xAd Launches Its First Quarterly Mobile-Local Search Stats Report
Mobile-Local Ad Network xAd Reveals Key Mobile-Search Insights and Trends Through Q3 2011, Including the Rising Prominence of In-App Local-Search Access Over Browser-based Access
San Francisco — xAd, a leading mobile-local ad network in the U.S., today announced the inaugural release of its quarterly Mobile-Local Search Stats, a first-to-market report on mobile-local search trends.
Derived from xAd’s campaign and network data from the first three quarters of 2011, the report provides insights of the current landscape, particularly how consumers are using mobile devices to search for, find and interact with local businesses. Of particular interest is the rapid incline of local search on mobile devices. In the past year, local-search access has grown by more than 30 percent among mobile users overall, while traffic across xAd’s network of owned and operated mobile sites, local-search apps, and mapping and navigation systems has grown by more than 117 percent in the same time period. The traffic-growth trend across xAd’s network especially highlights the frequency at which mobile-local search is conducted. In fact, the report shows that one of three users on xAd’s network conducts five or more searches in a given month.
In addition to the above findings, xAd announced that, although the majority of local-search access is currently occurring in mobile browsers, in-app local-search access is closing the gap, growing more than seven points faster than browser access between Q1 and Q3 2011. In fact, when isolating this activity to just the smart-phone market, in-app access is already preferred over browser access.
“The burgeoning sector of app searches is something we’re keeping an eye on,” said xAd CEO Dipanshu Sharma. “As local apps have been specifically designed for the mobile experience, we expect this growth trend to continue, especially considering the frequency at which consumers are shedding their feature phones for the latest smart-phone technology. Marketers will also need to take note of this trend because mobile search can no longer be based on a browser-only strategy. Ignoring the growth and activity happening in apps means ignoring as much as 50 percent of the mobile-local search audience.”
In addition to highlighting how consumers are using mobile to search locally, xAd’s report shows the impact those searches are having on local businesses. For example, mobile-local search ads across xAd’s network average a click-through rate (CTR) between five and eight percent, while post-click activities are benefiting businesses as well. In fact, 62 percent of users call local businesses, while 35 percent access maps and driving directions.
Sharma continued, “This data is further evidence of mobile’s value in the local-sales landscape. Not only do mobile ads help businesses reach a highly engaged audience, they enable advertisers to reach mobile users at the point of purchase, inciting consumers to take local actions. As a result, local businesses can use our data to make informed decisions about their current media strategies and future initiatives heading into 2012 and beyond.”