Study: Mobile Users Look for Toilet Hire and Diving Services

M-Spatial conducted a study on the usage of mobile Internet in the UK. The study showed the increasing interest in local mobile search. In fact the users are becoming more competent in the area of Mobile Web. They are eager to get more high-quality services that provide a wide range opportunities.

There is a great number of Internet cafes and other establishments providing Wi-Fi access, and the consumers are eager to find these locations. Moreover the study has revealed that users find benefits from local search. Not only when they are away from home, but also for some local area categories like traffic info, live travel updates, local cinema. The study reveled 100% increase in consumers checking traffic cameras.

Cinema searches still top the index, with Odeon and Cineworld ahead of the others.

Consumers are looking for esoteric things like Lime kilns, toilet hire, diving services, marine engineers, genealogists and historians, model villages and animal transportation.

Andy Walker, CEO of m-spatial, commented on the results of the study:

“The Index again highlights the breadth of local content that users are demanding while on the move. Perhaps more significantly, this quarter’s search index highlights the growing trend of repeat usage of mobile local search services with consumers increasingly realising the value of search, not only when in an unfamiliar area, but on a regular basis near home, when making regular journeys and when planning a night out. This is a significant step in the development and mass market adoption of local search.”

Top Ten Local Search Brands January - April 2007 according to the study:

1. Odeon
2. Cineworld
3. Tesco
4. Domino’s Pizza
5. Pizza Hut
6. Asda
7. Vue
8. Premier Travel Inn
9. Sainbury’s
10. Halfords

Top Ten Local Search Categories January - April 2007

1. Cinema
2. Fast Food
3. Drinking
4. Taxi
5. Supermarkets
6. B&B
7. Clubbing
8. Electrical & Electronics
9. Home
10. Clothing and Fashion

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mobile web, mobile Internet, mobile adds, mobile advertisement, mobile search, cinema, local search

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