Search and social conversion agency Tamar has published a white paper, called Mobile 2010, showing that desktop/laptop search has fallen by 15% while mobile search engine traffic has seen an increase of 247% in the past year.
Tamar’s research also found another key trend, a big increase in users who accessed websites directly via mobile. This figure more than doubled from 2009-10.
The Mobile 2010 paper was developed using the agency’s own research data on consumer search behaviour in 2009 and 2010. This was analysed to reveal any changes in how users accessed websites via search engines on desktop PCs, laptops and mobile.
While the overall mobile base usage is currently small, at 3% of total traffic, the data shows how rapidly the balance between mobile and fixed/laptop device is shifting.
Google UK CEO Matt Brittin says that the company designs everything first for mobile, and then other platforms. His view is: “If you think the internet revolution is big, the mobile revolution is going to be bigger and much more widespread and faster.”
With “web-on-the-go” an essential target for marketers, Mobile 2010 also addresses usability and accessibility with a ten-step, best-practice design guide.
Tanya Goodin, CEO of Tamar comments: “The UK leads European countries in Smartphone adoption with 70% growth in the past year, which has driven these changes. Brands will need to revisit their search strategies to plan and implement agile and responsive engagement with their consumers that addresses not only the continual evolution of the search engines but also the migration of users to mobile search.”
The Mobile 2010 White Paper can be downloaded from Tamar’s website: