Mobile Search - Young but Has Potential

The Mobile Marketing Association (MMA) has published the results of its first-ever mobile search study. The study identifies the most popular search categories, willingness to receive ads based on searches, acceptance of sponsored links and overall satisfaction with mobile search. The study also provides detailed information about the average number of searches that consumers conduct each month, usage by income level and how consumers learn about mobile search services. The study is available, free of charge, to all current MMA Global members.

The study's key findings include:

• Mobile search is in its early stages of adoption, but there is significant upside potential. Thirty-one percent of respondents used mobile search for the first time in the past month. Current users conducted an average of nine searches in the past month.
• Cell phone owners who aren't aware of mobile search recognize its benefits after they're introduced to the technology. Half of non-users were interested in trying mobile search over the next few months. Forty-eight percent of non-users expect to start using mobile search at least once per week.
• Approximately 41% of all respondents indicate that sponsored links would not have an impact on their use of mobile search.
• Current mobile search users represent several attractive market segments for advertisers. Respondents with an annual household income of $50,000-$75,000 conduct an average of almost 16 searches per month, the most of any demographic segment. Consumers age 45-54, college grads and people with children at home all reported using search more than 11 times per month.
• Sixty-nine percent of respondents prefer advertisements that are related to local products and services.
• The ability to search by voice was the top-rated feature. Thirty-seven percent of current mobile search users would be "a lot more likely" to use mobile search if voice control were added.

"The MMA mobile search study highlights the power of the mobile channel," said Laura Marriott, executive director of the MMA. "Awareness of mobile search is growing among U.S. consumers, creating powerful new opportunities for brands and agencies. The fact that consumers who are unaware of mobile search immediately grasp its benefits after being introduced indicates that the positive trends in mobile search will continue."

Marketing Advocates conducted the research, which surveyed 587 US adults who have a cell phone."

Posted to the site on 9th August 2006