Industry updates on key mobile trendsWEEK ENDING 3/29/2013 1
TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 3/29/2013Mobile Trends According to a new Local Search Study from Localeze, 15miles, and comScore, the total number of U.S. searchers using mobile phones grew 26% between March 2012 and December 2012, from 90.1 million to 113.1 million searchers. Additional study highlights include: – Search on tablets was up 19% between April 2012 and December 2012. – Mobile phone searchers are more likely to cite maps, driving directions and distance as key information. – Searchers using tablets are more content-focused — they’re more likely to find consumer reviews and online promotions most helpful. – According to the study, the average searcher uses 2.5 different types of sources when looking for local business information. Portal sites (Google, Bing, Yahoo) are listed as a first or secondary choice by 69% of U.S. adults surveyed. Google is rolling out a new service called the Full Value of Mobile that helps businesses that use Google’s mobile advertising services — specifically using AdWords — to measure how their mobile marketing translates into actual business, both online and offline. The Full Value of Mobile Calculator provides: – Simple equations and benchmarks to help marketers estimate of the value that mobile drives for your business through calls, apps, in-store, mobile site and cross-device. – In about 30 minutes, you can follow the step-by-step wizard to upload data from AdWords and your mobile website, and make some key assumptions to create your Full Value of Mobile estimate. – The ability to see the total value, value per click, and ROI that mobile is driving for your business across all mobile customer paths, not just your mobile website. 2
TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 3/29/2013Mobile Trends (cont.) A new study from IDC and Facebook called “Always Connected ” reveals that email is the top activity on smartphones today, followed closely by Web browsing and Facebook. Here are a few interesting stats about mobile usage today: – 4 out of 5 smartphone owners check their phones within 15 min of waking up; nearly 80% reach for their phone before doing anything else. – Of total time spent on social and communications activities on their phone, Facebook dominates, making up 1 out of every 4 minutes. – 79% of respondents keep their phone with them for all but two hours of their day. 3
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