Use of the web via mobile phones and other mobile devices is soaring as more people turn to the web to make better use of ‘dead time’ when they are on the move, says Elinor Hardman, Experience Architect at digital design agency Fortune Cookie.

In 2008, 12% (7.4million)* of all mobile phone users in the UK use mobile internet services.

Research suggests that this figure will rise to 38%** of mobile phone users in Western Europe by 2013.

* Source: Continental Research
** Source: Forrester Research

Key barriers to further penetration include

• lack of awareness (not all mobile users know how to get online)
• web sites that aren’t designed with mobile use in mind.

People on the move might use the web to look up directions to a shop or restaurant or to check bus or train times.

“We increasingly expect to be able to get the information we need, in the format we want it, wherever we are”, says Hardman. “Mobile devices are fabulous tools of convenience. When facing ‘dead time’ (such as on a bus or train or in a taxi) people can use the web on their mobile device for research, shopping, social networking or catching up on last night’s TV”.

Fortune Cookie advises a number of big British brands on their online strategy and is increasingly asked to provide companies with guidance on how to make their online content work on mobile devices.

“Mobile internet use is mostly task based”, says Hardman. “When creating mobile web sites or ‘stylesheets’ for handheld devices companies need to consider what information users are most likely to be looking for or what they will want to achieve. They should then create optimised user journeys accordingly based on their understanding of their customers’ needs. When more companies begin to do this more effectively, the age of the mobile web will truly take off.”

About Fortune Cookie
Founded in 1997, Fortune Cookie has become one of the UK’s most well-respected digital design agencies, famous for delivering beautiful, findable, accessible websites that deliver stunning return on investment. Clients include Legal & General, Kuoni, Big Lottery Fund, Arsenal FC and Amnesty International. In 2007/8, the agency’s 10th anniversary year, websites designed by Fortune Cookie were short-listed for major design awards a total of 25 times.

Elinor Hardman is Head of Experience Architecture at Fortune Cookie. Elinor is available for interview on request.

Contact Fortune Cookie’s Director of PR Julie Howell at

Further information about Fortune Cookie is available at

Published on: 12:00AM on 19th May 2008