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Consumers prefer mobile Internet over PCs: IBM

More than 50 percent of consumers would substitute their Internet usage on a PC for a mobile device, according to a study conducted by IBM.

The study, titled, "Go Mobile, Grow" found that consumers are open to full adoption of the mobile device as the hub for Internet activity. IBM surveyed 600 consumers in the United States, China and Britain on their preferences regarding the mobile Web.

"The time is now for companies to develop intuitive applications and services that allow people of all ages to effortlessly access and use the Internet while on the go," said Christian Seider, senior managing consultant of IBV global electronics industry for IBM, New York. "But first companies need to consider what it is that consumers need and want while on the go."

The survey found that communication, travel, navigation, and news applications are expected to increase significantly in popularity and usage over the mobile Internet.

With the world's population of mobile-phone users expected to increase from the current 50 percent to 80 percent in 2013, companies around the world will have to change the way they operate and relate to their customers, employees and partners.

A whopping 70 percent of consumers worldwide believe that the mobile Internet has the potential to add significant value to their day-to-day lives.

Internet Adoption
Respondents showed a great intent to increase their mobile Internet usage.

In fact, by 2011, 39 percent of respondents said they expect to increase Internet use on their mobile device by at least 40 percent.

The survey found that Chinese consumers are the fastest adopting society of the mobile Web.

This finding is in synch with IBM's previous hypothesis that within emerging and leading edge markets, the mobile platform will be the primary way of interacting with businesses and institutions.

These countries have in many cases leapfrogged the PC era and are routinely using their mobile devices for a variety of consumer services.

Desired content
The study found that in terms of mobile content, 71 percent of respondents acknowledged that they expect to increase their usage of communication services such as obtaining maps and directions, instant messaging, social networking, emailing and reading the news from their mobile device.

Growth markets like China and India are leading this adoption at a rapid pace and are proving to be the most open towards mobile Internet than the mature markets.

The survey found that consumers still prefer to execute services such as banking, stock trading, shopping and general search on the PC rather than a mobile device.

Age preferences
Age is a determining factor of mobile popularity.

The mobile Internet is the most popular among Generation X and Generation Y, as they tend to be more technology savvy and have a greater exposure and acceptance of emerging technologies.

Over 50 percent of respondents who chose "Strong to Full substitution" of accessing the PC versus a mobile device were 15-30 years old and believe the industry is doing its best to advance the mobile Web.

However, most are still unsatisfied with the price and services offered by carriers and handset manufacturers.

Brand loyalty
Consumers are most loyal to their preferred brands for communication services such as email and instant messaging, the study found.

However, the survey also found a lack of loyalty for entertainment services.

Over 50 percent of respondents would like to use the same brand on their PC and mobile device when emailing, banking and instant messaging.

Device features
There is an overall consensus that the industry is doing its bit for mobile Web.
But, consumers desire greater affordability, awareness and better content and applications for the mobile Internet.

In terms of device features, the survey found consumers prefer a large screen, high resolution, internal memory, and quick speed data transfer as the most important and desired features in their mobile device.

Implications and recommendations
In order to stimulate and increase mobile Internet adoption, device makers, carriers, Internet service providers, mobile application developers and content providers need to define their mobile Internet strategy by understanding consumer behaviors and needs.

Manufacturers, carriers and ISPs need to transform their business model to align with the identified mobile Internet strategy.

Consumers want reliable, cost-efficient and scalable infrastructure to for their mobile Internet services.