Mobile search awareness and usage continue to grow

The Mobile Marketing Association (MMA) just announced the results of its first-ever mobile search study, which identifies many things such us most popular search categories, willingness to receive ads based on searches, average number of searches, usage by income level, acceptance of sponsored links and overall satisfaction with mobile search among the US consumers.

Key findings:

• Being in its early stages of adoption, mobile search still has to gain momentum – 31% of respondents used mobile search for the first time in the past month. Current users conducted an average of 9 searches in the past month.
• People recognize the benefits of mobile search after they’re introduced to the technology. Half of non-users were interested in trying mobile search over the next few months and 48% of them expect to start using it at least once per week.
• Approximately 41% of all respondents indicate that sponsored links would not have an impact on their use of mobile search.
• Current mobile search users represent several attractive market segments for advertisers. Respondents with an annual household income of $50,000-$75,000 conduct an average of almost 16 searches per month, the most of any demographic segment. Consumers age 45-54, college grads and people with children at home all reported using search more than 11 times per month.
• 69% of respondents prefer advertisements that are related to local products and services.
• The ability to search by voice was the top-rated feature – 37% of current mobile search users would be “a lot more likely” to use mobile search if voice control were added.

The study is available, free of charge, to all current MMA Global members. You can also get the MMA’s “Introduction to Mobile Search” guide from here (PDF download).