MMA released their findings from a research study on Mobile Search http://www.mmaglobal.com/modules/news/article.php?storyid=72
The study’s key findings include:
• Mobile search is in its early stages of adoption, but there is significant upside potential. Thirty-one 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.
• 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. Forty-eight percent of non-users expect to start using mobile search at least once per week.
• Approximately 41% 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 age 45-54, college grads 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. Thirty-seven percent of current mobile search users would be “a lot more likely” to use mobile search if voice control were added.
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