Mobile local search is growing at unprecedented levels: 77.1 million mobile subscribers accessed local content* via mobile devices in January 2011, up 34% from the 57.6 million who did so one year earlier, according to a report by the Local Search Association (LSA).
The use of mobile apps to access local content grew most dramatically: 56% of surveyed mobile subscribers used apps to access local content in January, up 14 percentage points (PPs) (or 34%) from the 42% who did so a year earlier.
Even so, browsers are still the most popular way to find local content via mobile: 73% of mobile subscribers found local business information via the mobile Web in January, though that number was down slightly (2 PPs) from 75% in January 2010.
Accessing local content via SMS dropped 5 PPs to 25% in 2011, from 30% in 2010.
Below, other findings from the 2011 State of Local Search Study conducted by comScore for the LSA.
Overall, local searches accounted for 13% of core search activity across the top Web search portals as of March 2011, according to the report.
Portals Play Major Role in Local Search