UK consumers are moving rapidly to mobile as a Search platform with desktop/laptop search falling by 15% year-on-year, claims a new report.
On the flip side, mobile search engine traffic has seen an increase of 247% in the past year.
The Mobile 2010 White Paper from search and social conversion agency Tamar also found another key trend, a big increase in users who accessed websites directly via mobile. This figure more than doubled from 2009-10.
While the overall mobile base usage is currently small, at 3% of total traffic, the data shows how rapidly the balance between mobile and fixed/laptop device is shifting.
The UK leads European countries in Smartphone adoption with 70% growth in the past year, which has driven these changes.
The paper was developed using the agency’s own research data on consumer search behaviour in 2009 and 2010. This was analysed to reveal any changes in how users accessed websites via search engines on desktop PCs, laptops and mobile.
Google UK CEO Matt Brittin has reportedly said that the company designs everything first for mobile, and then other platforms.
"If you think the internet revolution is big, the mobile revolution is going to be bigger and much more widespread and faster,” he said.
Added, Tanya Goodin, CEO of Tamar, “Brands will need to revisit their search strategies to plan and implement agile and responsive engagement with their consumers that addresses not only the continual evolution of the search engines but also the migration of users to mobile search.”
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