Web analytics will become more important to businesses in the next year, experts have predicted.

According to analysts from CMS Watch, the rise of multimedia web content and the growing popularity of the mobile internet will prompt businesses to search for analytics solutions that address either or both of these areas.

"The growing number of customers who care about measuring mobile access and multimedia use will likely have to invest in multiple analytics tools," CMS Watch said.

Recent research from comScore suggested that one-quarter of all UK residents now surf the web from a mobile device, representing a nine per cent increase compared with last year.

Popular online activities for mobile users were found to include search, email and social networking.

According to comScore, usage of mobile search has risen by 36 per cent in the last year, with mobile email seeing growth of 20 per cent and mobile social networking experiencing a surge of 179 per cent.