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DD MMA Releases Mobile Search Findings


By Monica Alleven
August 7, 2006

http://www.wirelessweek.com/article/CA6360156.html


The Mobile Marketing Association (MMA) announced the results of its first-ever mobile search study, which shows 50 percent of cell phone users who have yet to use mobile search expect to try it in the next few months.

The study found that 31 percent of respondents used mobile search for the first time in the past month. Current users conducted an average of nine searches in the past month.

Other findings, according to MMA, include:

• Cell phone owners who aren’t aware of mobile search recognize its benefits after they’re introduced to the technology. Half of non-users were interested in trying mobile search over the next few months, and 48 percent of non-users expect to start using mobile search at least once per week.


• About 41 percent of all respondents indicate that sponsored links would not have an impact on their use of mobile search.

• Current mobile search users represent several attractive market segments for advertisers. Respondents with an annual household income of $50,000-$75,000 conduct an average of almost 16 searches per month, the most of any demographic segment. Consumers ages 45-54, college graduates and people with children at home all reported using search more than 11 times per month.

• Sixty-nine percent of respondents prefer advertisements that are related to local products and services.

• The ability to search by voice was the top-rated feature and 37 percent of current mobile search users would be “a lot more likely” to use mobile search if voice control were added.

Marketing Advocates conducted the research, which surveyed 587 U.S. adults who have a cell phone. The mobile search study was commissioned by the MMA Mobile Search Committee and sponsored by MMA members including AOL, denuo, iCrossing, InfoSpace, JumpTap, MSN Mobile, mTLD Top Level Domain, Openwave Systems, Sprint Nextel, U.S. Cellular Corporation and V-ENABLE.

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