Mobile search 'grows 38% in western Europe' / Tuesday, September 16, 2008

Mobile search has grown 38 per cent in western Europe and 68 per cent in the US in the past year, it has been revealed.

New research from comScore reveals that 4.5 million European mobile phone subscribers used a search application during June 2008, along with 20.8 million people in the US.

It found that the UK had the highest penetration of mobile phone subscribers using search services, at 9.5 per cent, with the US in second place with 9.2 per cent.

Alistair Hill, an analyst at comScore, said: "It is interesting to note that as we see the number of mobile search users increase, the frequency of activity is also growing."

He added the number of people using mobile search at least once a week grew by 50 per cent in Europe, while expanded 3G penetration saw the number of mobile search users in the US more than doubling.

Earlier this week, DM News reported that some analysts believe emerging mobile technology means some marketers are still waiting for the full emergence of mobile search.

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