Forecast: 1.3B subs use local mobile search by 2013

Almost 1.3 billion wireless subscribers worldwide will embrace local mobile search services by 2013 according to a new report from market analysis firm Juniper Research, which also forecasts local search will generate 43 percent of cumulative mobile search advertising revenues between 2008 and 2013. The report cites Western Europe and North America as the regions best suited to local mobile search, thanks to their preponderance of digital information suppliers (e.g., yellow and white pages, city guides, restaurant and entertainment guides and traffic information), reliable mapping data and coverage of points of interest. Juniper adds that ad-supported local search is a key driver, but cautions that advertising effectiveness will fluctuate according to local conditions. While Juniper anticipates total mobile search revenues will reach $4.8 billion by 2013, the firm cautions an "advertising overload" might ultimately hamper adoption.

For more on the Juniper forecast:
- read this release

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