Local Searchers Go Mobile

Jack Loechner
MediaPost

comScore, Inc. reports that the number of people who sought local information on a mobile device grew 51% from March 2008 to March 2009. The mobile browser is the leading access method, with 20.7 million users seeking local information in March 2009, up 34% versus year ago.

The strongest growth in the category is coming from downloaded applications, followed by SMS at 72%. However, developers, carriers and device OEMs remain the least popular access mode for mobile access of local information. A marginally more often used channel for obtaining local information is SMS, with an impressive 72% growth rate. Overwhelmingly, though, the preferred mode to access local content remains the mobile browser.

Serge Matta, comScore senior vice president, says "...it would not be surprising within the next six months to see the number of people using downloadable applications surpass SMS for the accessing of local information via mobile devices... "

Among the various local content categories, the number of people accessing online directories has seen the greatest increase during the past year, followed by restaurants, maps, and movies.

Across the board, local search-focused Internet brands have been developing mobile content at a feverish pace. AT&T Interactive has made a significant effort to expand its YELLOWPAGES.COM online experience across several mobile platforms.

Local search brands seeking to capitalize on the trend are looking to mobile to extend consumer reach and attract incremental ad dollars. Joining YELLOWPAGES.COM within the past six months, Idearc's Superpages, R.H. Donnelley's DexKnows and Yellowbook's Yellowbook.com have all released iPhone applications.

Deborah Eldred, Director, Mobile and Personalization for R.H. Donnelley concludes that "The mobile medium is an ideal fit for local directories... we have seen a significant increase in queries specific to visiting a local establishment, as people are looking for information about where to eat and what to do when they are out and about... they look to a trusted brand to provide the confidence that consumers need... "