August 9, 2006
Mobile Search - Young but has Potential
The Mobile Marketing Association (MMA) has published the results of its first-ever mobile search study, reports Cellular News.
"The study identifies the most popular search categories, willingness to receive ads based on searches, acceptance of sponsored links and overall satisfaction with mobile search. The study also provides detailed information about the average number of searches that consumers conduct each month, usage by income level and how consumers learn about mobile search services.
The study is available, free of charge, to all current MMA Global Members.
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.
-- 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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