The data also revealed the top mobile search categories before and during the festive period. These included in order of popularity:
1. Taxis
2. Takeaways
3. Restaurants
4. Supermarkets
5. Consumer electronics
The most popular brands searched on before Christmas were IKEA and TOYS R&US. The searches peaked on Christmas Eve with the last minute rush for gifts and in particular consumer electronics. Then again on 27 December with post Christmas exchanges and sales. This shows how mobile-based services increasingly play an integral role in shaping consumer behaviours and have become an essential part of today’s lifestyle. The top 20 searches generated 80 per cent of the entire search volume.
Among the top 20 searches were also banks and financial institutions, hotels, garage services, car parts, hairdressers, medical services, shoe retailers, cinemas, furniture outlets, toy retailers, department stores, pubs and coffee shops.
Eden Zoller, Principal Analyst at Ovum’s consumer practice commented on the
results: “The combination of 3G networks and improved device capabilities means that mobile search is getting faster and easier. It is becoming something people want to try, and as the survey highlights, comes into its own when people are time constrained, on the move and need something quickly.”
“It is evident that consumers are warming up to the idea of searching on mobiles. Who would have thought a year ago about looking for a job on their mobile?” said Jens Andersen, CEO and co-founder of mobilePeople. “Companies worldwide are now facing winning over the ‘I need it now’ generation that chooses a mobile phone as a means of searching for information. It’s the final call to get on the mobile web or miss out.”
The ‘Mobile Search Trends 2006’ study is the first of a series of reports planned by mobilePeople on mobile search. The findings were based on data obtained from mobilePeople’s European customer base during a build up to and during Christmas 2006 period (23 – 27 December, 2006).
