Mobile Local Search Index suggests the UK ‘holidayed at home’ in 2006
Fri, 27/10/2006 - 16:11
Quarterly Mobile Search Index shows summertime search behaviour
Cambridge, UK, 26 October 2006: Thousands of low cost UK attractions and a July heat wave have contributed to a rise in domestic tourism, suggest figures released today by m-spatial - in its second quarterly Mobile Local Search Index. The summer search index charts local searches made on mobile phones between July and September 2006, and shows a significant increase in holiday related search enquiries by UK mobile subscribers.
With the hottest July since records began providing perfect conditions for Brits to holiday at home, the summer statistics saw searches for tourist information, camping and bed & breakfast climb by 137%, 160% and 108% respectively. Cooling off was also a clear priority for mobile users with swimming pool searches increasing by a massive 600%.
The good weather also encouraged UK homeowners to do those DIY jobs they’d been putting off during spring, with Home and Garden category search moving into the top 10 for the first time, and high street brand B&Q seeing a 33% increase in search traffic.
Commenting on the Index, Andy Walker, CEO of m-spatial, said: “The summer results provide a great example of just how ubiquitous mobile search is becoming. Mobile local search services are now being used in a much wider context, not just to satisfy immediate need - such as the nearest pub or restaurant - but as an integral tool to plan holidays, day trips and find places to stay.
This increased activity underlines the increasing importance of mobile local search, not only to mobile operators and content providers, but increasingly to retailers and local businesses.
This seasonal shift in statistics is also reflected in the companies topping the Mobile Local Search Index, with hotel chain Premier Travel Inn climbing up to sixth position in the top ten ‘searched for brands’ category.
Top Ten Local Search Brands* July - September 2006
| Ranking | Brand | % |
|---|---|---|
| 1 (-) | Tesco | 20 |
| 2 (-) | Pizza Hut | 14 |
| 3 (-) | McDonald's | 10 |
| 4 (-) | Asda | 10 |
| 5 (-) | Domino's Pizza | 8 |
| 6 (▲2) | Premiere Travel Inn | 8 |
| 7 (▼1) | Halfords | 8 |
| 8 (▼1) | Sainsbury's | 8 |
| 9 (-) | KFC | 7 |
| 10 (-) | Argos | 7 |
*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 April - June Mobile Local Search Index figures.
Top Ten Local Search Categories* July - September 2006
| Ranking | Categories | % |
|---|---|---|
| 1 (-) | Fast Food & Takeaways | 17 |
| 2 (-) | Drinking | 14 |
| 3 (-) | Taxi | 13 |
| 4 (▲3) | Supermarkets | 11 |
| 5 (▼1) | Cinema | 11 |
| 6 (▼1) | Hotels | 10 |
| 7 (▲2) | B&Bs | 7 |
| 8 (new entry) | Home & Garden | 6 |
| 9 (▼1) | Electrical & Electronics | 6 |
| 10 (-) | Clothing & Fashion | 5 |
*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 April - June Mobile Local Search Index figures.
The quarterly Mobile Local Search Index from m-spatial tracks consumer usage of mobile local search services in the UK, highlighting the diverse and often quirky demands of mobile users.
About m-spatial
Based in Cambridge, UK, m-spatial is the market leader in mobile local search – connecting consumers to ‘local’ businesses and information via mass market mobile phones. m-spatial provides its products via a white label ASP delivery model to mobile network operators, directory providers and search engines. Its international customers include Orange, Vodafone and O2. m-spatial’s innovative and unique approach to mobile local search delivers a ‘made for mobile’ user experience which offers consumers quick and simple access to both a breadth and depth of ‘local’ information including businesses, amenities, events and traffic conditions and is compatible with the majority of mass market mobile phones.
Contact
Chris Gent
Octopus
T: +44 (0)845 370 0655
E: chris@octopuscomms.net
