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Mobile Searchers Even Search At Home
Jack Loechner

According to the Performics 2011 Mobile Search Insights Study, conducted by ROI Research, focusing on people who use the mobile Web at least weekly, 57% use the mobile Web more than once/day, with 77% using mobile search more than five times in the last month.

Overwhelmingly, satisfaction and adoption of mobile search holds true throughout the study:

• 75% said mobile search makes their lives easier
• 63% said access to mobile search has changed the way they gather information
• 32% said they use mobile search more than search engines on their computers

81% of respondents reported evening use of mobile search at home, 80% reported weekend use, and 59% reported use before work. Another 61% reported using mobile search at work. 66% of respondents also reported at least occasional use of mobile search while watching TV, with 45% using the computer while mobile searching.

Additional significant mobile search usage included:

• 47% while commuting
• 56% while attending social events
• 74% while running errands

Daina Middleton, CEO of Performics, notes that "... this data proves that growing smart phone adoption is permeating all aspects of everyday life..."

In addition to the 49% who have made a mobile purchase in the last six months:

• 84% look for local retailer information (phone, address, hours)
• 82% find online retailers
• 73% find a specific manufacturer or product Website
• 71% learn about a product or service after seeing an ad
•  68% find the best price for a product or service
•  63% search before purchasing offline in a store or from a catalog

The study also explores differences in mobile search adoption and use across 12 top product categories, including apparel, appliances, automotive, CPG, electronics, financial services, travel and more.

For additional information and access to a complimentary copy of the 2011 Mobile Search Insights Study's key findings, please visit here.

Click to read this article on the MediaPostPublications.com website.

Posted via email from Local Andy

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Mobile Touted As Major Revenue Driver
Laurie Sullivan

Advertisers will spend 17.8% of online ad budgets for local this year -- up from 14.9%, or $13.5 billion, according to a report by Borrell Associates. The Benchmarking Local Online Media: 2010 Revenue Survey points to mobile as the catalyst driving growth.

While local advertising reached $90.4 billion across all media in 2010, mobile will drive local advertising through 2015. Borrell estimates that within five years, two-thirds of the $24 billion in local online advertising -- up from $18 billion in 2012 -- will arrive on mobile devices such as tablets, smartphones, and GPS-enabled laptops.

Pure-play Internet companies that offer the best technologies are partnering with legacy media companies with the best local sales forces and promotional strength. Companies like Yahoo, Google, Local.com, Groupon, Zillow, Monster and others find it more productive and lucrative to work with legacy media companies than to compete.

In 44 of more than 200 markets Borrell tracks, Groupon or Autotrader. com generate more revenue than the largest local newspaper, TV or radio station online operation in that market, according to the study.

This year, about two dozen of Groupon's local offices will generate more than $10 million each. Craigslist brought in about $20 million from its New York location, and about $1.6 million each in Phoenix and Houston. Autotrader.com brings in more than $10 million per site in more than two dozen cities.

The study, which analyzes 4,588 U.S. and Canada online operations and advertising projections in 2011, suggests that market share held by pure-play Internet companies has stopped growing. While they held the lion's share of local online ad dollars from zero to 48% between 2000 and 2008, growth for them slowed. The biggest have been forced to form partnerships with local newspapers, TV, radio and directories.

AT&T YP.com, Autotrader.com, Groupon, CareerBuilder.com, YP.com in Canada, and Monster.com derive content from their own advertisers. Autotrader.com and Groupon expect to see their respective revenue in the U.S. exceed $1 billion this year. The remainder in the top five should see revenue between $400 million and $475 million.

AT&T experienced a 125% increase in mobile searches across the YP Local Ad Network in 2010, according to AT&T Interactive Analytics. The division also estimates YP.com attracts over 30 million monthly online unique visitors.

The report points to AT&T's YP.com as an example of a Yellow Page company making a quick adoption, and benchmarks a variety of traditional platforms from newspaper to television to radio.

 

Click to read this article on the MediaPostPublications.com website.

Posted via email from Local Andy

Microsoft Mobile Market Infographic

Mobile By The Numbers [via Mashable]

Wednesday, March 23, 2011 at 04:41 PM  |  Sarah Kessler

Mobile is a rapidly developing sector. According to some projections, mobile internet usage will overtake desktop usage before 2015. In preparation, companies are developing new mobile commerce platforms, strategies, and marketing efforts.

Microsoft Tag recently attempted to sum up this constantly changing space with a single infographic.

Here’s the summary: The mobile market is large; local searches, games, and YouTube are all doing well on Mobile; and socializing is the most prominent use of the mobile Internet. See the full infographic below.

More About: microsoft tag, Mobile 2.0, stats

For more Mobile coverage:

• Follow Mashable Mobile on Twitter
• Become a Fan on Facebook
• Subscribe to the Mobile channel
• Download our free apps for Android, Mac, iPhone and iPad

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Los Angeles Times Reaches Second Most Readers - Poynter.org

New ranking combines print-digital reach of metro papers, reveals surprising winners

by Rick Edmonds Published Mar. 22, 2011 12:30 pm Updated Mar. 22, 2011 12:33 pm

Which American newspaper reaches the most readers in its market if print and online audiences are combined?

