13 July 2009 | Author: L. Sutherland Head of Media Content

iPhones see mobile internet overtake traditional media

When the iPhone was first released back in 2007 it was expected to revolutionise the mobile web and, with its slick design and intuitive interface, the pocket-sized gadget has certainly changed the playing field when it comes to mobile devices.

From a boom in mobile search to the app-happy extras that put a smile on the faces of gamers and businesses workers alike, the iPhone has hopped from innovation to innovation.

However, it's the seemingly effortless internet connectivity and enhanced screen that is the highlight of the device for many, so it hardly seems surprising that new research has revealed that iPhone fans are now spending more time browsing in the mobile internet than they are listening to the radio or watching TV.

AdMob has released a survey that shows that 58 per cent of users are surfing the web on their iPhones rather than turning to traditional media for entertainment. Brand Republic also reports that the mobile advertising company also found that iPhones are changing the way users relate to their PCs, with 43 per cent accessing the web from their mobiles more frequently than they do from their home computer.

With so many iPhone devotees using their downtime to source entertainment online, it's certain that mobile advertisers will be quick to jump on the news. What's more, Forrester Research last week revealed that online marketing budgets are set to shoot from 12 to 21 per cent of total spend in the next five years. The analytics company also recently released a study that indicated that other mobile devices are seeing an increase in internet usage across Europe - a jump from 20 per cent last year to 24 this year.

Papers such as these only serve to highlight the fact that, despite massive increases in uptake, the mobile web - and its advertising opportunities, is still in its infancy.

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