Consumers are becoming more aware of the different online technologies available in the mobile phone market, according to telecommunications consultancy IDC.

John Delaney, consumer mobile research director at the firm, told BBC Radio 4's 'Today' programme that the release of Apple's iPhone has raised awareness of what mobile phones can now do.

"The mobile internet on the phone is now much more like the PC experience that we're used to than it was when it was launched around 2000, 2001 time," he continued.

Mr Delaney added that, while it has had enormous media exposure, the iPhone actually represents five per cent of the smart phone market and less than one per cent of the mobile phone market as a whole.

Last week, the Internet Advertising Bureau claimed that email will continue to be the most popular form of online communication for some time as it is cheap and used universally.



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