Internet browsing via a wireless device is showing robust growth in many global markets, according to Ipsos. France and the UK are exhibiting the strongest growth in this trend, while Internet usage via mobile phone in Japan also continues to grow rapidly. Today, four in 10 adults browse the Internet on their wireless handset in Japan, double the rate from 2003. However, growth in Internet browsing on a mobile phone is flattening in other leading markets, such as the U.S. and Canada, where wireless Internet access via notebook PC appears to be emerging as the stronger out-of-home Internet platform.

Globally, just over one-fourth (28%) of mobile phone owners worldwide have browsed the Internet on a wireless handset, up slightly from 25% at the end 2004. Interestingly, growth in this behavior for 2005 was driven by the older users (age 35+), indicating that surfing the Internet on a mobile phone is emerging as a mainstream activity, no longer dominated by the traditional early adopter segment – young males – typical of many new consumer technologies.

Noted Brian Cruikshank, Senior Vice President & Managing Director of Ipsos Insight’s Technology & Communications practice: “Accessing the Internet on a wireless handheld device is no longer a novelty for consumers in the major global economies. It’s becoming a common, everyday occurrence for many people.”

As consumer dependence on mobile phones grows, so to will new applications. Mobile phones are poised to become a dominant Internet platform outside the home. “In the long term, many of today’s PC-centric online activities could be complemented through the mobile phone or migrate to the mobile phone altogether, due to greater convenience and faster connection speeds,” Cruikshank added.

In addition to web-browsing, a number of other mobile phone activities witnessed significant growth this year, according to The Face of the Web study SMS text messaging remains the most popular activity among consumers, while other communication-based wireless activities are also growing. Over half (52%) of all mobile phone households today have sent or received a text message, and over a third (37%) have sent or received e-mail on a mobile phone. In general, almost all wireless device activities experienced growth in 2005 – including m-commerce (i.e., purchasing a product or service via mobile phone), conducting financial transactions, sending or receiving digital pictures, and downloading entertainment content.Page 2