Mobile Continues To Drive The “New” Internet

Ofcom, the UK’s communications regulatory body, has recently completed its annual state of the nation study. And a pretty heavyweight tome it is too! Weighing in at more than 400 pages, the report covers all aspects of communications – television, radio etc as well as the Internet. You can download the relevant section here, but here are some of the main areas I found interesting. As I expected, mobile is driving the new face of the Net.

Ofcom main trends

  • Eight out of 10 people in the UK had access to the internet in the first quarter of 2012
  • Average time online per month per internet user stood at 23.5 hours for 2011
  • Two thirds of internet users have accessed Facebook
  • Social networking sites are increasingly being used to navigate online; Facebook generates almost a quarter of all referred traffic to YouTube (23.7%) in contrast to Googles 32.3%
  • Tablet ownership has jumped from 2% to 11% in 12 months
  • Spend on internet advertising is greater than any other category of advertising, at 4.8bn in 2011, against 4.2bn for TV and 3.9bn for press
  • Two in every five adults now own a smartphone. Smartphones have been a key enabler in the rise of the mobile internet; an internet-enabled device that has changed the way consumers live their everyday lives
  • More revenue is generated by internet advertising than by any other sector
  • The internet now accounts for 30% of advertising revenue in the UK. Internet advertising is a key source of revenue for many of the online services consumers use
  • Smartphones are substituting for other devices and media formats. The activities that smartphone users claim their handset is substituting for most are: watching video clips on a PC or laptop (51%), instant messaging from a PC or laptop (47%), taking photos with a camera (43%), accessing general news from a PC or laptop (39%) and social networking from a PC or laptop (37%)
  • Search and display are driving the growth of internet advertising. Search advertising (£2.8bn) was the largest source of internet ad spend in 2011, followed by display (£1.1bn), and classified (£0.8bn)
  • Online video display advertising revenue has doubled every year since 2008.
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Kevin Tea is a journalist and marketing communications professional who has worked for some of the leading blue chip companies in the UK and Europe. In the 1990s he became interested in how emerging Internet-based technologies could change the way that people worked and became an administrator on the Telework Europa Forum on CompuServe. With other colleagues he took part in a four year European Commission sponsored project to look at the way that the Internet could benefit remote communities. His blog is a resource for SMEs who want to use cloud computing and Web 2.0 technologies.