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BizReport : Search Marketing : October 25, 2006

Who Uses Mobile - And How

Europeans and Americans use the Internet – especially on mobile phones – differently. But for each segment of the community there is a way for online marketers to make the most of users.

by Kristina Knight

comScore has released findings from their first Mobile Tracking Study, which tracked users in six European countries and America. In Europe, with the highest traffic in Germany and Italy, 29% of consumers regularly access the Internet from their mobiles. In America, only 19% use mobiles for Internet access, but of those accessing about 55% are men. That means ads for electronics and sporting goods stores as well as restaurants and dry cleaners have a built in audience.

One huge difference is in how mobile access is used. In Europe, 30% are accessing the Internet via mobile providers’ websites.

According to Bob Ivins, managing director of comScore Europe, “The mobile Internet [in Europe] appears to mirror the dynamics of the fixed Internet. Google remains strong but the other U.S.-based portals [face] stiff competition from local competitors --in this case the mobile providers -- who have the structural advantage of a degree of control over the access point and interface from the mobile phone.”

In America, about 75% of mobile users are surfing using Google, Yahoo! and MSN online portals. No big surprise since the majority of American consumers use mobiles for local search. They want to know the location of the nearest Starbucks, Barnes & Noble or Best Buy and they want to know quickly. For local search marketers this is a great opportunity to get your message to a targeted audience that is looking specifically for your product.

Tags: mobile marketing, mobile search, online marketing, search engines, search marketing

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