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Mobile phone internet use soaring

The growth of mobile phone internet use is far outstripping that of home web browsing, a new report has revealed.

According to Nielsen Online’s Mobile Media View study, over the last six months the number of UK phone owners who surfed the web on their handsets has risen to 7.3 million in the first half of the year. This represents a rise of 25 per cent in the six-month period.

By way of comparison, the number of people using their PC to conduct web searches has grown from 34.3 million to 35.3 million – an increase of just three per cent.

The research also flagged up a disparity between the sites which are most visited when surfing on PCs and those that enjoy heavy traffic from mobile devices.

In particular, sites such as Google were nothing like as popular – a phenomenon Kent Ferguson, senior analyst at Nielsen, attributes to the particular needs of people who access the internet from their mobile phones.

He told the Telegraph: "It's interesting to see that BBC Weather, Sky Sports and Gmail are among the few sites that have a greater reach on the mobile internet, than the PC-based internet.

"This highlights the advantage of mobile when it comes to immediacy; people often need fast, instant access to [information] and mobile can obviously satisfy this wherever they are."

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