ComScore Reports Increase in Mobile Audience for Local Content

ComScore Reports Local Access up by Mobile Users

ComScore Reports Local Access up by Mobile Users

ComScore recently reported a 51% increase in the number of mobile users looking for local content.  ComScore is a leading measurement and digital intelligence company who stated in a June 9th release that online directories saw the most growth.  From March 2008 to March 2009 online directories  saw a 73% increase in use by on-the-go mobile users.

Growth in Local Mobile Content by Genre
Three-Month Average Ending March 2009 vs. March 2008
U.S. Mobile Subscribers Age 13+
Source: comScore Mobile
Local Mobile Content Genre Y/Y Percent Change
Online Directories 73%
Restaurants 70%
Maps 63%
Movies 60%

The most popular method for accessing local content is still the mobile based browser, followed by SMS and finally mobile applications, which despite the tremendous marketing dollars behind them, failed to deliver the type of growth one would have expected.  Some speculate the number of users using mobile applications  for access will surpass SMS soon, considering that SUPERPAGES, owned by Idearc, along with AT&T Interactive’s YELLOWPAGES.COM and a slew of other properties have recently developed iPhone applications.

Subscribers Accessing Local Mobile Content* by Access Method
Three-Month Average Ending March 2009 vs. March 2008
U.S. Mobile Subscribers Age 13+
Source: comScore Mobile
Number of Mobile Subscribers (MM)
Mar-08 Mar-09 Percent Change
Any Access Method 21.5 32.5 51%
Browser 15.4 20.7 34%
SMS 6.8 11.7 72%
Application downloaded to phone 6.2 11.3 83%
About Geoff Simon

Geoff is owner/operator of Simon Search Marketing. He graduated cum laude with a B.S. in Business Administration from California State Polytechnic University in 2003. Geoff immediately secured employment as an account coordinator with Grey Direct West, (now G2 Direct & Digital) working for Bank of Americas online banking division. From there Geoff has worked in a search marketing capacity for companies including Intermark Group, Disney Interactive Media Group, and Toyota Dealers Association. During his time Geoff has worked on brands including Disney Family, Toyota, Lexus, National Geographic, Red Bull USA Events, That '70s Show and Carsey Werner.
Geoff likes ice-hockey, is a Chicago native and proud dad to his almost 1-year old son Cyrus.
Find Geoff on Google+, Facebook, LinkedIn, or follow his Twitter handle @geoff_simon

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