- Impact
- 7
“How America Searches: Mobile”
April 25, 2007
With over 230 million mobile users in the U.S. and the number of mobile Internet users topping 20 million, wireless is beginning to deliver on its long-held promise of becoming the “third screen”. While mobile Internet access is the province of a relatively small, advanced segment of the user population, it is an important trigger of related activities, like mobile search. This report reveals key findings marketers, content owners and their carrier partners should consider when looking to capitalize on the mobile search opportunity and the factors that stand in the way of mobile Internet access and search becoming mainstream activities… Presss Release
KEY FINDINGS
Frequency distinguishes mobile Web access. 30% of mobile users access the Internet on their mobile devices, with 50% of them doing so several times a week
Mobile is a search medium. 75% of those who access the mobile Internet conduct searches on their mobile devices.
Search engines rule over carrier search functionality. Mobile searchers prefer navigating directly to mobile-specific versions of major search engines such as Google, Yahoo!, MSN and Ask to using carrier-supplied search functionality (such as search bar or home page box) by a margin of nearly two to one.
Mobile search visibility at a premium. Maps/directions, weather and local information are the content categories of greatest interest to mobile searchers, but the finding that around 75% are not willing to browse beyond the second page of search results puts a premium on mobile search visibility.
Dedicated mobile Web sites a must. An overwhelming 84% of mobile searchers expect the sites they visit frequently to have a dedicated mobile version.
April 25, 2007
With over 230 million mobile users in the U.S. and the number of mobile Internet users topping 20 million, wireless is beginning to deliver on its long-held promise of becoming the “third screen”. While mobile Internet access is the province of a relatively small, advanced segment of the user population, it is an important trigger of related activities, like mobile search. This report reveals key findings marketers, content owners and their carrier partners should consider when looking to capitalize on the mobile search opportunity and the factors that stand in the way of mobile Internet access and search becoming mainstream activities… Presss Release
KEY FINDINGS
Frequency distinguishes mobile Web access. 30% of mobile users access the Internet on their mobile devices, with 50% of them doing so several times a week
Mobile is a search medium. 75% of those who access the mobile Internet conduct searches on their mobile devices.
Search engines rule over carrier search functionality. Mobile searchers prefer navigating directly to mobile-specific versions of major search engines such as Google, Yahoo!, MSN and Ask to using carrier-supplied search functionality (such as search bar or home page box) by a margin of nearly two to one.
Mobile search visibility at a premium. Maps/directions, weather and local information are the content categories of greatest interest to mobile searchers, but the finding that around 75% are not willing to browse beyond the second page of search results puts a premium on mobile search visibility.
Dedicated mobile Web sites a must. An overwhelming 84% of mobile searchers expect the sites they visit frequently to have a dedicated mobile version.
