Think Customers: The 1to1 Blog

A new repot from the Mobile Marketing Association which interviewed about 1,000 mobile users from the U.K. and about 1,000 from the U.S., indicates a strong consumer demand for the mobile Web – especially to conduct practical activities such as booking travel, conducting banking, and ordering groceries.

In the study, about 90 percent of the respondents said they are interested in learning about the mobile Web, 50 percent said they were unaware that there are mobile sites optimized for use on mobile phones, and 86 percent said they were interested in knowing which sites are easily accessible on mobile phones.

But consumer reluctance of advertising (especially in the United States), slow network speeds, inadequate device capabilities (small screens), and consumers’ doubt about data security over mobile all stall the acceleration of the mobile Internet and mobile marketing, and as a result, hamper the overall consumer mobile experience.

Mind Commerce estimates that the world market for mobile marketing will reach $19 billion by 2012. During that time, mobile providers and wireless carriers must make the necessary improvements to enact positive mobile experiences. And mobile marketers must understand how the medium can increase brand awareness and customer equity.

The better the experiences, the more the mobile Internet will catch on.