At least 46.1 million wireless subscribers used mobile search functions in the third quarter of 2007, according to a new report released by Nielsen Mobile. The report is based on a survey of more than 5,700 mobile search users who use at least one mobile data service.
“As more mobile users turn to their phone for the answers they need, mobile search has quickly escalated as a critical part of the mobile media and advertising landscape,” said Kanishka Agarwal, VP of mobile media at Nielsen Mobile. “Knowing how mobile searchers find information – and what they’re looking for – will help us intelligently engage with consumers through mobile search.”
The most popular form of mobile search among data users during the quarter was 411, followed closely by SMS-based searching, according to the report.
Local listings comprised the bulk of search objectives among those surveyed, however many also searched for sports scores, news or weather while fewer searched for mobile content.
Nielsen Mobile also concluded that 61% of 411 search users are female, while 60% of WAP search users are male. Additionally, SMS-based searching skews younger with 33% being under the age of 25.
Survey: 411 most popular mobile search
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