Mobile search on the rise
A recent study of Comscore M:Metrics revealed that mobile search is gaining in both popularity and frequency of use in the US and in Western-Europe.
The UK has the highest penetration of mobile subscribers using search at 9.5 percent. The U.S. reported the strongest growth (68% on an annual basis).
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Mobile Search via Mobile Device |
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Three-month average ending June 2007 and June 2008 |
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United States and Western Europe |
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Source: comScore M:Metrics MobiLens |
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Mobile Search Users (000) |
% of Mobile Subscribers |
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Country |
Jun-07 |
Jun-08 |
Percent Change |
Jun-07 |
Jun-08 |
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France |
1,483 |
2,196 |
48% |
3.3% |
4.7% |
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Germany |
1,316 |
1,837 |
40% |
2.8% |
3.7% |
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Italy |
2,010 |
2,810 |
40% |
4.5% |
6.0% |
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Spain |
923 |
1,293 |
40% |
2.9% |
3.8% |
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United Kingdom |
3,454 |
4,497 |
30% |
7.7% |
9.5% |
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Europe* |
9,186 |
12,633 |
38% |
4.3% |
5.6% |
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United States |
12,353 |
20,793 |
68% |
5.8% |
9.2% |
*Includes top five countries listed.
The study reveals further that as the number of mobile search users increases, the frequency of activity is also growing. The number of people accessing mobile search at least once a week grew 50 percent in Europe.
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Accessing Mobile Search via Mobile Device at Least Once a Week |
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Three-month average ending June 2007 and June 2008 |
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United States and Western Europe |
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Source: comScore M:Metrics MobiLens |
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Users (000) |
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Country |
Jun-07 |
Jun-08 |
Percent Change |
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France |
423 |
715 |
69% |
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Germany |
462 |
634 |
37% |
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Italy |
860 |
1,219 |
42% |
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Spain |
298 |
487 |
63% |
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United Kingdom |
1,105 |
1,695 |
53% |
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Europe* |
3,148 |
4,714 |
50% |
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United States |
4,990 |
10,177 |
104% |
*Includes top five countries listed.
Google is the preferred search brand attaining market share between 63% and 90%.
