Mobile Search Up 68% in US, 38% in W. Europe – Google Leads

September 16, 2008

This article is included in these additional categories:

Data-driven | Europe & Middle East | Paid Search | Personalization

Mobile search use is growing more widespread and more frequent in the US and Western Europe – 20.8 million US and 4.5 million European mobile phone subscribers used search in June – up 68% and 38%, respectively from June 2007, comScore M:Metrics reports.

The UK had the highest penetration of mobile subscribers using search (9.5%), followed closely by the US(9.2%).

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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-mmetrics-mobile-search-use-weekly-us-w-europe-june-2008.jpg

“Meanwhile, the number of US users accessing mobile search has more than doubled as a result of expanded 3G penetration and smartphone adoption, as well as the proliferation of flat-rate data plans. We have also seen a substantial improvement to the mobile search offerings in the US market,” said Alistair Hill, an analyst at comScore.

Google is the preferred brand for browser-based searches with a 60% share of mobile searchers (“mobile searcher penetration”) in all countries measured by comScore M:Metrics:

comscore-mmetrics-mobile-search-brands-us-w-europe-june-2008.jpg

Yahoo ranks second in Germany, Italy, UK and the US In the US, Yahoo’s mobile searcher penetration is 34.6%, more than double its share in most other countries.

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