Internet usage on mobiles is rapidly increasing

Mobile internet websites are becoming an important platform for advertising as more and more people are connected online using their mobile phones or tablets.

For example in Lithuania there were only 8,8% of people who agreed to be using mobile devices for internet in winter of 2011, but the latest research reveals that this number has grown to 20,5% within one year.

People using internet on mobile device in Lithuania, %

There is no surprise that the biggest penetration of mobile internet is among younger people as total internet usage rate is also the highest in the same age groups.

Mobile internet penetration in Lithuania, 2012 winter, %

The most popular purpose to use internet is to check e-mail (8%). Then follows search engines (6%), social networks (5%) and news websites (4%).

Not only has the penetration differed in different age groups, but also the purpose to use mobile internet. The most popular activity on mobile internet in age group of 25-29 y.o. is to read e-mails while youngsters use mobile internet mainly for social networking. The most popular purpose to use mobile internet for 19-24 y.o. respondents is to access online search engines.

According to "Gemius Traffic" mobile page views share has increased from 1% in 2011 Q1 to 9,76% in 2012 Q1 in Lithuania (LV: 2011 Q1 - 3,17%; 2012 Q1 - 7,39%). Although biggest news websites provide special apps to be easily accessed by phone, users prefer to use browsers. Popular Estonian website Postimees reveals that only ~14% of its mobile readers use specific app.

The growing trend of mobile internet penetration should persist as more and more advertising encouraging to use mobile internet appears on media. Moreover, Estonian mobile operator Elisa has reported that the price range of smartphones sold shows increasing range. People prefer more medium and high price phones instead of cheaper ones. They want better user experience – more functionality, more powerful and faster processor and brighter and bigger screen.

On the other hand, Estonian data shows, that even those who do not have "smartphone" in their pocket, use mobile itnernet on their regular mobile phones.

Mobile internet users and smartphone owners in Estonia, %

Mindshare Lithuania Research Manager, Justas Sirvydis