Strong sales of smartphone and tablet devices over the last year have spurred mobile internet activity, according to new research published today.
Research company GfK Retail and Technology has launched a new survey measuring mobile internet activity as it becomes an ever increasing component of retailers’ online offering.
Using its Network Intelligence Solution (NIS), GfK has already discovered that smartphone users visit on average 24 different websites each day using their handsets, and the busiest time for mobile internet usage in the UK is 16:30 BST.
Fredrik Hallberg, Managing Director of GfK NIS, commented: “NIS allows us to provide both mobile operators and the media industry with relevant and reliable information, enabling them to fully monetise mobile traffic for the first time.”
Research from global technology company Usablenet released today found that retailers with full m-commerce websites in the UK achieved traffic increases of between 50 and 100 per cent.
Many major retailers have adopted mobile apps during the last year, including Homebase, eBay, John Lewis, Debenhams, Sainsbury’s and Tesco, and technology experts Ovum Research predict that 2011 will see huge expansion of mobile services in the retail sector.
GfK’s study shows, however, that the vast majority of websites visited using mobile handsets are of the traditional kind rather than specific mobile sites, so even retailers not investing in apps have been benefiting from m-commerce’s emergence.