A new report published by JupiterResearch suggests that while mobile Internet access has increased, many media properties have yet to fully optimize mobile sites to take advantage of reaching audiences on the third screen.

The study found that although high-speed wireless data networks are available to most mobile phone owners, the majority of mobile phone owners do not use their handsets for the most common PC activities. Only16 percent of mobile phone owners regularly use an Internet browser to access information from their handheld devices, and regular mobile email users are still hard to find.

Julie Ask, vice president of JupiterResearch and lead analyst for the report titled "Mobile Internet: Leave the Browser at Home on the Desktop," said that media companies need to get the message that mobile is "not simply trying to shrink the desktop experience on to a small screenâ?¦ but to optimize for mobile -- both wireless plus small screen."

The report by JupiterResearch suggests an alternative to the browser that will allow mobile phone users to access information quickly is necessary to accelerate mobile Internet use.
"We're not advocating the browser go away -- just that there should be an alternative for 'glanceable' content -- the content people need frequently," Ms. Ask said.

JupiterResearch's study found that only 37 percent of mobile phone users use their handsets to access search engines or daily news, which are both popular activities on computers.

The market researcher forecasts the number of mobile phone owners regularly using an Internet browser will increase to 28 percent by 2012.

Though current adoption is low, the behavior of early mobile Internet users offers an optimistic forecast for mobile marketers. Regular mobile Internet users access information from a browser on a weekly or more frequent basis.

JupiterResearch's Ms. Ask said the percent of current adopters indicates a demand for more than voice services.

"Consumers are willing to pay for good experiences and products," Ms. Ask said. "The industry should focus on this reality."

The report also found that 40 percent of mobile phone owners identified lower cost data plans as a factor that would motivate them to use Internet services on their handsets.

Other factors that may increase consumer adoption include a better experience (24 percent), more helpful applications (20 percent), cooler applications (11 percent) and availability of known online services on mobile phones (12 percent), according to study findings.

JupiterResearch also estimates a $2.9 billion mobile advertising market in 2011.