m-spatial data shows searches on UK mobiles for tourist info doubled in summer
There was a surge in the number of searches over UK mobile phones for holiday information between July and September figures released by m-spatial suggest.
Releasing its second quarterly Mobile Local Search Index m-spatial said that with the hottest July since records began providing perfect conditions for Brits to holiday at home, the summer statistics saw searches for tourist information, camping and bed & breakfast climb by 137%, 160% and 108% respectively.
Cooling off was also a clear priority for mobile users with swimming pool searches increasing by a massive 600%.
The good weather also encouraged UK homeowners to do those DIY jobs they’d been putting off during spring, with Home and Garden category search moving into the top 10 for the first time, and high street brand B&Q seeing a 33% increase in search traffic.
m-spatial CEO Andy Walker (pictured) said: “The summer results provide a great example of just how ubiquitous mobile search is becoming. Mobile local search services are now being used in a much wider context, not just to satisfy immediate need - such as the nearest pub or restaurant - but as an integral tool to plan holidays, day trips and find places to stay.
”This increased activity underlines the increasing importance of mobile local search, not only to mobile operators and content providers, but increasingly to retailers and local businesses.”
Top Ten Local Search Brands July - September 2006
2. Pizza Hut 14%
3. McDonald’s 10%
4. Asda 10%
5. Domino’s Pizza 8%
6. Premiere Travel Inn 8%
7. Halfords 8%
8. Sainsbury's 8%
9. KFC 7%
10. Argos 7%
Top Ten Local Search Categories July - September 2006
2. Drinking 14%
3. Taxi 13%
4. Supermarkets 11%
5. Cinema 11%
6. Hotels 10%
7. Bed & Breakfasts 7%
8. Home & Garden 6%
9. Electrical & Electronics 6%
10. Clothing & Fashion 5%
The quarterly Mobile Local Search Index from Cambridge-based m-spatial tracks consumer usage of mobile local search services in the UK, highlighting the diverse and often quirky demands of mobile users.
27th October 2006
