AUG, 31, 2011 • According to the Office of National Statistics (ONS) in the United Kingdom, 45% of people surveyed said they accessed the Internet via their smartphones, compared with 31% in 2010. Respondents between 16 and 24 years old went online using their mobile phones. The ONS also reported that 77% of British households now have access to a net connection, up 4% from 2011.
Impact: It is actually surprising how fast Internet access on mobile phones has taken off. In raw numbers this is nearly 18 million consumers in the U.K. that have phone access to the Internet. It is also clear that this is a major trend among the younger demographic, as the older the consumer the LESS likely it was for them to be using a phone to go online. In other words, this trend has major implications for anyone looking to develop content for a younger audience.