Google Says Local Intent is Behind One-Third of Mobile Searches

Speaking at a Mobile Marketing & Advertising event in Las Vegas to coincide with CTIA Wireless 2010, Diana Pouliot – director of mobile advertising at Google – revealed …

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Speaking at a Mobile Marketing & Advertising event in Las Vegas to coincide with CTIA Wireless 2010, Diana Pouliot – director of mobile advertising at Google – revealed that one-third of all Google searches via the mobile web pertain to some aspect of the searcher’s local environment.

Paul Feng, Google’s mobile-ads group product manager, echoed Pouliot’s sentiments and expounded on Google’s efforts to make the search giant’s advertising reach as local as possible.

Building on the changing ad formats cialis in bali foreshadowed by Google in recent months, Feng suggested further tweaking of those formats in the near future – changes that may even involve new forms of user interaction, including navigation.

According to Mr. Feng: “We think of location as a hugely important signal.”

The mobile industry seems to concur, as some analysts now project that location-based mobile spending will top $4 billion in 2015. That’s a mind-blowing increase from the relatively paltry $34 million spent just last year.

The mantra that rings true for successful real estate agents – “location, location, location” – seems poised to similarly ring true for mobile marketers in this new decade. And Google is admittedly hard at work optimizing advertising platforms for the increasing pertinence of “local-intent” in a substantial chunk of all mobile searches.

Google, however, won’t be alone in its efforts. Far from it. This week, Forbes chronicled Yahoo’s hastened foray into local advertising. According to the publication, Yahoo’s sales reps are “going after big companies with outlets that advertise in local newspapers and on regional radio stations and Web sites.”

The marketers referenced include Dunkin’ Donuts, Burger King, Pizza Hut, State Farm Insurance and Home Depot.

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88 comments

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    […] of a Ph.D student and a senior staff researcher), the average mobile query is 2.56 words. Other research on mobile search behavior finds that mobile searches are geared toward two key concepts: location […]

  6.    Reply

    […] (LBS (Location Based Service- כאשר גוגל מודיעה שיותר משליש מכלל החיפושים במובייל הם בעלי כוונה […]

  7.    Reply

    how about microsoft..

  8.    Reply

    It is really a nice and useful piece of info. I’m glad that you just shared this helpful info with us. Please stay us up to date like this. Thank you for sharing.

  9.    Reply

    […] says local intent is behind one third of mobile searches Originally posted by Mobile Marketing Watch on March 23, […]

  10.    Reply

    Thats not very surprising actually…

  11.    Reply

    […] when it comes to mobile devices, as Google recently announced that one-third of all Google searches via the mobile web have a local flavor to […]

  12.    Reply

    […] said last year that one-third of mobile searches are local searches. They also recently disclosed that 40% of all Google Map use is mobile. And Google Places is […]

  13.    Reply

    […] of a Ph.D student and a senior staff researcher), the average mobile query is 2.56 words. Other research on mobile search behavior finds that mobile searches are geared toward two key concepts: location […]

  14.    Reply

    […] Google Says Local Intent is Behind One-Third of Mobile Searches Microsoft: 53 Percent Of Mobile Searches Have Local […]

  15.    Reply

    […] 1 in three mobile Google searches is local […]

  16.    Reply

    I agree with Ron's comment how Google is always trying to better themselves even though they "own" the internet. That's what keeping them ahead.

  17.    Reply

    […] 1 in three mobile Google searches is local […]

  18.    Reply

    […] 1 in three mobile Google searches is local […]

  19.    Reply

    […] One-third of mobile searches are tied to local. Google […]

  20.    Reply

    […] Have “Local” Intent? Around 20% of all searches http://www.elocaldevblog.com/goo… and around 33% of mobile searches http://www.mobilemarketingwatch…. […]

  21.    Reply

    […] for our Questions of the Week! Business Question of the Week: According to Mobile Marketing Watch, Google reports that 1/3 all Google searches using mobile devices are somehow related to the […]

  22.    Reply

    […] because the relevance is too poor compared to experience one would get on a desktop. Even if 1 in 3 mobile searches has a local intent, and you want to find the closest shoe  store, this is not the case for 2 out […]

  23.    Reply

    […] and advertising event in Vegas. Michael at Mobile Marketing Watch reports that Diana Pouliot – Director of Mobile Advertising at Google […]

  24.    Reply

    For me as a marketeer it is more important whether and how my target group is using mobile (andthe mobile internet with all its services).

    So, check this mobile internet user typology and see how different user groups are using the mobile internet: http://bit.ly/gcSdBA

  25.    Reply

    I have to say Google is making it easier now for businesses who are entering the market and who have smaller budgets – and I love Google Places for this one fact! It means that us smaller business can make an impact on our core target market – rather than big businesses having a monopoly of the online market share.

    Thanks for a great article.

