Mobile users are spending more time accessing the internet via their phones, as the faster 4G network becomes more widespread, emarketer.com reports.
A survey carried out on behalf of mobile network, EE found that as 4G is gradually rolled out across the UK, increasing numbers of users are using it above any other connection type. What’s more, they’re spending longer surfing the net on their phone as a result.
The survey showed that a third of respondents used the 4G network when going online for less than one hour, second to a public wi-fi connection.
However, for periods of one to three hours, 4G – therefore, mobile – was the most popular web connection channel. Forty-two per cent used it, compared with 31 per cent logging-on at home, 21 per cent using work broadband and only 20 per cent taking advantage of public wi-fi.
The poll also revealed the demographic profile of the 4G user, which might be vital information for those in mobile marketing. The typical user is a male aged 25-34 years.
According to V3.co.uk, EE claims one million of its customers are already using the network, with services available in 100 locations.
A separate study conducted by uSwitch.com confirms that awareness of the network is high; over half of the smartphone users surveyed said that they wanted their devices to run off 4G.