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Users Dial Up Mobile Internet
September 04, 2008
By Mike Shields, Mediaweek
NEW YORK Mobile Internet usage is exhibiting healthy growth in 2008, as more Americans adapt to Web friendly phones and existing users grow more adventurous, per a new report by mobile techology vendor Crisp Wireless.
Overall, the report found, users are consuming more Web content, particularly content that lies outside carriers’ 'walled garden' environments.
The total number of mobile Web impressions generated by users surged by 29.4 percent in the second quarter of this year, up from the previous quarter, according to data compiled by Crisp's Wireless Publisher Network.
Partners in the network range from NBC to Hearst to Turner, reaching 17 million mobile users in aggregate each month.
Though mobile Internet is still in it’s infancy -- Nielsen estimates that 40 million U.S. users accessed the mobile Web last May -- there are at least 200 million wireless subscribers in the U.S.
Crisp found that as the existing mobile Web user base grows more experienced, they rely less on individual carrier’s prepackaged Web portals, which are known as "decks" in mobile circles. Positioning on carriers' decks is seen as crucial by many publishers for traffic growth in the medium's early stages.
However, on-deck traffic is declining steadily, according to Crisp's research. For sites that maintain both an on and an off-deck presence, the percentage of traffic derived from on-deck exposure declined from 53.4 percent in the first quarter of 2008 to 45.7 percent in the second quarter, per the report.
Mediaweek is a sister title of MarketingyMedios.com.
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