  26.    Reply

    I do love that fact that Google is optimising its site so that it can be more local – giving more businesses the opportunity to stand out online. However, I have found Google Places in particular at times frustrating – especially when you are having to do a bulk upload.

    I do love their Hot Tub feature – which allows users to rate local businesses and bookmark them for future use – there definitely is going be a whole new area for marketers to eventually target.

    Thanks for the nice read.

  27.    Reply

    […] going to be short lived, especially for mobile users. Much has been made of the stats from Bing and Google that tie local intent to mobile searches, but I contend that these statistics are a function of the […]

  28.    Reply

    Really interesting article post. Your post is very interesting. I enjoyed this article. This article is great! I have to say that after continually reading bad as in, same old ideas, little quality content, etc. article posts on other sites, it’s good to actually read something that has some thought put into it. It’s a pleasure to read good blog posts, especially after continually seeing rehashed crap that writers and bloggers are putting out nowadays. It’s always nice when I come across content that actually has value, I’ve been seeing a ton of subpar writing attempts lately. Anyways, thanks again and I’ll check back regularly to see what else you have to offer. I’ll check back in the future to see what else you have up your sleeve. Keep up the fantastic work! BTW, I like your site design, but your header image was only loading half way for me. P.S. Your header is messed up a bit in IE. The problem could be on my end but I thought you might want to look into that.

  29.    Reply

    […] One-third of mobile searches are tied to local. Google […]

  30.    Reply

    Great info…Well, after Yahoo and MSN merger, it should not take much time for them to compete in local advertising

  31.    Reply

    It's pretty ridiculous the increase in mobile searches this year – mobile traffic up 3000% for one carrier according to this video: http://istrat.gy/mobilefutvid.

  32.    Reply

    As real estate investors, we are starting to use mobile marketing more – something I could have never predicted 2 years ago.

  33.    Reply

    […] on Bing have a local intent — an impressive statistic considering that back in March, Google came out saying that local intent was behind one-third of of its mobile searches as […]

  34.    Reply

    […] to Google and Microsoft (Bing), more than half of searches originating from mobile devices are for local […]

  35.    Reply

    […] on Bing have a local intent — an impressive statistic considering that back in March, Google came out saying that local intent was behind one-third of of its mobile searches as […]

  36.    Reply

    […] au o componenta de localizare – oamenii cauta ceva din zona in care se afla. Google a comunicat in primavara ca o treime din cautarile mobile se refera la […]

  37.    Reply

    The mobile industry seems to concur, as some analysts now project that location-based mobile spending will top $4 billion in 2015. That’s a mind-blowing increase from the relatively paltry $34 million spent just last year.

  38.    Reply

    […] on Bing have a local intent — an impressive statistic considering that back in March, Google came out saying that local intent was behind one-third of of its mobile searches as […]

  39.    Reply

    […] on Bing have a local intent — an impressive statistic considering that back in March, Google came out saying that local intent was behind one-third of of its mobile searches as […]

  40.    Reply

    Google has been telling people that "one-third" of mobile queries have a local intent. But this is based on a BIA survey number (probably extrapolated from roughly 1K respondents) and should be taken with caution accordingly.

  41.    Reply

    Should the Big G give the mobile search the edge over web? Hmmm…

  42.    Reply

    […] don’t stop there. Google has revealed that one-third of mobile searches are locally based. Which means, at the very least, that you need […]

  43.    Reply

    […] According to Google about one third of all mobile Internet searches are for locally related information. (source) […]

  44.    Reply

    […] when it comes to mobile devices, as Google recently announced that one-third of all Google searches via the mobile web have a local flavor to […]

  45.    Reply

    Frankly, I'm surprised that the 1/3 figure isn't higher! Local businesses need to catch the mobile consumer trend if they hope to compete with chains and big box retailers in the coming years. Mobile marketing and advertising are the perfect complements to a well oiled online marketing system and we're doing everything we can to get the word out!

  46.    Reply

    […] what they’re asking for when they’re engaged in mobile search. Google knows this, claiming that one-third of all mobile searches have local intent. In other words, when a user is searching for an item online, they’ll want to know if a local […]

  47.    Reply

    […] finding is in large part about location and immediacy. Google’s director of mobile advertising revealed this spring that 1/3 of Google’s mobile search had a local intent. This local intent is often implied and […]

  48.    Reply

    […] finding is in large part about location and immediacy. Google’s director of mobile advertising revealed this spring that 1/3 of Google’s mobile search had a local intent. This local intent is often implied and […]

  49.    Reply

    […] It doesn’t matter if you do business primarily or entirely offline or not, today’s consumers use the Internet to find businesses to do business with. And that’s especially true when it comes to local business, as Google recently reported that 20% of all Google searches have a local “flavour” to them (that number goes up to about 33% when you look at Google searches via the mobile Web). […]

  50.    Reply

    As for me Google will be biggest search system in the World.

