Mobile Users Want to Search, and Search Locally

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iCrossing recently released a study on the behavior of mobile Internet users. Surprisingly, according to the study only 30 percent of mobile users access the Internet on their mobile devices, 75 percent of those who do also conduct searches.

Key Findings of the Study:

  • 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.
Loren Baker
Loren Baker is the Founder of SEJ, an Advisor at Alpha Brand Media and runs Foundation Digital, a digital marketing strategy & development agency.
Loren Baker
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  • Raj Dash

    Agreed. I know that if I use my Palm Treo to access the Internet, I’m likely doing it to find info about something local: store, restaurant, doctor, etc. I damned well don’t to waste my time wading through irrelevant search results, especially when I pay Cdn$100/m for 250Mb of bandwidth, with no provision for more.

  • yellowbot

    Wow. Nice to see mobile is finally beginning to catch on in the US. I have to agree with Raj on this but my tiny RAZR screen means my tolerance for irrelevant data is much lower!