ComScore Reports Increase in Mobile Audience for Local Content
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% |
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- Geoff
