As mobile devices mature, consumers are shifting their online search habits away from the desktop toward mobile, and so changing the game for online advertisers and search marketers, according to research compiled from various sources by SEMPO's Emerging Technologies Committee.
That shift will offer new opportunities to more effectively target and convert consumers, SEMPO said. Some 64 million US wireless subscribers conducted mobile Internet searches in July 2009, compared with 37 million in January 2008, according to comScore:
The number of mobile searchers in July '09 comprises more than 20% of the total US population, 28% of US wireless subscribers, and more than 30% of desktop internet users, according to the SEMPO report.
Gap between mobile and desktop search narrowing
The accelerated growth of mobile Internet access will narrow the gap in numbers between desktop and mobile Internet users in the US by the early part of the next decade, projects eMarketer:
That prediction for the US market also indicates a global trend, according to SEMPO.
Projections for search-related mobile advertising revenue are equally strong. US mobile search advertising revenues will increase to $2.3 billion in 2013 from $39 million in 2008, as the number of US mobile search users grows from 5.2 million to 56.2 million during the forecast period, the Kelsey Group predicts: