Latest Mobile Local Search Index Shows Tech Savvy Consumers Want Wireless Internet

Figures show rapid growth in mobile local search adoption

Cambridge, UK 29th May 2007: Figures released today by m-spatial reveal that consumers are becoming more technologically savvy when it comes to connecting to the Internet on the move. The m-spatial Winter/Spring Mobile Local Search Index charts local searches made on mobile phones in the first quarter of 2007, and highlights the increased convergence of fixed and mobile consumer services, and the growing appreciation from consumers of the breadth of information available.

With an abundance of Internet cafes and more and more businesses offering Wi-Fi access, from coffee shops to airport lounges, the Index shows ever greater numbers of consumers are relying on their mobiles to discover these locations. Consumers also demonstrated their increasing awareness of the value of mobile local search services not just when away from home, but for regular use in their local area for categories such as traffic information, live travel updates and even what’s on at the local cinema. For example, the survey highlighted a 100% increase in consumers checking traffic cameras, enabling them to plan routes and miss traffic blackspots, even on familiar journeys.

Cinema searches still top the index, with Odeon and Cineworld swapping positions at the top of the brand charts, while Halfords has entered the top 10 brand searches; a sure sign that spring is here as people invest in bikes.

The Index again highlights that consumers are using their mobiles to look for more esoteric things. Lime kilns, toilet hire, diving services, marine engineers, genealogists and historians, model villages and animal transportation are just some of the more obscure searches amongst the hundreds of thousands carried out this quarter.

Commenting on the results, Andy Walker, CEO of m-spatial said: “This quarter’s Index is particularly significant. Alongside highlighting the breadth of local content that users are demanding on the move, we are now seeing a growing trend of repeat usage of mobile local search services. The figures confirm that consumers are now realising the value of search, not only when in an unfamiliar area, but on a regular basis near home, when making familiar journeys, and when planning a night out. This is an important step in the development and mass market adoption of local search.”

Top Ten Local Search Brands* January - April 2007

* based on the final chosen result of each individual mobile search by brand. Percentage figures based on breakdown of searches to top ten brands. Ranking changes relate to January - March Mobile Local Search Index figures.

Top Ten Local Search Categories* January - April 2007

* based on the final chosen result of each individual mobile search by category. Percentage figures based on breakdown of searches to top ten categories. Ranking changes relate to January - March Mobile Local Search Index figures.