Almost 20% of subscribers now turn to local mobile search

Crediting smartphones for a rapid rise in mobile device usage for non-voice communications, a new BIA/Kelsey consumer study indicates that 18.5 percent of U.S. subscribers searched the mobile web for local products and services in October 2009, up from 15.6 percent the previous year. BIA/Kelsey notes that 15.9 percent of consumers obtained information about movies or other entertainment, 13.3 percent sought information about restaurants or bars and 11.1 percent searched for products or services outside their local area. In addition, 16.7 percent of consumers connected via mobile to a social networking site, up from 9.6 percent in October 2008--4 percent purchased a physical item that needed to be shipped (e.g., a book), and 3 percent used a mobile coupon.

BIA/Kelsey also reports that so-called "heavy users" accessing the mobile web more than 10 times per week now represent more than a fifth of all U.S. subscribers--moreover, 48.2 percent of consumers send or receive more than 10 text messages per week, and 20 percent sent or received more than 10 e-mails per week. Subscribers are also increasing their mobile video use, with 17.7 percent viewing or sending user-generated clips. While 11.7 percent watched or purchased a music video, another 7.9 percent viewed or purchased a TV program or segment.

For more on the BIA/Kelsey study:
- read this release

Related articles:
Mobile search and display ad revenues to hit $4.2 billion by 2015
Social networking continues to dominate mobile search