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Users Demand Reliable Mobile Web Service
New research released yesterday has shown that online consumers accessing web content through their mobile phones in the States are growing increasingly frustrated with poor service.
According to Equation Research, over 60 per cent of mobile internet users had problems trying to access web content through their phones. Eight out of ten Americans said they would use their phone more for internet browsing if the experience bore greater resemblance to the service they get from PC browsing.
All of this is hardly surprising: “Mobile Internet Not as Reliable as my PC,” is hardly worth holding the front page for. Mobile internet is still in its infancy and as with all developing technologies, as phones get smarter internet content will become easier to access.
Having said that, mobile internet consumption is growing rapidly; the US mobile web population increased by 34 per cent this year since July 2008. Unless service can improve quickly, companies risk turning customers off the idea of mobile internet in favour of wireless laptops and netbooks.
Part of the problem is that smartphones can generate as much as eight times the signalling load of a USB modem-equipped laptop according to Airvana. Smartphones are clogging the wireless networks, already accounting for triple the amount of signalling activity as laptops.
The mobile market will have to adapt to cope with the extra load, especially as online advertising and in particular mobile marketing online ramps up over the next couple of years. Equation Research recorded in July that only 11 per cent of brands are using mobile advertising but with growing output from top mobiles such as Apple’s iPhone, the market is set for expansion.
Mobile and Video Advertising news posted by Scott Tickner on 20 October 2009
