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Survey: 75% users conduct mobile search on commute

Without a doubt, smartphones continue to revolutionise peoples’ daily activities and we constantly look down at the devices while walking, talking, waiting at stop lights and even while driving. A new Yahoo survey revealed that 90% of mobile users do the mobile search daily while 75% users search during commuting, while 73% and 58% at home and office respectively.

A key finding of the study was doing mobile search is a daily habit for Hong Kong people for instant information needs. It occurs everywhere, 75% of them conduct when commuting, 73% at home and 58% in workplace.

The finding showed that users highly rely on top search results on mobile, as 65% says small mobile screen size is the limitation of mobile search, making them less scroll down for more search results.

Location based service (LBS) provides a convenient information channel to the users, 59% interviewees stated using mobile search mainly because of LBS.

Where would users start their search? WAP Search Box (44%) and URL field (42%) are the major channels to lever the mobile search. With only 22% of them using widgets and 27% conducting on APP, it indicated users prefer WAP to APP to look for what they want on mobile in general.

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This study claimed mobile search ad is effective to drive revenue, after users viewed the ads, 58% would click the ads and 30% went further to purchase or visit or call for information and reservation.

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The study found out top mobile search content types are locations, news, social, and shopping. Mobile search on product purchase and restaurant information are also popular with 30% users search restaurants phone number or addresses or websites and 22% online shopping.

Conducted by Yahoo Hong Kong Advertising, surveyed 1,026 local users to measure their search habits and activities on mobile devices, and how they perceive mobile search advertising solutions.

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