Press release: Handsets, cost and connection speed holding back mobile internet adoption

London, 21 January, 2010: A huge 76% of mobile phone users don’t use their mobile to access the internet a UK-wide study into our mobile habits by leading research specialist Essential Research has revealed. The news comes despite industry hype around the success of internet-enabled smartphones such as Apple’s iPhone and Google’s Nexus One.

Even more surprising is that 60% of UK mobile users claim to not even own a mobile with internet access and just 30% of these are interested in getting one. The picture gets worse for mobile operators with the revelation that even for upwardly mobile internet users and owners of smartphones, one third (31%) have never used their phone to connect to the internet, a quarter (24%) use it less than once a week and 8% tried it but don’t intend to do so again.

The independent study, titled ‘Brandheld’, is the most comprehensive study of its kind researching over 2,000 mobile phone owners aged 16+ with a combination of qualitative and quantitative techniques plus ethnographic case studies. The focus of the research was developed in consultation with a number of well known brands and businesses from across the mobile industry (see Notes).

Alex Charlton, Partner at Essential Research which conducted the study over six months in 2009 comments: “This type of research doesn’t often see the light of day, and what we’ve found is pretty surprising news: there is an enormous gulf between the perceptions we hold about mobiles being a big part of our Internet lives and the reality. In fact only a small percentage of us are truly internet mobile users and the industry has a big job to do to move mobile internet into our everyday lives.”

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.

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Holding back the mobile revolution are barriers intrinsic to the ability to use mobile internet 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 website 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.”

For more information on the ‘Brandheld’ study findings, please contact EssentialResearch_at_championcomms.com (change _at_ to @)/ +44 (0) 20 7268 3076.

-ENDS-

Notes to Editors:

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!

The study was conducted over six months between June and December 2009 and involved hundreds of research hours using the following techniques and sample:

Ethnography

• 10 ethnographic studies over 3 months
• Including 2 visits, 1 at home and 1 out and about
• Handset placement and/or task setting
• Longitudinal respondent video diary

Qualitative research

• 8 discussion groups
• 5 accompanied shops
• 5 anonymous interviews with store assistants

Quantitative research

• 30 minute quantitative survey
• 2,000 UK adults aged 16+
• Weighted to the offline universe

About Essential Research

Essential is a research consultancy specialising in Media, Communications, Technology and Entertainment. Our clients include Microsoft, MTV, the BBC, Channel 4, Ofcom and 3 and we’ve worked on everything from the launch of new TV channels to consumer expectations of mobile video. Essential was established in 2005 by three former BBC executives; Luca Antilli, Stuart Knapman and Alex Charlton and in December 2007 was voted “Best New Agency” by the Market Research Society.

Please visit www.essentialresearch.co.uk for further information.

Media Contact:

Champion Communications

E: EssentialResearch_at_championcomms.com (change _at_ to @)

T: +44(0) 207 268 3076

We’ve just completed our latest House Special, ‘Brandheld’ which investigates consumers’ mobile habits in the UK. What we’ve seen is there is genuine interest from consumers to engage with brands that they already connect with in everyday life by using mobile internet services as an extension and addition to this whilst on the move.

The research reveals mobile internet adoption is not as prevalent as we might believe. We certainly all know it exists, but right now, the majority of UK consumers aren’t using it. There are a number of barriers for this, but none of them insurmountable. The opportunity however is huge. A staggering 86% of mobile internet users would consume media, such as live TV and radio, in additional to a robust 56% of non-mobile internet users. Sociability, often through social networks, is the biggest driver of mobile internet adoption to date, but our research also showed strong consumer desire for branded services for activities including shopping, banking, location-based vouchers and coupons for example.

The full ‘Brandheld’ report includes findings from our quant survey of 2,018 UK consumers age 16+, as well as qualitative findings and video diary extracts from our ethnographic work, and will be available from mid-February.  If you’re interested in finding out more, please get in touch with alex@essentialresearch.co.uk to discuss your needs.