Thursday 01 May 2008

Advertisers will drive uptake of local mobile search services

More and more mobile phone users will use local searches in the coming years, a new report has suggested.

Data released by Juniper Research suggested that over 30 per cent of mobile phone users would utilise local mobile search services by 2013.

In particular, the report stressed that advertising-supported local search would be the key driver for the sector. However, the company also warned that how effective this advertising would prove to be might depend on local conditions.

As a result of the growth, Jupiter said that local search would account for 43 per cent of cumulative mobile search advertising revenues between 2008 and 2013.

Despite these predictions, a statement from Jupiter added: "An 'advertising overload' might act as a disincentive to consumers and might ultimately limit adoption, while there are continuing public concerns over search engine usage of personal data."

Writing on the localmobilesearch.net site, Greg Sterling explained that local mobile search "will come in the form of audio ads, in SMS, in locally targeted display advertising and paid search listings".

Category: Display advertising

Technorati tags: display-advertising advertisers will drive uptake local mobile search services