Tuesday 18 December 2012
Smartphones and tablets are the clear enablers of fast growing online data consumption, it has been claimed.
David Elms, head of media at KPMG, said an increasing number of people are using mobile technology solutions to access the internet.
And this is only likely to increase as more firms roll out super-fast mobile broadband services over the coming year.
Mr Elms was commenting after the Ofcom International Communications Market report highlighted the growing popularity of smartphones and tablet computers among consumers.
"If anyone doubted it, the research demonstrates the importance of mobile data for all players in the digital ecosystem," he stated.
Businesses have greater opportunities to distribute and exploit their online content as a result of mobile devices, Mr Elms claimed.
He said that consumers are increasingly willing to pay for content on the move, and mobile media remains an attractive way to monetise content.
"Advertising agencies will also benefit from the booming mobile internet use. Future media planning strategies will certainly need to adapt to the dual-screen/multi-screen consumer trend," Mr Elms stated.
Writing for Business 2 Community, Daniel Backhaus recently predicted that mobile device use will continue to soar over the coming year.
Some analysts believe mobile data traffic could eclipse the desktop equivalent as early as next year, he stated.
Posted by Alex Boardman