  51.    Reply

    Local search surely is evolving. I think it will give growth to local only search engines as well.

  52.    Reply

    If you could buy stock in "My Coupons", this would be your hot stock tip. That is all…

  53.    Reply

    […] One-third of mobile searches are tied to local. Google […]

  54.    Reply

    I didn't find much success in driving mobile traffic to my website but had fair success by using my phone number.

    1.    Reply

      Yes, phone numbers in mobile ads are definitely the way to go, as people's primary use of their phones– even iPhones and Blackberries–is making calls. The key to understanding the success of these campaigns though is tracking inbound calls directly back to the phone number and the ad in the same way that clicks are tracked.

  55.    Reply

    I think that over the next 2-3 years mobile search will probably be at least one third or even half of all internet searches – local or not.

  56.    Reply

    I have a number of locallized sites and I don't see the number of mobile visits to exceed more then 10% of overall traffic.

  57.    Reply

    Clearly, if 1/3 or Google’s searches are locally motivated, then I sure hope to see a new drop down on Google Places that will let me add both my main website as well as my mobile site.

  58.    Reply

    Other mobile ads use google map interface in iphone to make treasure hunting app as their map http://www.dreamwalkmobile.com/ dreamwalks app has a unique mobile advertising that make advertisers get more traffic on their business.

  59.    Reply

    Well, I hope this Google advertising monopoly on Internet will end on Mobile. Some mobile companies, like Aditic, offer a good alternative.
    http://www.aditic.com/

  60.    Reply

    […] comments at a mobile marketing and advertising event in Vegas. Michael at Mobile Marketing Watch reports that Diana Pouliot – Director of Mobile Advertising at Google says a third of all Google […]

  61.    Reply

    This is one of the reasons I like Google. They always try to better themselves, and they always try to improve their services, even though they almost hold a monopoly on the internet.

  62.    Reply

    If you could buy stock in “My Coupons”, this would be your hot stock tip. That is all…

  63.    Reply

    Thanks for the information.I benefited a lot

  64.    Reply

    […] Google Says Local Intent is Behind One-Third of Mobile Searches : Mobile Marketing Watch – The… one-third of all Google searches via the mobile web pertain to some aspect of the searcher’s local environment. (tags: mobile search geolocation google) […]

  65.    Reply

    It is very interesting to see that the importance of personalized marketing is becoming more and more dominant, especially with mobile devices. I think we will see greater marketing efforts in the next years mainly focused on mobile marketing.

    Very good article!

  66.    Reply

    […] comments at a mobile marketing and advertising event in Vegas. Michael at Mobile Marketing Watch reports that Diana Pouliot – Director of Mobile Advertising at Google says a third of all Google […]

  67.    Reply

    […] brand advertisers online. Meanwhile, Google’s director of mobile advertising, Diana Pouliot, told an audience at a CTIA-related event that a third of mobile Google searches are now related to the […]

  68.    Reply

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  69.    Reply

    […] weight is placed on location than anything else, especially now that it’s been revealed that nearly one-third of mobile searches have a local intent.  Still, how does this effect […]

  70.    Reply

    […] folks over at Mobile Marketing Watch now tell us just how much Google knows about local search and it’s easy to see why this is such a […]

  71.    Reply

    […] businesses are thinking about how to engage consumers with location services as Google says that one-third of all searches have a location-based element. Companies such as TCI are developing new ways to integrate location […]

  72.    Reply

    […] folks over at Mobile Marketing Watch now tell us just how much Google knows about local search and it’s easy to see why this is such a […]

  73.    Reply

    […] Google Says Local Intent is Behind One-Third of Mobile Searches, Mobile Marketing Watch […]

  74.    Reply

    When you see things like Roost.com you really begin to understand the power of mobile. Not that many years ago when looking for real estate you searched through a newspaper, made phone calls and scheduled appointments.

    Now you drive a neighborhood and get all of the details right on your phone – immediately. Long gone are the days of waiting for someone to call you back. It is no wonder mobile is taking off the way it is now that the technology is falling into place.

    1.    Reply

      I agree. The power of mobile tends to also reach in internet marketing thus SMS marketing is very rampant today.

    2.    Reply

      Scott a marketing system for automobiles is similar in play and starting to catch on with the franchise dealers across Canada . You can search for it by mobile (findatruck.mobi) or personal computer go to Google Canada type 3 words (find a truck ) this will take you to the website findatruck.ca that will allow any Internet consumer to research any franchise dealers inventory through the Canadian market place. I found your post very interesting.

    3.    Reply

      I agree with you. It's unbelievable how a phone can help and save time nowadays. It is something I really enjoy, as I can do almost everything now. In the past, I had to leave whatever I was doing to tend to the phone. I'm sure they will be very successful with this effort.

  75.    Reply

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  76.    Reply

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