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MMA调查:28%欧洲手机用户计划来年每周使用移动互联网

发布时间:2010-09-28 10:49:17 Tags:,

据手机行销协会Mobile Marketing Association (简称MMA)提供的数据显示28%的欧洲手机用户期待来年每周使用移动互联网。

英国手机用户被认为是最有可能定期使用移动互联网的,约计36%的用户比例表达了期待。相比之下德国的用户比例仅为27%,而法国仅为20%。

Mobile Marketing Association

Mobile Marketing Association

资费问题成为了用户是否愿意使用移动互联网的一大障碍,56%的法国和英国用户,以及35%的德国用户认为他们并不乐意在访问移动网页的时候付费。而下载速度、预览情况和导航设置问题同样也是这三个欧洲主要国家手机用户上网的几个考量因素。

该研究还显示资讯、天气、手机社交网络、手机搜索是手机用户最想访问的类别。平均30%的欧洲手机用户(英国为30%。法国为25%,德国为36%)愿意接受手机定制服务,其中38%的定制用户更愿意使用手机短信而不是电子邮件的方式。

MMA主管市场情报的副总裁Peter A. Johnson表示调查结果很明确,移动互联网具有很大的用户增长空间,这个对于移动广告商来讲也同样具备市场开拓的意义。

Lightspeed Research市场行销主管(欧洲、非洲和中东部分)称2011年有超过三分之一的手机用户使用移动互联网,这对于品牌主和广告主来讲就是一个极大的面向用户的机会。(本文由游戏邦/gamerboom.com编译)

average of 28% of European mobile consumers expecting to access websites once a week or more using their mobile phone over the next year, according to research commissioned by the Mobile Marketing Association (MMA).

British mobile consumers emerged as the most likely to use the mobile Internet regularly, with 36% stating their intentions to do so over the next 12 months, followed by Germany at 27% and France at 20%.

Free access to websites on the mobile Internet emerged as a major driver for usage, with 56% of consumers in France and the UK, and 35% in Germany, stating that they would be very unlikely to use websites which charged them a fee. Fast loading times of websites to the mobile device and simple viewing and navigation were also key amongst French, German and British mobile consumers, with relevant and useful content whilst on the move also featuring highly for Germans.

The report also found that news, weather, social networking and mobile search were cited as the sites mobile consumers were most likely to access over the coming year, with maps and directions being the most desired content in the UK and France, and headlines in Germany.

On average, 30% of mobile consumers (30% UK, 25% France and 36% Germany) were willing to receive alerts from websites of interest on their mobile phone, with 38% preferring these to be via SMS rather than email. Mobile search engines emerged as the most popular means of accessing websites on the mobile handset in all three countries, followed by bookmarking in the UK and France, and alerts and notifications in Germany.

“The survey results have shown that there is a clear and growing market opportunity for the mobile Internet,” said Peter A. Johnson, vice president of market intelligence, MMA, and author of the study. “The high usage of the mobile device for accessing websites is opening up as a key channel for advertisers. To make the most of this opportunity, site owners and developers need to ensure their websites are well-designed for mobile, user-friendly and easily discoverable using mobile search engines.”

“With almost a third of mobile users intending to use the mobile Internet in 2011, it is becoming a very attractive medium for brands and advertisers to engage with consumers,” stated Ralph Risk, Lightspeed Research Marketing Director EMEA. “Understanding how their customers use the mobile Internet is key to designing effective and interesting content.”(source:cellular-news)


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