In the ethnographic stage of our research, the handsets we placed with participants had wifi and many of the potential barriers were just as pronounced. They were frustrated that the connectivity and speed would differ from place to place, and couldn’t understand why.

In our survey, we are able to make a broad distinction between different types of connectivity (broad because a) not everyone was able to identify what phone – and thus connection – they had and b) coverage will vary depending on network/area and whether they have a wifi subscription).

Unsurprisingly, people with wifi or a fast connection are more likely to use the internet on their phone. However,many with fast connections are still not using them. Those accessing the mobile internet tend to be early adopters who are comfortable with technology and can see obvious benefits (e.g. checking social networks on the go). To get the less tech savvy and those who have different needs for a mobile internet to adopt the technology, we believe a greater emphasis is needed on the unique benefits the mobile internet can offer – such as travel or location-based information, or vouchering. Brands and services have a vital role to play in this.

Best,
Simon