Mobile search is increasing in both popularity and frequency in the U.S. and Western Europe.
In June 2008, 20.8 million U.S. mobile subscribers and 4.5 million European mobile subscribers used mobile search during the month, an increase of 68 and 38 percent from June 2007, respectively, according to comScore M: Metrics.
The U.K. had the highest penetration of mobile subscribers using search at 9.5 percent, trailed closely by the U.S. at 9.2 percent.
Google is the most popular brand for browser-based searches capturing a 60 percent share of mobile searchers in all countries measured by comScore.
Yahoo ranks second in Germany, Italy, UK and the U.S. In the U.S., Yahoo’s mobile searcher penetration is 34.6 percent, more than double its share in most other countries.
In France Windows Live Search has 9.6 percent of mobile search penetration and 12.1 percent in Spain.
“It is interesting to note that as we see the number of mobile search
users increase, the frequency of activity is also growing,” said Alistair Hill, analyst, comScore.
“The number of people accessing mobile search at least once a week grew 50 percent in Europe, with France and Spain leading at a rate of 69 and 63 percent, respectively.”
“Meanwhile, the number of U.S. users accessing mobile search has more than doubled as a result of expanded 3G penetration and smartphone adoption, as well as the proliferation of flat-rate data plans. We have also seen a substantial improvement to the mobile search offerings in the U.S. market.”
