Mobile Web Sites Becoming More Critical for Businesses

Anthony Wayne    Cell Phones, mobile marketing     Mobile Apps, mobile web sites

More and more Americans are accessing the web from their mobile phone.  In fact, nearly 100 million consumers are forecast to be on the mobile web this year in the USA.  That makes having a mobile web site and an app an increasingly important proposition.

She uses apps

The U.S. mobile web population will grow nearly 25% this year as 97 million mobile owners log on to the internet from their device at least monthly, according to a new report from eMarketer. By 2015, more than three in five mobile users and almost half the total U.S. population will be using the mobile web.

Most of the growth will come from increased smartphone penetration, which will reach 38% of mobile users and 29% of the overall population by the end of this year. The number of smartphone users is set to increase by half this year and continue growing at a steady double-digit pace through 2015, when nearly 150 million U.S. consumers will have such a device.

Mobile internet usage is still heaviest among young adults — about half of 18-34 year-olds are logging on to the mobile web this year. But usage is on the rise among older adults as well. With consumers flocking to the mobile web in record numbers, marketers are close behind.

A new Forrester report projects mobile to be fastest-growing interactive advertising category with a compound annual growth rate of 38% between now and 2016, more than double that of the total interactive marketing spend. “The rapidly expanding smartphone and mobile internet user populations raise the stakes for marketers and make the mobile web more of an imperative than ever,” says Noah Elkin, eMarketer principal analyst for mobile.

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