Despite lower than expected adoption and usage of mobile internet however, consumer appetite for mobile media services, such as live TV and radio, is strong. 86% of current mobile internet users and 56% of non-mobile internet users report they would be willing to use services via their mobile phone.
Holding back the mobile revolution are barriers intrinsic to the ability to use mobile web services, so called "hygiene factors"; speed of connection, the cost of mobile internet and handset battery life. Tellingly, even when cost isn't part of the equation, half of us (57%) who have tried to get online with a mobile and failed reported that they found the technology too difficult to use, access to websites was impossible and the mobile internet experience didn't meet their expectations.
The biggest driver of mobile internet adoption to date is social. Almost as many daily mobile internet users (70%) use social media services including social networks, instant messenger, blogs and forums on their phones as they do on their computer (79%). In some cases mobile applications for services like Facebook and Twitter are replacing computer access.
The ability to perform everyday activities such as checking real time travel updates (33%) and tracking in-store offers, coupons and vouchers (31%) were the most interesting to those that don't currently use mobile internet. Furthermore, they deemed well known brands the most appropriate to provide services for mobile internet spheres with 30% saying that they would like their favourite supermarket to offer grocery related services and 29% claiming that they are interested in their banks or building societies providing financial related services.
Charlton continues: "With high profile marketing campaigns all around us, consumers are aware that they can use their mobile to check their email and use Facebook. What we've shown here is that there is a genuine interest from consumers to engage with brands that they already connect with and use their mobiles as an extension to their everyday lives.
"There is a role for all of us to play in making the mobile internet a more attractive proposition to the mass market and the opportunity is massive. Our research highlights the task at hand to commercialise and monetise the mass mobile market and we have unique insight into what needs to happen to enable this. Brands hold the key."
The 'Brandheld' study was developed in consultation with 3, BBC, BSkyB, BT, Carphone Warehouse, Channel 4, Garmin, Global Radio, Google, IAB, IPC Media, ITV, MBlox, Microsoft Advertising, MTV, NBC Universal, Ofcom, Orange, Saffron Digital, Sony Ericsson, UKTV, Vodafone, Yahoo!