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The hype over the mobile Internet is real—mobile web access increased 36% from last year in among U.S. broadband internet users. Yet, penetration is still relatively low – only 18 million Americans, age 13 and above, access the mobile Internet, or 13% of the broadband population. This fact is particularly noteworthy considering that 102 million Chinese consumers aged 13 and above are using the mobile web, or 42% of the broadband population.

Netpop explores what is driving the use of mobile Internet use, and what is preventing greater adoption, in Netpop | Pocket: “Growing the Mobile Marketplace”. The report reveals how users are accessing, posting to, and what they are purchasing through their mobile phones in the U.S. and China; examining what this activity means for companies who compete for their attention and loyalty.

Click here to purchase the full report.

This preview offers a glimpse into our perspective:

Netpop | Pocket: “Growing the Mobile Marketplace” also includes:

• Year/year trending from 2007 to 2008
• Market size and device ownership (cell phones, web-enabled phones, smartphones)
• Device of choice for internet access
• Crossover between computer and mobile device use
• Time and locations of use
• Premium content purchases in each country
• Attitudinal segmentation of mobile web users in each country
• Demographics
• Conclusions, implications and opportunities