Report: Local Search on Mobile Growing in 'Double Digits'
Data released today by comScore and the Yellow Pages Association show that local search on mobile devices is growing significantly. The data focus on use of directories and IYPs on mobile (and online). Here are the top-line mobile figures:
- Mobile subscribers accessing business directories on a mobile phone increased 14% year-over-year to 17.3 million users in March 2010
- People accessing directories on a mobile device at least once per week increased more than 16% YoY growth to nearly five million in March 2010.
- Mobile browser was the most common access method for users, with 10.8 million subscribers in March 2010 and 21% YoY growth.
- Apps grew at a more rapid pace with 42% YoY growth (4.1 million subscribers)
Mobile IYP users are more affluent and better educated than the general population:
- 58 percent are 34 or younger.
- Over half have a household income in excess of $75,000.
Study methodology:
ComScore utilized "both 1) a unique survey sample of over 10,000 U.S. respondents each month, resulting in a sample in excess of 35,000 when running 3-month average reports and 2) a meter-based smartphone mobile browser measurement tool based on a representative panel of approximately 2,500 devices."
ComScore has always been conservative regarding how it defines a "local search." These data too likely undercount activity online and on mobile devices directed toward offline purchases and other local commercial behavior.
The slide above also reflects activity on IYP and directory sites exclusively and doesn't look at search engines or locally focused apps in the aggregate.