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Nielsen: 46M mobile data users conduct mobile search

Author

Mickey Alam Khan

An estimated 46.1 million mobile data users in the United States used mobile search functions in the third quarter of last year.

The data, from Nielsen Mobile, showed that the most popular form of mobile search among data users in that quarter was 411, accounting for 18.1 million users. SMS was next, used by 14.1 million data users.

Nielsen found that local listings were the leading search objective, with 27.1 million data users, followed by 14.8 million consumers who searched for sports scores, news or weather.

About a quarter of mobile searchers, or 11.3 million, claimed they searched for mobile content.

From a demographic perspective, 61 percent of 411 search users are female, while 60 percent of WAP search users are male.

Thirty-three percent of SMS searchers are under 25 years.

Also, Yahoo and Yellow Pages SMS and SuperPages SMS over-index for Hispanic users in terms of search providers.

The results were reported in Nielsen Mobile's Mobile Search Report. More than 5,700 mobile search users who use at least one mobile data service were surveyed.