Quick Take: Study finds wireless Internet use on the rise

Posted by Editor on Sep 3, 2002

The survey, conducted among U.S. Internet users over the age of 18, found that of the 19.1 million users owning a PDA, 5 million access the Internet with those devices. In addition, among the 67.2 million users who own a cell phone, 5.8 million are using those devices to access the Internet. A small number of users, however, report accessing the Internet using both types of devices, reducing the total number of wireless Internet users to 9.9 million.

Although wireless Internet usage is still in its relative infancy, these data prove there already is a significant wireless Web audience, said Peter Daboll, Division President of comScore Media Metrix. While there are more Internet users with cell phones, a much higher proportion of PDA owners report using those devices to go online. These usage rates warrant careful monitoring, both by manufacturers, as they develop new devices, and by publishers and marketers as they evaluate wireless strategies.

The survey also revealed:

Seventy-two percent (72%) of wireless Internet users are male, while only 28% are women, compared to a nearly even distribution among the total Internet population.

Younger users, ages 18-34, account for 53% of wireless Internet users, while 42% are 35-54 and only 4% are 55 or older. In the total Internet population, by contrast, 40% are 18-34, 46% are 35-54 and 14% are 55 and over.

A large number (59%) of wireless Internet users are from high-income households (more than $60,000 per year).

Gay/lesbian sites have the greatest number of wireless users (30%), followed by car rental sites (17%), directories-classified sites (16%), retail-movie sites (16%) and retail- ticket sites (16%).

Although 11% of all Web-based e-mail users access the Internet using a cell phone or PDA, users of some mail services were more likely to utilize wireless access, including users of Netscape Webmail (16%), AOL.com Email (15%) and MSN Hotmail (13%).

Although 11% of instant message users access the Internet with a wireless device, users of some instant messaging services were more likely to utilize wireless access, including users of MSN Messenger (14%) and AOL ICQ (13%).

Twelve percent (12%) of visitors to online news sites access the Internet using a wireless device. However, certain Internet news sites draw a higher percentage of wireless users, including Wall Street Journal Interactive (17%), Boston.com (16%), CNN.com (15%) and NYTimes.com (14%).

This first release of wireless usage data among active Internet users reveals distinct demographic characteristics and online behaviors that make this audience especially desirable to digital marketers, said Daboll. Furthermore, the data identify specific destinations on the Web at which marketers and advertisers are most likely to target these users. While these findings have immediate implications for near-term marketing and advertising strategies, understanding and continuously monitoring this maturing audience will become critical as technologies advance and adoption rises.

To learn more about the study, visit the group's Web site at comstore.com.

eyeforpharma is planning its Mobile Sales & Marketing Strategies for Pharma Event in Europe 2003. This is the first major European event for the pharmaceutical industry and will discuss how pharma companies can increase their profits and efficiency using mobile technology.

For more information or speaking and sponsorship details, contact Event Director John Lane on +44 (0)20 73 75 75 79 [direct] or email jlane@eyeforpharma.com.