NEW YORK: US consumers' appetite for mobile web surfing is expected shortly to overtake current global number one, the UK, according to new data from American analytics firm Bango.

This shows the top five countries accessing the mobile web via its platforms in July were: Britain with 19.35% of the worldwide total; the US (18.88%); India (10.82%); South Africa (8.82%); and Indonesia at 4.08%. 

But the company says US usage has climbed four percent in recent weeks, while in the UK it rose by a more modest one percent.

Concludes Bango's North America vp Adam Kerr: "We fully expect the US will overtake the UK in this ranking as early as this month.

"The USA share of the browsing market has grown as an increasing number of phones come with bigger screens and service contracts that include unlimited internet access."

Kerr forecasts the US will surpass the UK in mobile web usage with close to 23% of the total market, leaving Britain with slightly more than 20%.

He added: "We predicted 2008 would be a pivotal year for the mobile web in the US, and our data is backing that up.

"Clearly the rate of growth and acceleration is getting faster in the US and around the world."

Data sourced from Adweek (USA); additional content by WARC staff