More Consumers ‘To Access The Web From Mobiles’

by Stephen Logan on 29th December 2010

The global growth in smartphone sales is going to result in an increasing number of people accessing the internet via their mobiles.

This is one of the Mobile Marketing Association's (MMA) predictions for 2011, with the organisation noting that more than 85 per cent of the handsets shipped globally will have browser capabilities.

It is expected that this will lead to conventional websites being visited through these devices, especially as smartphone user interfaces improve, while business-to-consumer applications will also be delivered over the channel.

"As smartphone penetration increases, more users will possess the technology to view richer content on their mobile devices making the medium extremely useful for marketers," the MMA said.

The forecast follows a recent report from Berg Insight that predicted the global marketing and advertising sector will grow at an annual rate of around 41 per cent between now and 2015.

It said that by the latter date, mobile marketing will make up almost 16 per cent of the digital advertising industry.