That seems a fundamental question in an era of hybrid print/digital business models. But in preparing the annual State of the News Media report released last Monday, my colleagues at the Project for Excellence in Journalism and I could not find a ready answer.

At our request, Scarborough Research came up quickly with a Top 20 ranking, shown in the chart below.

There is one important qualifier. Scarborough’s methodology measures local markets only. So The Wall Street Journal and USA Today are excluded entirely, and the extensive national audience for The New York Times’ and Washington Post’s websites does not figure in the calculation.

That said, the winner, somewhat to my surprise, is the New York Daily News at 4,562,458. That is just 70,000 more than the second-place Los Angeles Times and about 450,000 more than The New York Times in its own metro market.

Find the full story here:  http://www.poynter.org/latest-news/business-news/the-biz-blog/123040/new-ranking-combines-print-digital-reach-of-metro-papers-revealing-surprising-winners/#

 

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MMA Releases New Version of U.S. Consumer Best Practices

MMA Releases New Version of U.S. Consumer Best Practices for Cross-Carrier Mobile Content Services Version 6.0 guidelines provide the industry-standard reference for the mobile marketing ecosystem, including the four largest U.S. carriers Orlando, CTIA Wireless 2011 – March 22, 2011 – The Mobile Marketing Association (MMA) (www.mmaglobal.com) today released the latest version of itsU.S. Consumer Best Practices (CBP) Guidelines for Cross-Carrier Mobile Content Services. Updated twice annually, the guidelines are the cross-carrier industry standard for mobile content services such as text messaging (SMS), multimedia messaging (MMS), common short code programs and Interactive Voice Response (IVR). Produced by the MMA’s CBP Committee, the 165-page version 6.0 guidelines provide measures of acceptable and unacceptable practices for all players in the U.S. mobile marketplace. The guidelines also serve as the benchmarks for the four largest U.S. wireless service providers – Verizon Wireless, AT&T, Sprint and T-Mobile USA. This makes it possible for brands, agencies and marketers to implement one campaign across all carriers. The major updates and additions in version 6.0 include: Cross-carrier standards separated into standalone sections by billing type, specifically standard rate and premium SMS, in order to make the document easier to use. New standard-rate guidelines, which extend the automatic opt-out period due to inactivity from six to 18 months and the addition of terms on how to migrate an opt-in from one code to another. Updates to the Verizon Wireless, AT&T, Sprint and T-Mobile USA mobile marketing guidelines and codes of conduct known as carrier playbooks. "The MMA Consumer Best Practices Guidelines is the industry-standard and reference guide for all constituents of the mobile marketing ecosystem to access definitive answers for ensuring consistency across campaigns and protecting the consumer experience,” said Michael Becker, managing director of North America for the MMA. “Through regular updates, the guidelines are designed to anticipate and address changing industry needs and opportunities." The new guidelines take effect April 1 and are available for download immediately at www.mmaglobal.com/bestpractices.pdf. The MMA will host a webinar on April 5, 2011 to review the changes in the CBP and to answer industry questions. Participants include: Michael Becker, Managing Director of North America, MMA Leo Scullin, Industry Initiatives, MMA Allison Billings, Mobile Accord and MMA CBP Committee Co-Chair Alykhan Govani, Payfone and MMA CBP Committee Co-Chair Kristen McMullen, 4INFO Register athttp://globalresultspr.na5.acrobat.com/mmacbp2011/event/registration.html At the beginning of each year, the MMA holds an industry forum to solicit feedback about the CBP guidelines from representatives of the mobile marketing ecosystem. In January 2011, more than 200 individuals, representing over 120 companies, were in attendance. The MMA CBP committee is comprised of representatives from the following companies that participated in developing the new guidelines: 3C Interactive 4INFO, Inc. AT&T Mobility BANGO Brightkite Buongiorno Cellfish Media LLC Distributive Networks FOX Mobile Entertainment Lavalife Mobile mBlox, Inc.  Mobile Messenger Motricity Neustar, Inc. OpenMarket Payfone Publicis NA Snackable Media Sprint-Nextel Sybase, Inc. Telcordia Technologies, Inc. Telescope, Inc. Thumbplay Inc. T-Mobile USA Velti VeriSign, Inc. Verizon Wireless Virgin Mobile USA Wells Fargo Bank   About the Mobile Marketing Association (MMA) The Mobile Marketing Association (MMA) is the premier global non-profit trade association representing all players in the mobile marketing value chain. With more than 700 member companies, the MMA is an action-oriented organization with global focus, regional actions and local relevance. The MMA’s primary focus is to establish mobile as an indispensable part of the marketing mix. The MMA works to promote, educate measure, guide and protect the mobile marketing industry worldwide. The MMA’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe, Middle East and Africa (EMEA), Latin America (LATAM) and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com. For More Information: Valerie Christopherson Global Results Comm. (GRC) P: +1 949 608 0276  E: mma@globalresultspr.com

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Mobile Now A Third of AT&T Local Search

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