Mobile users are upping their use of local content, by 34% year over year. While browser usage still dominates, its popularity dropped slightly in 2011 to 73%. On the other hand apps registered a large increase from 42% in 2010 to 56% in 2011, according to eMarketer.
Mobile users are seeking out weather updates, news and maps foremost, but there has been major growth in usage of other local content, including classified ads (up 51%), online retail (up 50%) and restaurant info (up 40%).
The need to reach mobile users is clear and growing. The mobile environment offers the opportunity to reach customers at a moment of need—and convenience through a personalized channel.
