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BizReport : Search Marketing : April 21, 2016

What..? Which..? Mobile search queries in UK rise 20% YoY

The number of queries being searched on a mobile device is growing 20% YoY, according to new consumer insights from Bing Ads.

by Helen Leggatt

The 'UK Mobile Insights Report' by Bing Ads reveals people today are relying more and more on their mobile devices to seek out answers. The number of questions asked on smartphones is growing by more than 20% YoY. Searches beginning "What..?" have nearly doubled (+48%, while searches asking "Which...?" are up by more than a third (+32%).

"The role that mobile devices play in consumers' everyday decision making process is unequivocal," says Mascha Driessen, Western Europe Ad Sales Director at Bing Ads. "It's a platform that continues to grow, yet the media industry has yet to crack the nut of understanding how best to engage with consumers on these devices."

Queries relating to restaurants and health are the most prominent on smartphones, while on tablets the leading search topics are retail, travel, and auto.

Unsurprisingly, more than half (55%) of smartphone queries are conducted by people age 35 and under, and over 50s dominate searches on tablets (40%).

The most popular time for mobile search is over the weekend, found Bing Ads, with one in two conducted on a smartphone or tablet during that period.

With three-quarters of smartphone clicks from the top page position, far more than on PC or tablet, Bing Ads recommends that brands optimize bids to stay in the top two page positions.

Tags: consumer insights, mobile, search

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