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).

Mobile Search via Mobile Device

Three-month average ending June 2007 and June 2008

United States and Western Europe

Source: comScore M:Metrics MobiLens

Mobile Search Users (000)

% of Mobile

Subscribers

Country

Jun-07

Jun-08

Percent

Change

Jun-07

Jun-08

France

1,483

2,196

48%

3.3%

4.7%

Germany

1,316

1,837

40%

2.8%

3.7%

Italy

2,010

2,810

40%

4.5%

6.0%

Spain

923

1,293

40%

2.9%

3.8%

United Kingdom

3,454

4,497

30%

7.7%

9.5%

Europe*

9,186

12,633

38%

4.3%

5.6%

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.

Accessing Mobile Search via Mobile Device at Least Once a Week

Three-month average ending June 2007 and June 2008

United States and Western Europe

Source: comScore M:Metrics MobiLens

Users (000)

Country

Jun-07

Jun-08

Percent Change

France

423

715

69%

Germany

462

634

37%

Italy

860

1,219

42%

Spain

298

487

63%

United Kingdom

1,105

1,695

53%

Europe*

3,148

4,714

50%

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%.

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