Ham? Maybe.

Wine? Quite possibly.

Limited strenuous exercise? Almost certainly.

There are a number of reasons why my fingers might feel fatter in 2010, that’s “twenty ten”  people, not “two thousand and ten”. Stop wasting good syllables. A problem shared is a problem halved, so I decided to discuss my condition with a few close friends. Turns out a number of the folks I surveyed were also suffering from podgy digit disorder. After much contemplation we uncovered a common factor in the way we all behaved over the Christmas holidays.

We had all spent more time playing with our iPhones. From DoodleJump to Tweetie we’d all been tapping, swiping and pinching far more than your average working week and it was starting to have physical effects. Or so we thought. Why else would we be tapping a back link when we were trying to hit the search field?

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OK, so Gartner recently revealed that Smart Phone sales were up 27% (whilst standard mobile sales were down 6%). The iPhone was a major contributor with 13% of all new handsets sold in 2nd quarter 2009 up from 3% in the corresponding period of 2008.

I haven’t seen a personal device get traction like this since the Sony Walkman in the 80s and there’s a real simple reason. It’s not the phone, the phone is actually rubbish – it’s the promise of a truly decent mobile web experience. The crux of which lies in the ability to zoom in and out with ease – funny that whilst the cynics were saying that mobile web will never work because the screen is too small, Apple invented a way to take screen size out of the picture…so to speak.

And Joe Public loves this new type of web experience. According to AdMob’s April 2009 Mobile Metrics Report Apple’s iPhone accounted for 43% of all mobile web traffic despite having just 8% of all handset sales in the same period. So, mobile internet usage is on the march and yet many digital marketing folks don’t seem to be paying attention.

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