A Harris Interactive study of more than 2,000 adults in Great Britain indicated that mobile Internet use is relatively low across the board—certainly lower than network operators would like, but that young males are the most loyal mobile Internet users.

Demographically, results indicating which age groups are more likely to use mobile devices to access the Internet were unsurprising: more than half (53%) of 16 to 24 year olds had done so, vs. only seven percent of those aged 55 and over.

However, mobile usage among the younger set is inconsistent. While more than half report usage for surfing the Internet, that leaves 47% who do not. Among those who report usage, only 13 percent state usage on a daily basis, but more than a third (36%) use the feature at least once a week.

The Harris Interactive report explains, “The service providers need to provide customers with more information on the benefits and guide them on how to use it” (“Mobile Internet—Is It Just a Toy for the Young?” May 17, 2007).

An additional factor affecting who engages in mobile Internet usage and who does not is cost. More affluent users indulge more often and for more time in the service, while less affluent users shy away from it, as they are less secure about how much they will end up spending. ”The cost and the complexity of the charging structure have often been reported as reasons why mobile Internet is not yet considered mainstream. A majority of charges for this service are based around cost per megabyte making it difficult for the user to gauge what they are spending at any one time.”

In the UK, pre-pay plans are still most popular, especially for the younger group of respondents. Mobile operators are attempting to make a change to ensure contract subscribers, which pose a challenge. Tom Perrott, Insight Director within the Harris Interactive Europe Technology Research Practice, explains, "Networks will have to work hardest among the pre-pay customers to implement a charging structure that does not hold back use, but still provides them with the much needed revenue stream to reduce their dependence on just voice and text."

As is often the case with emerging technologies, males grasp onto new developments with more immediacy and with more vigor than females. Perrott added that, “…males…tend to take up technology sooner than females and initially are the more intensive users."

In Great Britain, males comprise half of the population, yet 62 percent of all of those who have ever used mobile Internet are males. Among all adults who engage in mobile Internet usage, almost three-quarters of those who do so at least once a week are male.

In order to encourage increased usage of this feature, Perrott describes possible steps for the industry to take:  "Repeat use of mobile internet will depend on what is available on this platform and like mobile TV will be driven by content. Previous Harris Interactive research that looked at uptake of mobile internet indicated that TV sport was the most desired content when on the move. Major sporting occasions, particularly tournaments, may boost mobile Internet trial and then subsequent use."