SAN FRANCISCO, Jan. 16 /PRNewswire/ -- 46.1 mobile data users in the U.S. used mobile search functions in the third quarter of 2007 according to a report released today by The Nielsen Company examining the mobile search behavior of wireless subscribers. According to the report, which surveyed more than 5,700 mobile search users who use at least one mobile data service, Nielsen also estimates that:
* Demographics vary by search method. 61% of 411 search users are female, while 60% of WAP (or mobile web) search users are male. * SMS-based searching skews younger when compared to other methods of search. In fact, 33% of SMS searchers are under 25. * Within SMS search providers, Yahoo!, YellowPages SMS and SuperPages SMS all over-index for Hispanic users. "Mobile Search is a complex and increasingly important service," said Matt Ward-Steinman, Director of Product Management for Medio Systems, Inc. "As a leading mobile search solutions provider, we count on third-party research such as Nielsen Mobile's to help us to better understand this exciting market." The full Mobile Search Report is available to clients today. About Nielsen Mobile Nielsen Mobile, a service of The Nielsen Company, is the world's largest provider of syndicated consumer research to the telecom and mobile media markets. After completing its acquisition of Telephia, Inc. in August 2007, The Nielsen Company launched Nielsen Mobile to integrate Telephia's telecom expertise with Nielsen's global media and marketing research capabilities. For more information, please visit www.nielsenmobile.com. About The Nielsen Company The Nielsen Company is a global information and media company with leading market positions in marketing information (ACNielsen), media information (Nielsen Media Research), online intelligence (NetRatings and BuzzMetrics), mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more information, please visit, www.nielsen.com.
SOURCE The Nielsen Company