The Mobile Search report analyzes the trends that are driving advertising revenues in this almost too-hot-to-handle category.
For marketers, now is the time to jump into mobile search—at least, with an experimental budget—and start learning fast.
However, remember, though mobile search is similar to Web search, it is not the same and different lessons apply.
For one, in the short term, consumers are likely to use several different mobile search modes or providers, instead of converging around a single solution.
Equally important for the success of mobile search is the integration of national and local search results—and that hasn't happened yet.
Worldwide Mobile Search Advertising Spending, by Region, 2007-2012 (millions)
Key questions the “Mobile Search” report answers:
- How big will the mobile search market be by 2012?
- How is mobile search behavior shifting?
- Which geographies are seeing the most mobile search activity?
- What will competition among mobile carriers, Web portals and directory publishers mean for marketers?
- How will mobile search affect mobile marketing?
- And many others…
The number and variety of searches on mobile phones jumped sharply during the second half of 2007, causing eMarketer to raise its global mobile search revenue forecast up from $83 million in 2007 to $3.8 billion by 2012.