Quantcast predicts that mobile Web consumption ? which increased 148 percent globally in 2009 ? will reach new heights in 2010.

The research firm also found that mobile Web consumption in 2009 was up 110 percent in North America. North American page views made up 1.3 percent of the global Web consumption.

?Mobile Web usage is growing exponentially and the market is at an inflection point with the increasing availability of powerful mobile devices, high bandwidth wireless connections and an increasing number of developers producing content geared for users on the go,? said Konrad Feldman, CEO of Quantcast, San Francisco.

?The data clearly shows the demand for these devices,? he said. ?The launch of Motorola?s Droid on Verizon has been a huge hit, the best launch for the mobile Web since the iPhone, and it?s plain to see that consumers want and expect more from their vendors.

Quantcast measures and organizes worldwide audiences in real-time so advertisers can buy, sell and connect with the right consumers.

Hello, Moto
Apple?s mobile Web share has declined since the launch of other smartphones such as Motorola?s Droid.

Quantcast found the Droid overtook Palm?s Pre and captured about 4 percent mobile Web share in its first month.

The Droid release is also largely responsible for a 10-time increase in Motorola?s North American mobile Web share in the past quarter.

Quantcast said the Droid is the most impressive entry into the mobile Web market since the iPhone and represents significant support for Google?s Android operating system.

The Android operating system surpassed BlackBerry?s Research In Motion operating system to take 12 percent of North American mobile Web share.

Quantcast compared the volume of mobile page views in the week of Dec. 18-24 with that of the same devices during the week of Dec. 25-31 and found Apple?s iPod touch received a 47 percent increase in Web consumption the week after Christmas.

In 2010, North American mobile page views will make up 2.3 percent of global mobile Web consumption.

?Mobile Web usage will grow and the volume of content consumed on the Web will accelerate,? Mr. Feldman said. ?Also, the distinction between mobile and desktop will start to blur and we see an increasing number of devices that sit in between the two, for example Apple and Microsoft?s tablet devices.

?Perhaps we won?t need this report in a couple of years time because the distinction won?t be relevant,? he said.

Mobile content hungry
Marketers need to think about mobile as a tactic that supports broader marketing activity. However, the lines are blurring and there will be a continuum of devices by which people can be exposed to marketing messages.

Mobile is simply another distribution and access point to reach consumers.

The mobile channel will also change the retail experience in terms of being able to bring consumers in to stores when they are nearby and lose them when that consumer can instantly find a better price elsewhere.

?The iPhone phenomenon shows us that consumers are hungry for content and functionality when and where they want it,? Mr. Feldman said. ?For years people have said that ?next year will be the year for mobile,' perhaps we?re now really there.?