Boulder, Colo.—The Mobile Marketing Association Monday announced the results of its first-ever mobile search study, showing that 50% of cell phone users who have yet to use mobile search expect to try the service in the next few months.
The study, which surveyed 587 U.S. adults who have a cell phone, found that 31% of respondents used mobile search for the first time in the past month and that current users conducted an average of nine searches in that period.
While the use of mobile search is accelerating, about 41% of all respondents indicated that sponsored links would not have an impact on their use of mobile search. The study also found that 69% of respondents prefer advertisements that are related to local products and services. The ability to search by voice was the top-rated feature: 37% of current mobile search users would be "a lot more likely" to use mobile search if voice control were added.