Device makers from the PC, consumer electronics, and mobile phone industries have begun to develop products in the new category of mobile Internet devices (MIDs) — devices that deliver an optimal Internet experience on the go in a highly pocketable device. To assess interest in this emerging category, Forrester surveyed North American online consumers and discovered that one-quarter of respondents express interest in products that promise this mobile Internet experience. Our analysis indicates that the first wave of likely buyers comprise 9% of the online population. To grow the category beyond these early adopters, eBusiness, channel, and product management professionals must align products and content with a clear application focus.