Games and social media to drive mobile web growth

YouGov survey for Volantis identifies US and UK consumer trends

 Games and social media have emerged as the key drivers of mobile web usage in the US and UK, according to a survey of 4,324 people conducted by YouGov on behalf of Volantis.

Forty-two per cent of US respondents aged 18-34 years said that games would get them to use the mobile internet (although that number fell to 17 per cent in the UK).

Social networking sites were seen as key drivers in both the US and the UK, with 55 per cent of respondents in both territories expecting to use the mobile web more in the future for that purpose.

Interestingly, the survey honed in on the iPhone, or more to the point why the iPhone isn't necessary the be all and end all when it comes to mobile web growth.

Thirty-eight per cent of those questioned across the US and the UK felt that an iPhone was inconsequential as part of having a good mobile web experience, with just one in ten Americans thinking that Apple's device was essential to enjoy the mobile internet.

Volantis itself views the results of the survey as an indicator of the importance of HTML5 to growth of mobile web usage.

CEO Mark Watson said: “The arrival of HTML5 will release developers from the constraints of Flash, making the user experience more varied, and allowing the development of entertainment, lifestyle and business apps which are optimised to provide the same experience across all devices. Freeing developers from having to focus on either ‘Apple’ or ‘Other’ applications will further drive the mobile web market.

“Mobile internet users want compelling web experiences that will allow them quick and seamless access to the services that matter to them most. With the advancement of HTML5 the limitations of web apps for mobile are declining; inch by inch, function by function, handsets are becoming more web accessible."