Despite the groans that ensue when the term 'WAP' is used, the number of WAP page impressions viewed in the UK has more than doubled in the nine months to May 2003.

According to figures from the Mobile Data Association, the four UK GSM Operators, O2, Orange, T-Mobile and Vodafone recorded a total of 699 million page impressions between them in May of this year.

The daily average for page views is now running at 22 million in the UK, compared to 11 million in September 2002, when the MDA began recording the figures. The cumulative total of page impressions for 2003 so far is over 3 billion and the MDA is confident that the total for the year will reach over 8 billion.

According to the Association the growth in WAP usage is largely due to the increase in sales of new colour handsets combined with a greater choice of content.

Ringtones and screensavers continue to dominate the WAP usage figures. Good news for content providers as well, with the MDA reporting that sports and news sites are making a concerted bid for the top spots.