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BizReport : Mobile Marketing : September 16, 2008

comScore M:Metrics: U.S./Europe mobile search grows

The number of mobile subscribers accessing the Internet via their phones across Europe and the U.S. continues to rise, as does the use of mobile search, according to recent figures released from comScore M:Metrics.

by Helen Leggatt

Nearly 21 million mobile subscribers in the U.S. used mobile search in June, up 68% in the last year, according to comScore M:Metrics. In Europe, the number rose to 4.5 million, up 38% in the same period.

The U.K. had the highest penetration of mobile subscribers using search at 9.5% followed by the U.S. at 9.2%.

"The number of people accessing mobile search at least once a week grew 50% in Europe, with France and Spain leading at a rate of 69% and 63%, respectively,” said Alistair Hill, analyst, comScore.

“Meanwhile, the number of U.S. users accessing mobile search has more than doubled as a result of expanded 3G penetration and smartphone adoption, as well as the proliferation of flat-rate data plans. We have also seen a substantial improvement to the mobile search offerings in the U.S. market."

The mobile search engine of choice? Google – who else? In the U.S., 63% of mobile searchers use Google, almost twice the penetration of second-place Yahoo, which is used by 35% of mobile searchers.

Tags: mobile marketing, mobile search, mobile subscribers, search marketing

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