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Consumers to sharply increase smartphone usage by 2015 — research

Marketers should focus on m-commerce as the main channel to reach their target audience, as consumers plan to increase the use of their smartphones and tablets over the next few years, new research from the Internet Advertising Bureau (IAB) has found.

Polling more than 2,000 consumers in the UK, the US and South Korea, as well as a group of seven marketing specialists working at huge international companies like O2 and Microsoft, the IAB revealed that more than two in three consumers intend to boost the usage of their mobile devices by 2015.

In the UK, 62% of smartphone owners use them to go online more often than they use them to talk or text, compared to 59% of Americans. Almost a quarter of British respondents said they used their mobile devices to go online on a daily basis, nearly double the number of people who do that in the US (13%). Furthermore, Britons declared the highest levels of emotional attachment to their smartphones, with three in five people claiming that ´they couldn´t live´ without them, compared to 53% in the US and 31% in South Korea.

The UK leads the way in tablet penetration with 35% of consumers using their iPads or similar devices to access the Internet every day, compared to 31% in the US and 15% in South Korea, the report from the IAB stated.

The research found that three in four consumers would like to see mobile wallets becoming reality, but what most of them consider likely as a future development is mobile optimised websites and cloud based data storage.

Source: M2 Bespoke News


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