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News Release from: Juniper Research | Subject: mobile search
Edited by the Marketingservicestalk Editorial
Team on 30 April 2008
Mobile search set for big boost
Nearly 1.3 billion mobile users - 30 per cent of the subscriber base - are expected to use local mobile search services by 2013, according to a report from analysts Juniper Research.
The report argues that the best equipped regions for the delivery of mobile local search are currently Western Europe and North America, as all countries in these regions have good local digital information suppliers (yellow and white pages, city guides, restaurant and entertainment guides, traffic information, etc) and also good mapping data (both on and off road) with good coverage of points of interest Advertising supported local search will be the key to driving this sector according to Juniper Research, but the firm warns that the effectiveness of advertising in this sector will vary widely according to local conditions
This article was originally published on Marketingservicestalk on 31 Mar 2008 at 8.00am (UK)
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The availability and quality of locally based directories and content will be a key factor, as well as the presence of the necessary location based infrastructure.
In the end it will be the quality of the user experience that will be of paramount importance, the report states.
Additional findings from the Juniper report include the following.
* Local search is expected to account for 43 per cent of cumulative mobile search advertising revenues between 2008 and 2013.
* User response rates to advertising which supports mobile local search are expected to be significantly higher than for advertising on general mobile web search.
* While Western Europe currently accounts for the greatest volume of mobile search enquiries, it will soon be overtaken by the Far East and China region primarily through a surge in adoption in China itself.
The report also forecasts total mobile search revenues to reach $4.8 billion by 2013 but cautions that an "advertising overload" might act as a disincentive to consumers and might ultimately limit adoption, while there are continuing public concerns over search engine usage of personal data.
Juniper Research assesses the current and future status of mobile search market based on interviews, case studies and analysis from representatives of some of the leading organisations in the growing mobile search industry.
Whitepapers and further details of the study 'Mobile Search and Discovery: Opportunities and Markets 2008-2013' can be freely downloaded from the website.
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