Mobile media use to soar as smartphones go mainstream

Smartphone users will consume increasing amounts of mobile media as the devices become mainstream, but LTE will fail to have the impact of 3G, according to new predictions from Forrester Research.

Handset subsidies will drive mass smartphone adoption, but Forrester's 2011 Mobile Trends report noted that new handset owners are likely to use their devices less often.

Fewer apps are expected to be downloaded by these "dumb" smartphone users, but 2011 is still predicted to be a record year in terms of overall mobile media consumption.

Mobile phones will be the only handheld devices to sell hundreds of millions of units, despite the emergence of tablets last year, as they can be carried in a pocket and provide anywhere, anytime connectivity, according to Forrester.

The firm also singled out Android as the operating system to watch. The Google-owned platform is expected to continue gaining market share owing to its broad availability and lower-priced devices.

However, the report noted that Symbian devices will remain important in Europe and regions such as Africa and Asia.

Fragmentation among mobile operating systems, meanwhile, will remain a problem for the portable market.

"The multiple versions of the same operating system, different screen sizes, and high number of devices mean that the costs of porting, maintaining and promoting apps will remain high," the report said.

"Prioritising mobile developments will still be a challenge, and cross-platform development has not yet been achieved successfully."

Interestingly, Forrester also suggested that consumers and enterprises should ignore the hype surrounding LTE and 4G this year.

"4G will have as little impact as 3G had when it launched in Europe and the US in 2003. It's taken nearly seven years for half of mobile phone subscribers in the US and Europe to have mobile phones on these networks," said Forrester.

"The service will primarily, if not exclusively, be available on USB keys; few LTE devices will be available for consumers before the end of the year."

Conversely, 2011 will be the year when technology such as Near Field Communications takes off, and spending on mobile display ads and search will surpass the $1bn (£632m) mark in the US.

Forrester noted that companies will need to promote mobile content and services through this channel.