Brands will also play a big role in driving mobile activity, the study found.
“Going Mobile: An International Study of Content Use and Advertising on the Mobile Web” was based on more than 6,000 interviews in the U.S., France, Germany, Italy, Spain and the U.K. conducted in partnership with TNS Media and Entertainment.
Seventy-six percent of all consumers in the U.S. and Western Europe have Web access on their mobile devices, and about one-third (32%) use it. Regarding usage among those with access, the U.K. leads with 54%, followed by the U.S. and Italy, both at 41%. Eighteen percent said they expect to spend more time this year on the mobile Web.
Almost a third (34%) of mobile Web users say they will watch advertisements in exchange for free mobile content.
The complete report is available at www.online-publishers.org.