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.
IMPLICATIONS
Mobile phones have become nearly universal, and while many subscribers have moved beyond usage of basic calling features, mobile Web access is still the province of a relatively small, advanced segment of the user population. However, it is an important trigger of related activities, like mobile search. In order to push mobile Web access and mobile search into the mainstream, many key pieces need to fall into place. User issues and complaints surround everything from the pricing of data plans to device capabilities to the optimization and formatting of content for the mobile Web. Resolving these issues will require the collaboration of an intricate ecosystem composed of wireless carriers, device manufacturers and content owners, including both publishers and search engines. In working to do so, participants in the mobile value chain should be mindful of the specific challenges involved in making content work on the mobile Web and for mobile search, as well as the expectations of the advanced mobile users who conduct searches on their mobile devices. Marketers, content owners and their carrier partners looking to capitalize on the promise of mobile search should take careful note of the following key findings: the type of content users seek varies greatly, but websites must be positioned in at most the first two pages of results in order to earn users' clicks. In addition, sites must be optimized carefully so they can be captured in a maximum of three keywords. Convenience, ease of use, speed and relevancy are the values that must remain at the forefront of this ongoing effort.
