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Mobile Web Usage Up 34%


Driven by teens and seniors

Web visitors using a mobile device increased 34 percent year-over-year, from 42.5 million visitors in July 2008 to 56.9 million in July 2009, according to a new report from Nielsen.

Overall, year-over-year growth among the 13-17 and 65+ age groups outpaced the growth of the total mobile Web audience, with a youth increase of 45 percent and seniors climbing 67 percent in July.

While men continue to make up a larger portion of mobile Web users compared to women, with 53 percent of the audience in July, the growth of female visitors outpaced the growth of male visitors during the month, with women increasing 43 percent you-over-year compared to a 26 percent growth rate among men.


"As with other forms of Internet technology, more men were early-adopters of the mobile Web and still make up a slightly larger presence today," commented Chris Quick, client services manager, mobile media, Nielsen.

"Now that the technology is more mainstream, women are quickly embracing the benefits as 'connected consumers,' tapping the convenience of Web access on mobile phones to network, browse the latest shopping deals and get ideas for dinner, all while on the go."

From celebrity news to shopping, mobile Web usage by women covered a variety of subjects and actions in July, including online shopping and social networking. Women were 1.4 times more likely to visit and use AT&T search via a mobile device in July.

In July, men's mobile Web interests focused on news, sports and online games. Men were 1.8 times more likely to visit technology news site Gizmodo via a mobile phone.

Teen usage of mobile phones centered heavily on texting, both sending and receiving. In Q2 2009, the most popular mobile activity for teens was messaging, with 84 percent sending a text message and 55 percent sending a picture message.





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