Finally, the Mobile Web Is Attracting UK Users

The lack of user-friendly handsets contributed to a slow takeup of mobile Web services in the UK. But things may be changing.

"The launch of the 3G iPhone last summer gave the market a big boost," says Karin von Abrams, eMarketer senior analyst and author of the new report, UK Mobile Internet. "Nifty, practical iPhone applications such as maps, GPS services, games, news and social networking have caught consumers' attention and are starting to build momentum."

Estimates of UK mobile Internet users still range between just 7.2 million and 17.4 million, however.

According to the UK Office for National Statistics (ONS), more mobile users in the UK are accessing the Internet via computer than by handset.

"A majority of Internet users not yet connected via phone would like Web access on their mobile," says Ms. von Abrams. "But compelling content and services are needed to attract more converts."

In fact, iPhones are not for everyone. In the short term, there is a lack of proven, affordable Internet-ready handset alternatives that meet a range of consumer and professional needs.

"Some UK operators are already offering handsets designed with specific audiences in mind," says Ms. von Abrams.

One notable example is the INQ¹. Launched in November 2008, the handset is free with a contract from service provider 3 (minimum charge £15 per month, or $22.35) or costs £79.99 ($119.20) on a "pay as you go" tariff.

"The financial crisis has overtaken content providers and mobile developers too, slowing the migration of prime content to the mobile Internet," says Ms. von Abrams. "But the mobile Web is gaining ground in the UK, and soon the audience will be large and broad enough to interest mainstream advertisers."