Mobile search frequency increases

Research conducted recently by comScore and the Local Search Association revealed a 6 percent increase in mobile search usage from January 2010 to January 2011, eMarketer reports.

The majority of mobile usage for local search came via web browsers - 73 percent - while app and SMS were use reported at 56 percent and 25 percent rates, respectively.

However, it should be noted that browser usage was down 2 percent from 2010, while app usage was up 14 percent.

In addition, the frequency with which people use mobile searches is on the rise. A total of 20 percent reported using mobile for search almost every day - a 20 percent increase from January 2010. What's more, 37 percent reported using a mobile device for search at least once per week, meaning more than half of the respondents used mobile search at least weekly.

Connecting to users via location-based technology have also become more popular. Results confirmed that 33 percent of mobile users access local content - while 87 percent of that group have GPS-capable phones. This infers the necessity for businesses to list themselves on Google Places and deploy a Google Maps marketing campaign.

Furthermore, a report by performance marketing service company Performics noted that mobile paid search traffic now comprises more than 12 percent of total paid search impressions, according to the company's website.