Location Based Mobile Search on the Rise in 2011
Location based mobile search and local search are more important than ever as people consistently turn more to mobile browsing. In fact, estimates are that, by the end of 2011, 91 million users will access the internet through a mobile device at least monthly. That number represents increased reach, but the estimates also show frequency of mobile internet usage will increase.
Almost-daily usage is up 20% over 2010 numbers, and more than half of mobile searchers search on their mobile devices weekly. Most of that access is still through the browser, however, and that number is dropping. Instead, more and more people are searching the Internet through apps.
This data is useful for digital agencies in a couple of ways. The obvious lesson is that advertisers and brands need mobile applications. Browser searching on a mobile device is cumbersome and apps are significantly faster and easier for the mobile user.
Another lesson is the importance for companies and brands to be represented in the mobile space. Firms need to have their web sites optimized for mobile browsing or risk losing out to competitors who are optimized or app-outfitted.
Local search results for your business are also more important than ever. Most mobile searches are about news and weather, but a growing percentage of searches on mobile devices are directly related to retailers.
Today, based on research from eMarketer 87% of mobile users searching local content are on GPS enabled devices and the new media agency of the future needs to use that as a factor in the searching to make the experience faster and effortless. As I always say, location, location, location.