Half of 16-to-24-year olds favour using internet mobile services

by Alex Donohue, Brand Republic 04-Dec-06, 14:30

LONDON - Over half of 16-to-24-year-olds prefer to access internet content from their mobile network provider via their mobile, according to a study conducted by market research company Harris Interactive.

Fifty-one percent of those surveyed preferred using mobile internet to access their network's additional services, which Harris Interactive said underlined the importance for brands to incorporate an independent mobile service into marketing strategies.

The survey, which sampled nearly 3,000 UK consumers, also returned a similar result for the 25-34 age bracket, with 53% preferring to access mobile internet content through their network provider.


However, 76% of over 55s favoured accessing only what their mobile company made available, indicating that older generations are "more inclined to stick with traditional media that they know and trust", according to Harris Interactive.


Chris Astle, managing director of  M-send, the wireless provider, said: "The results of this survey shows that, at the moment, the vote is split, but we firmly believe that as consumers become more aware of how easy it is to use the mobile internet, they will be demanding access beyond what is offered by their network operator."


A further study released this week by text messaging service Hotxt, into youth texting habits, found that finishing a relationship by text -- the preferred method of Britney Spears and Kate Moss -- was acceptable to 22.8% of the 1,238 16-to-24-year olds polled.


The survey also found Hollywood actress Lindsay Lohan to be the most popular female celebrity within teen peer groups, with 28.8% of the vote. In second place was singer Lily Allen on 20%; internet sensation Paris Hilton with 13.1%; Victoria Beckham on 13% and Peaches Geldof on 11.9%.

if you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.

Comments

Have your say

Only registered users may comment. Log in now or register for a free account.

* This information is required.

*
*

Forgotten password?

 

Jobs

STAFFING AGENCY :: INTEGRATED AGENCY, Dylan*
,
CEO, PPA
Six Figure basic, Central London
ACCOUNT EXECUTIVE :: EXPERIENTIAL, Dylan*
Good Benefits, Central London
Find over 3000 jobs

Directory