The Interactive Advertising Bureau
(IAB) released a study this week titled "Apps and Mobile Web:
Understanding the Two Sides of the Mobile Coin." The research dove into
how mobile users are searching for accessing content and what that means
for marketers.
According to the study, Internet use on mobile can
be divided into two categories: the use of apps and browsing the mobile
Web. The increase in the number of apps offered has often overshadowed
the importance of the mobile Web, causing some confusion as to which
means of access is predominately used.
The Search and Social Connection
According to the study, the most common way mobile
Internet users find websites is from search and shared links from
applications (predominately social media).
On the flip-side, the majority of respondents share
mobile sites they like through word of mouth, email, and social media.
But thankfully for search marketers, as you can see in the chart below,
the vast majority of users surveyed still use search engines to find
what they are looking for.
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