UK mobile search traffic increased 247% over the past year, according to a whitepaper published by digital agency Tamar.
Despite the large rise in mobile web use, the survey also revealed that mobile traffic accounts for only 3% of all internet use.
The increase has also been driven by the rapid take-up of handsets using Android, resulting in smartphone adoption increasing 70%, according to the study.
The survey also found that 14% of respondents in the 18-24 and 25-34
age groups performed at least one mobile internet search a day.
Tanya
Goodin, CEO of Tamar, said, “Brands will need to revisit their search
strategies to implement responsive engagement with their consumers that
addresses not only the continual evolution of the search engines but
also the migration of users to mobile search.”
The steep increase in mobile internet use has also been spurred by the introduction of the Apple iPad, according to Tamar.
The fourth annual Tamar Search Attitudes report surveyed 2,210 UK adults in April and was conducted by research firm YouGov.
Author:Ronan Shields
Source: NMA
Date: 07/10/2010