mobile devices in July in terms of unique audience composition.

Teen usage of mobile phones focuses heavily on texting, both sending and receiving. In Q2 2009, the top-ranked mobile activity for teens was messaging, with 84 percent of teens sending a text message and 55 percent of teens sending a picture message.

Adweek is a unit of the Nielsen Co.

Nielsen Business Media