Mobile searchers rely on "Big Three"

Mobile users are taking traditional online hubs into the mobile space more often than using their mobile providers' platforms. That, according to a recent study from iCrossing.

by Kristina Knight

According to the study, three-quarters of the 30% of mobile web surfers use the major search engines - Google, Yahoo and MSN - rather than searching from a mobile providers' platform. The study goes on to reveal that mobile users aren't surfing randomly; instead, they are searching for specific information and then logging off.

Other interesting findings for mobile marketers are that men are more likely than women to log on from a mobile device, with the majority of mobile users being in the 20 to 29 age bracket. Also, 50% of mobile searchers prefer to navigate directly to a mobile search platform rather than relying on the provided search platform such as a homepage box or a search bar. Mobile users also won't continue through search result listings; 75% won't browse beyond the second page of search results.

What are mobile users searching for?

Maps and directions, weather updates and local information are the leading mobile search categories according to the report.

Marketers wanting to capitalize on the early adopters of mobile Internet should then concentrate on search, maps and weather sites. Also, with the majority of mobile users preferring familiar platforms like Google and Yahoo, concentrating mobile search campaigns within those hubs would be a good idea.