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In a recent article in the mobile marketing magazine Forrester claims that Mobile Internet usage in Europe is growing and is poised for mainstream adoption. That’s the conclusion of a Forrester Research survey of more than 14,000 consumers across seven EU countries. 24% of online European (and of UK) consumers now regularly access the Internet from their mobile phones, the report notes, creating new opportunities, but also confusion, for brands unsure about their target audience and their mobile strategy. It has been noted that the success of Apple’s iPhone has acted as a marketing catalyst that showcases the potential of the mobile platform. But, the analyst says, an app is not a mobile strategy.
A report, titled: ‘Mobile Internet Creates New Opportunities For Direct To Consumer Strategies’, breaks down mobile Internet usage across France, Germany, Italy, the Netherlands, Spain, Sweden, and the UK. Sweden and Italy have the highest rate of mobile web adoption, while France has the lowest percentage of subscribers using the mobile web. The report also provides recommendations to consumer product strategists looking to implement an effective mobile Internet strategy. To view the report visit Forrester.com. Please note there is a cost to view the full report.
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