Yellow Pages recently released data in conjunction with comScore that dove into the mobile search sector with an emphasis on local mobile search. While the concept is obviously growing, the data shows some interesting insight into how consumers are interacting with the medium.
The research shows that the number of mobile subscribers accessing business directories on a mobile phone increased 14 percent year-over-year to 17.3 million users in March 2010. This increase outpaces the 10 percent growth in the number of mobile media users who browsed the mobile web, used applications or downloaded content during the same time period.
The most interesting part of the research had to do with local mobile search via the mobile Web compared to mobile apps. According to comScore, the mobile browser was the most common access method for users, with 10.8 million subscribers in March 2010 and 21 percent year-over-year growth. However, mobile apps show 42 percent year-over-year growth, indicating an interesting trend going forward.