2. What the market is telling us
“internet access via
mobile is predicted to
overtake internet access
via a PC by 2014”
Morgan Stanley, Internet Trends Report 2010
• 2009 – 8.5m mobile phone internet users
(23% internet users)
• 2011 – 17.6m mobile phone internet users
(45% internet users)
Ofcom 2011
3. Mobile friendly
Mobile websites produce on average a
75% higher rate of engagement per
visit (Omniture 2010)
1 in 5 visits to mobile websites result in call to business
(DudaMobile 2011)
4. What is a mobile website?
• Optimised for mobile experience
• Takes account of native mobile features
• Simple navigation
5. Why mobile is important
to government?
Accessibility – nearly 25% of internet searches are done on
mobile (Google 2010). Smartphones becoming more
affordable.
Expectation – 73% UK smartphone users access mobile
internet at least once a day (Initiative 2010)
Relevance – mobile device is instant, always on and always
with the user. Over 50% consumers use their smartphone
primarily for personal reasons (Initiative 2010)
10. SMS: Health in Pregnancy Grant Campaign
• sign up by email or
text
• text DUE and date to
83377
• receive reminder when
grant can be claimed
• promoted on the web
and via leaflets
distributed through GP
practices and
maternity clinics
• 30,000 sign-ups in first
three months of
campaign – three
times more than
forecast
13. In summary:
• Mobile should be a key element of
the proposition
• Mobile internet usage is increasing
– now is the time to get involved
• Important channel – make
information available to the user
when and how they want it
