Consumers increasingly preferring mobile devices to access the web

Over a quarter of UK internet browsing is via mobile devices

Mobile internet is making up an ever greater share of internet browsing according to the Institute of Direct and Digital Marketing.

IDM mobile consultant Rob Thurner said that more and more people were using mobile devices as their preferred device to access the internet.

"We have got about 28 per cent of all internet browsing now taking place on a smartphone and if you think about it, it isn’t that surprising," Thurner said.

"With faster processing power, bigger screens and touch screen, we are able to do things on our mobile that ordinarily we would have to wait to do when we were back on the PC."

Thurner also suggested that a major reason for the rapid increase is due to consumers having the choice of fixed-rate mobile data.

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