Australia - mobile Internet too expensive

Majority of Australians Say Mobile Internet is Too Expensive

A new survey commissioned jointly by the Australian arms of Sony Ericsson and Hutchison 3G (3) has shed light on the consumer's view of the internet on the mobile. The report said 96% of people said they want mobile internet access, and more than half (53%) say they need internet access outside of work or home, but 91% of people still see barriers in doing so, including a perception of high costs and a poor user experience.

The survey found if more Australians had cheap and easy web access on their mobile 80% would spend more time online, with 66% of respondents saying their internet usage would increase by up to four hours each week.

"This survey reinforces what I've long suspected - as Australians' become evermore mobile, there is a clear need for reliable, efficient and cost effective access to the internet and a variety of online applications on mobile devices," stated Peter Blasina, an Australian consumer technology expert. "2008 will be about mobile web browsing and it being at the centre of the ongoing evolution in communication."

Adoption of Mobile Web Technology

The survey also reveals the need for web access on mobiles does not support generational stereotypes, and accessing the internet on the move isn't just for the young. Of respondents there is only a slight margin of difference (12%) between those aged 16-24 years old and those aged 25-49 year olds that say they would increase internet usage if they used on a mobile device.

"Proliferation and uptake of the internet on PC was the driving force behind Sony Ericsson re-designing the mobile web experience," stated Josh Oxspring, Head of Marketing, Sony Ericsson Oceania. "With products specifically designed to mirror the PC internet experience, such as is found in the recently announced Sony Ericsson K660i, our handsets overcome barriers to bring mobile web browsing to the masses. Web browsing on a mobile is now officially easy and fun."

Driving Usage of Web on Mobile

In regards to sites people would access from a mobile phone, the survey indicates search engine sites (76%) and email (74%) were the most valuable to access on the move. Other popular sites to access include timely, up to date news and current affairs (63%) as well sports sites (34%).

"3's customers have been heading to the internet on their mobiles since 2006 and its value and a good experience that's the key. As consumers we won't tolerate a poor online experience at home or work, and we won't on the mobile either," says Christina Ferve, Head of Content at 3. "2008 in our view is certainly a year where the mobile internet will continue to grow, through a combination of higher awareness from consumers of what they can do on their mobile, and devices with browsers that support a better experience."

*The survey was carried out by a third party in March 2008, surveying 653 Australians aged 16-49 across all states. Interviews were conducted using CATI (computer assisted telephone interviewing) with telephone numbers randomly selected from electronic White Pages. Age, sex and region quotas were applied to the sample and, following the completion of interviewing, the data was weighted by sex and area to reflect the latest ABS population estimates.