More than 4.5 million European mobile phone users accessed search during June 2008, up by 38% year on year, according to the latest data from comScore M:Metrics.
The comScore report found that mobile search is gaining both popularity and frequency of use in Europe and the US.
Over 20.8 million US mobile subscribers accessed search during June, up by a massive 68%, while the UK had the highest penetration of mobile subscribers using search at 9.5%.
| Mobile Search via Mobile Device |
| Three-month average ending June 2007 and June 2008 |
| United States and Western Europe |
| Source: comScore M:Metrics MobiLens |
| |
Mobile Search Users (000) |
% of Mobile Subscribers |
| Country |
Jun-07 |
Jun-08 |
Percent Change |
Jun-07 |
Jun-08 |
| |
| |
| |
| France |
1,483 |
2,196 |
48% |
3.30% |
4.70% |
| |
| Germany |
1,316 |
1,837 |
40% |
2.80% |
3.70% |
| |
| Italy |
2,010 |
2,810 |
40% |
4.50% |
6.00% |
| |
| Spain |
923 |
1,293 |
40% |
2.90% |
3.80% |
| |
| United Kingdom |
3,454 |
4,497 |
30% |
7.70% |
9.50% |
| |
| Europe* |
9,186 |
12,633 |
38% |
4.30% |
5.60% |
| |
| United States |
12,353 |
20,793 |
68% |
5.80% |
9.20% |
| |
| *Includes top five countries listed. |
Alistair Hill, analyst at comScore, said: “It is interesting to note that as we see the number of mobile search users increase, the frequency of activity is also growing.”
“The number of people accessing mobile search at least once a week grew 50% in Europe, with France and Spain leading at a rate of 69% and 63% respectively.”
comScore also found that the number of US users accessing mobile search has more than doubled as a result of expanded 3G penetration and smartphone adoption.
| Accessing Mobile Search via Mobile Device at Least Once a Week |
| Three-month average ending June 2007 and June 2008 |
| United States and Western Europe |
| Source: comScore M:Metrics MobiLens |
| |
Users (000) |
| Country |
Jun-07 |
Jun-08 |
Percent Change |
| |
| France |
423 |
715 |
69% |
| |
| Germany |
462 |
634 |
37% |
| |
| Italy |
860 |
1,219 |
42% |
| |
| Spain |
298 |
487 |
63% |
| |
| United Kingdom |
1,105 |
1,695 |
53% |
| |
| Europe* |
3,148 |
4,714 |
50% |
| |
| United States |
4,990 |
10,177 |
104% |
| |
| *Includes top five countries listed. |
Google is the preferred brand for browser-based searches with a 60% share of mobile searchers in all countries measured by comScore M:Metrics.
Yahoo! ranks second in the UK, Germany, Italy and the US – In the US, Yahoo!’s mobile searcher penetration is 34.6%, which is more than double its share in most other countries.
Meanwhile, MSN / Windows Live Search ranks second in both Spain and France, with 12.1% and 9.5% respectively.
comScore’s M:Metrics findings come just months after ABI Research forecast that total search-related mobile advertising expenditure will grow from $813 million in 2008 to $5 billion in 2013 (see Mobile Search Adspend To Reach $5bn In 2013).
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