2/10/2010 11:22:00 AM
Operators losing the battle to define mobile internet experience
A report into young people’s mobile internet usage on handsets has revealed that although there are still many opportunities for operators, they may be failing to capitalise on them.
The survey into mobile internet uses across Europe, carried out by analyst CCS Insight, found that operators are failing to influence users’ internet habits. As a result, they are continuing to visit familiar web brands such as Twitter and Facebook, rather than using services such as Nokia’s Ovi.
Over one quarter of young people access the internet through their handset everyday, the survey found.
However, in Spain and Italy, two-thirds of women under the age of 36 have never used the internet on their phone. CCS Insight cited this is an example of an untapped market that operators are failing to provide appropriate services for.
The survey also found that mobile internet users are willing to pay for content, such as games, and analysts at the company said there is room in the market for a paid-for social gaming service.
CCS Insight director of mobile internet Martin Garner said: ‘Our survey reveals the true picture of mobile internet usage among young consumers in Europe's top five markets. It shows that as smartphones become more affordable, people are using them to access the sites they know and love on their PCs. Mobile network operators and handset manufacturers are losing the battle to define the mobile internet experience, despite the huge sums they're pouring into sites that compete with the familiar web names.’