Top 15 Insights From OurMobilePlanet.com Research

Google, Ipsos and the MMA (Mobile Marketing Association) recently conducted a study about mobile users and smartphone usage.
Here are the top 15 insights for US businesses from that research. 

Smartphone Market Penetration
1. 31% of the US population uses a smartphone.
2. 54% of US smartphone users have been using them for less than a year.

*Click on the graph to load a larger version.

Smartphone Use
3. 34% of smartphone users say they are likely spend more time on their smartphone in the coming year.

*Click on the graph to load a larger version.

4.  77% of smartphone users use their phone to browse the internet.
5. 60% have used their phone to search for a product.
6. 69% have used their phone to look up directions or map.

*Click on the graph to load a larger version.

Smartphones and Search

7. 51% of smartphone users report using their phone to search for a local restaurant or bar.  

8. 53% of smartphone users report using their phone frequently to conduct searches compared to 79% of desktop users.
9. 61% of smart phone users only look at the first page of search results compared to 26% of desktop users.

10. 36% of desktop users will look at the second page of search results.

*Click on the graph to load a larger version.

Local Search

11. Over 50% Of Local Searches On Mobile Devices Result in Follow-up Actions

12. 50% of smartphone users that conduct a local search follow-up with a visit to the business - 50% of them make an in-store purchase.

13.  46% of smartphone users conduct local searches on their phone regularly.

*Click on the graph to load a larger version.

14. 30% of smartphone users report responding to a Mobile Ad by clicking on ad or going to website.
15. 35% of smartphone users rarely or never see a Mobile Ad.

This research clearly reveals the magnitude of this new marketing channel and the opportunity that exists for mobile and local marketing campaigns to influence consumers.

So, is your business ready for the Mobile Local Revolution?

Google Maps To Charge - A Scary Halloween Story?

The BBC recently reported that as of January 1, 2012 Google will begin charging for the use of the Google Maps API service. The charge is intended to only apply to extensive use of the API, classified as more than 25k hits per day. It is expected that the charge will amount to $4 per 1,000 hits above the 25k threshold.

Google Maps to charge for usage

In the local search marketing world we become somewhat anxious whenever we hear about proposed changes to Google Maps. And certainly news that Google is going to charge for something related to Maps is somewhat disconcerting. However it is not time to panic or scream... yet.

As of right now this change will only affect third party sites that make extensive use of the Google Maps API, such as travel websites. Furthermore, it is estimated (albeit by Google) that this charge will only impact 0.35% of users.  Therefore, businesses who market via Google Places are in the clear for now.

So, maybe this is just a scary Halloween story that does not have a frightening gory pay-off.

Or, maybe this is just the beginning of that scary story where the monster killer starts out on the first step and then creeps onto the second step and then the third and so on until he is right outside your bedroom door. Everyone get ready to scream.

Happy Halloween.

Local Search Marketing News - The Daily Round Up

The latest edition of Local Search Marketing News is out.
You can read it here.
This is a daily online news "paper" compiled from local search experts around the web.
It really is a collection of the finest and most recent articles related to local search marketing.

If you have any suggestions on other resources that need to be added, please let me know.