Mobile Marketer
Quoting recent Google research, Giselle Tsirulnik reports that one in three searches performed on mobile devices has a “local intent,” meaning the consumer is searching for information or content related to his or her geographic location.
Tsirulnik writes that user behavior on mobile devices continues to diverge from desktop Web use:
” ‘We’re seeing a clear pattern emerging of a different kind of search behavior on mobile,’ [said Charlotte Rogers, client services director of Efficient Frontier.] ‘When on the move, consumers don’t want to browse, they want to find.’
” ‘Searches are more specific, more action-based and more localized.’ “
This local focus for on-the-go users has significant implications for media companies working on mobile strategies. It is important that mobile websites and apps focus not just on narrative news content, but on local information, including business directories and geo-tagged data such as real estate or classified listings.
