UK Mobile Web Use Still Sluggish

The lack of mobile-compatible web sites, and the lack of useful content on those that exist seems to be the main reasons UK mobile users are still shunning the service at their fingertips, says a report by eMarketer. Telecoms watchdog OfCom said less than 12% of UK mobile users accessed the Net on their phone in July 2008.

Mobile Web advertising will gain ground in 2009, but financial constraints will prevent most UK advertisers from putting big money forward until audience numbers are much higher. Other areas such as mobile social networks will suffer, as neither the audience nor the marketing investment is there.

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