April 20, 2012
Mobile local search is on the rise
With consumers using their handsets as the main way to look up information while on the go, mobile local search is expected to exceed desktop search for local information in the next three years, according to a new forecast from BIA/Kelsey.
According to the BIA/Kelsey report, mobile search will generate 27.8 billion more queries than desktop search by 2016. Mobile search is quickly gaining traction because it affects consumers who are deeper in the purchase funnel.
“Marketers cannot afford to ignore mobile anymore,” said Michael Boland, senior analyst and program director for mobile local media at BIA/Kelsey, Chantilly, VA.
“In addition to growing in number, mobile local searches are qualitatively different than desktop local searches,” he said.
“Our data shows them in many cases to carry greater commercial intent, as measured by performance indicators like click-through rates.”
BIA/Kelsey uses consulting and valuation services to advise local media companies with research and conferences.
Consumers who are using mobile search are most likely looking for instant information and may be more likely to make quick decisions, which has large implications for brands and marketers.
In 2011, desktop local search totaled 54.9 billion queries. To compare, mobile local search raked in 19.7 billion queries.