3 in 5 interact with mobile web marketing

UK consumers that access the internet through their mobile phone are more than 60 per cent more likely to interact with digital marketing than other users, it has been found.

Research by Neilsen Mobile found that 12.9 per cent of UK mobile users access the internet with their handset.

Only the US boasts a larger mobile internet audience than the UK, with 15.6 per cent accessing the web through their handsets.

However, despite the high percentage of internet marketing interaction, the firm claims that more should be done to encourage users to go online while on the move.

The report stated: “The mobile internet is often included as part of a larger mobile media package.

“Users may be either unaware or disinterested in the internet access that is provided.”

Two thirds of those users that claim to have responded to digital marketing via their mobile were men, while 82 per cent of iPhone owners make use of its web facilities.