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Increased use of mobile internet | | 2008/05/13 | | New research has alerted advertisers to the growing use of mobile internet, specifically in the demographic of young adults.
A study carried out by Aerodeon and Millward Brown has found that 60 per cent of mobile internet users would be more likely to make a purchase associated with a brand who had sent opt-in advertising to their handset, reports Precision Marketing.
Further data shows that over half of those who use the internet on their PC do so on their mobile phone, while 77 per cent of 18 to 24-year-olds browse the web on their handset.
"This study provides powerful evidence for UK digital advertisers to take the initiative and include more mobile media in their marketing plans," Steve Ricketts, Orange UK's head of third party services, told the direct marketing magazine.
According to the Mobile Data Association, there are currently 7.4 million mobile internet users in the UK.
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