• October 9, 2008

A survey by Acton, Mass.-based Azuki Systems reveals that 80% of U.S. mobile users wish it were easier to access rich media such as video clips on their mobile phones. Inhibitors to smooth mobile Web surfing include the long time needed to download and/or play media (69% found it a "top three" barrier), as well as difficulties finding and navigating to relevant content (66% ranked it in their top three). A number of shortcomings were also identified for iPhone and BlackBerry users.

Advertisers should take note that almost 70% of mobile users surveyed would prefer mobile ads in exchange for free access to mobile content, and 65% would allow location tracking capabilities to present them with promotions for local businesses.

Over 54% of those surveyed said their mobile phone usage had increased by more than 25% over the last two years, and one in five respondents said it had increased by more than 50%. A significant catalyst behind this growth is smart phone adoption, with 62% of respondents indicating that they either own or will own such a device in the next 12 months.--Tanya Irwin