Friday, January 6, 2012

Mobile search rose in final months of 2011

Market research firm comScore recently released its latest MobiLens analysis and found that mobile web browsing increased between September and November of 2011.

According to the report, 42.1 percent of smartphone users accessed their mobile web browser in the three-month period ending in August. In the following three months, this figure rose to 44.4 percent. While the 2.3 percent jump is modest, the increase, paired with the influx of new smartphone users following the holidays, places an especially large focus on mobile SEO and local search for 2012.

As businesses rely more heavily on search marketing, targeting mobile searchers as well as desktop users is critical for success.

Similarly, social media access on mobile devices increased in the measured time frame, demonstrating a 2.1 percent gain. The same study measuring mobile access from June through August found 30.9 percent of smartphone users check social media on their handsets, compared to 33 percent during the three months ending in November. The most recent poll found one-third of those with iPhones, Android-powered devices and other smartphone access social media. Additionally, blogs were factored into this portion of the study, placing an emphasis on corporate blogging as a means of reaching smartphone users.

Brafton reported in October that businesses relying on SEO and social media marketing would likely broaden their reach by optimizing their campaigns for mobile audiences. More than 60 percent of smartphone users say they frequently access the websites of businesses they patronize.


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