46 Million Mobile Data Users Used Mobile Search Functions in Q3 2007, According to Nielsen

Local listings lead as most popular search objective; millions also

searched for sports, news, weather and other mobile content

Jan 16, 2008, 00:00 ET from The Nielsen Company

    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
* The most popular form of mobile search among data users in Q3 2007 was 411 (18.1 million users), followed closely by SMS (text-message) -based searching, which was used by 14.1 million data users during the same period. * While local listings were the leading search objective in terms of users, (27.1 million data users searched for local listings in Q3 2007), 14.8 million said they searched for information such as sports scores, news or weather, while nearly a quarter (11.3 million) said they searched for mobile content. "As more mobile users turn to their phone for the answers they need, mobile search has quickly escalated as a critical part of the mobile media and advertising landscape," said Kanishka Agarwal, VP of Mobile Media for Nielsen Mobile. "Knowing how mobile searchers find information -- and what they're looking for -- will help us intelligently engage with consumers through mobile search." Conducted by Nielsen Mobile, the Mobile Search Report sizes and characterizes the mobile search user market, examines the methods people use to search, compares usage across individual search providers and identifies the objectives people have when searching for information over their mobile phone. From a demographic perspective, Nielsen reports that among mobile data users:
* 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