Growing importance of the mobile internet 'is indisputable'

Companies planning search marketing or online direct marketing campaigns should not forget about the mobile internet, it has been claimed.
According to Philip Bates, a senior manager with market intelligence company Analysys Mason, "the growing importance of the mobile internet is indisputable".

While smartphones with internet access were once seen as a business tool, Mr Bates noted that the Apple iPhone has "captured consumers´ attention" and has made mobile internet relevant to a wide range of people.

"Looking forward I see a trickle-down effect, with manufacturers vying with each other to offer a range of attractive applications such as Facebook and Twitter access on much lower cost devices," he added.

His comments followed a report by the European Interactive Advertising Association, which revealed that Europeans spend more time using mobile internet a week than reading newspapers.

The study also revealed that younger people are driving adoption of mobile internet, with 24 per cent of 16 to 24 year olds using the mobile internet.
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