Mobile web growing in popularity in US

31 March 2009

WASHINGTON, DC: Almost 40% of Americans are using the mobile web more frequently, while 8% regularly access the medium to "create and share content or express themselves," according to figures from the Pew Internet & American Life Project.

Nielsen Media Research has previously found that US consumers are spending more time watching "three screens" – that is, viewing content on their mobiles, computers, and on television.

Pew conducted a survey of 3,553 Americans, and reported that 39% of respondents have "positive and improving" attitudes about using their mobile devices to communicate and access information.

It also argued "digital collaborators" are the most engaged group with the medium, and "delve deeply into digital lifestyles to collaborate with other users to create content and express themselves online."

A further 7% of US consumers can be termed "media movers," and see mobiles as a means to "share digital content with others."

Some 9% of respondents, the "roving nodes," use these devices "to enhance personal productivity," while "ambivalent networkers," or 7% of those surveyed, visit social networking sites on the mobile internet, but were less active in other areas.

By contrast, the "mobile newbies" – accounting for 8% of participants – are still getting used to the various tools available to them. 

The remaining 61% of consumers questioned by Pew accessed the internet via broadband rather than their mobiles, mostly used their phones to make calls, and "often find incoming messages intrusive."

Data sourced from Pew Internet; additional content by WARC staff