Nearly 45% of U.S. Mobile Users Looking for Better Internet Access in Next Mobile Phone Purchase, According to The Kelsey Group

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Nearly 45% of U.S. Mobile Users Looking for Better Internet Access in Next Mobile Phone Purchase, According to The Kelsey Group
 New 'Mobile Market View' study indicates maps and local commercial search
   are among the leading Internet applications used by mobile subscribers

    PRINCETON, N.J., Oct. 1 /PRNewswire/ -- According to "Mobile Market
View," a new mobile consumer study conducted by The Kelsey Group with
research partner ConStat, 44.7 percent of U.S. mobile phone users surveyed
say a mobile phone with better Internet capability will be a key factor in
their next mobile phone purchase decision. According to the survey, only 26
percent of mobile phone service subscribers currently opt for an Internet
access plan.
    "The combination of unlimited data plans and next-generation Internet-
enabled mobile devices, like Apple's iPhone, suggests mobile Web access
will grow to become ubiquitous," said Matt Booth, senior vice president and
program director, Interactive Local Media, The Kelsey Group. "Growing
mobile Internet usage and increased satisfaction with mobile Internet
applications are among the converging factors that we believe point to a
breakthrough year ahead for mobile ad adoption."
    The Kelsey Group announced last month that it expects U.S. mobile
search advertising revenues to grow from US$33.2 million in 2007 to US$1.4
billion in 2012, representing a compound annual growth rate of 112 percent.
    Among the 500 mobile users surveyed in the Mobile Market View study,
maps and local commercial search are preferred Internet applications. In
the past six months, 9.8 percent of respondents used their mobile phones to
conduct Internet searches for products and services in their local area.
During the same period, 10.7 percent downloaded or looked at maps, while
10.9 percent indicated they had downloaded search or mapping applications
(for use on the Internet) to supplement those that came with their mobile
phones.
    Local mobile advertising and mapping will be among the topics examined
at The Kelsey Group's upcoming Interactive Local Media 2007 (ILM:07)
conference, which takes place Nov. 28-30, 2007, in Los Angeles and features
sessions developed by Search Engine Strategies (SES). One session, titled
"The Future of Local Mobile," will look at the local mobile advertising and
services opportunity-what's real, what's not and how fast it will
materialize. Another session, created and led by SES, titled "Maps: They're
Not Just for Driving Anymore," will examine the geographic interface as it
relates to search marketing.
    About Mobile Market View
    Mobile Market View is a tracking study of mobile user behavior
conducted by The Kelsey Group and research partner ConStat. This first wave
of the study was conducted in September 2007 via an online 30-question
survey of 500 U.S. mobile phone users aged 18 and over.
    About ILM:07 & SES Local
    Interactive Local Media 2007 (ILM:07) is The Kelsey Group's annual
conference devoted to digital media with a local focus. This event provides
a 360-degree view of the local marketplace, covering a range of important
topics, including local search, Internet Yellow Pages, vertical
directories, Internet video, online classifieds, social media and mobile
search. For the first time, ILM:07 will feature tactical sessions created
and led by Search Engine Strategies.
    The premier agency sponsor for ILM:07 is TMP Directional Marketing.
Additional sponsors include Acxiom, Agendize, Amdocs, Apptus, Call Genie,
eStara, Local.com, Localeze, Marchex and Yellowpages.com. Media Sponsors
include Hispanic Marketing & Public Relations, TVover.net, VoIP Monitor and
VOIP News. Exhibitors include Superpages.com and Zvents. Association
partners include Association of Directory Marketing, Association of
Directory Publishers, International Classified Media Association, Search
Engine Marketing Professional Organization, Web Analytics Association and
Yellow Pages Association. For more information about ILM:07, visit
http://www.kelseygroup.com/ilm2007.
    About The Kelsey Group
    The Kelsey Group is the leading provider of research, data and
strategic analysis on directories, small-business advertising and online
local media. Founded in 1986, the company has built a reputation as the
premier analyst firm covering the directory publishing community and the
emerging local search marketplace, providing advisory services (The Kelsey
Report(R) and Interactive Local Media), publishing (Global Yellow
Pages(TM)), consulting (more than 400 individual assignments) and
conferences (69 events).
Available Topic Expert(s): For information on the listed expert(s), click
appropriate link.
Matthew Booth
https://profnet.prnewswire.com/Subscriber/ExpertProfile.aspx?ei=48602
SOURCE The Kelsey Group
http://www.kelseygroup.com
CONTACT:
Eileen Pacheco, +1-781-556-1026,
eileen@tango-group.com, for The Kelsey Group