Light PC Users – 30% More Likely For Mobile

Comscore published a report on how light PC users are 30% more likely to access the internet from their mobile. Key findings were

• In total, 42 million people used their mobile devices in October 2008 to access news and information content on the Internet +57 percent yoy.

• The study found that 15.2 percent of light PC Internet users accessed news and information on their mobile device at least once per week, compared to a lower 11.7 percent of heavy PC Internet users.
• Mobile Internet users are more likely to be male (58 percent) and to be 18 to 44 years of age. Possibly reflecting this demographic skew, heavy mobile Internet users show a high engagement with Web sites that provide information that is appealing to people with more active lifestyles:

1. Regional / local content
2. Entertainment
3. Sports information

In contrast, light mobile Internet users are heavier users of the PC to access Internet content and are heavily engaged with the following types of Internet content:

1. Education
2. Conversational Media
3. Travel
4. Business / Finance
5. Retail

The interesting point for me is how people are using mobiles as a ‘top up’ for their internet usage. I have to say I don’t use my mobile for the internet other than occassionally for twitter. I find the interface just too annoying….also being a heavy internet user I enjoy not being online when not on the PC. But when you want to attract that mobile audience it may be worth thinking of the topics you are covering…