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Adobe Digital Index: Mobile Search Drives Almost 30 Pct of APAC's Mobile Traffic
IT News Online
2012-08-07Mumbai -- IT News Online -- Adobe Systems Inc. announced findings from its latest Adobe Digital Index report, "The Dynamic Nature of Mobile Search in APAC", which explores mobile search usage trends and reviews impending developments that could reshape the mobile search landscape in the Asia-Pacific (APAC) region.
The analysis, based on 2.5 billion anonymous visits to 125 Web sites, covers 11 countries in APAC including Australia, China, India, Japan and South Korea.
Key Report Findings Include:
- Across APAC, mobile search drives almost 30% of mobile Web traffic. Mobile search is most advanced in Australia and Japan, driving upwards of 40% of mobile Web traffic.
- Google is the region’s leading mobile search engine, delivery 70% of all mobile search traffic. Its share is highest in Australia and India where it exceeds 95%.
- Strong regional exceptions exist, as Baidu (China) and Naver (South Korea) are the dominant search engines with market shares of 59% and 72%, respectively.
"In APAC mobile search clearly matters, but because of significant regional variations, businesses need a country-by-country mobile strategy," said Aseem Chandra, vice president of marketing, Adobe Digital Marketing Business. "This Adobe Digital Index report demonstrates that search drives a higher percentage of mobile traffic than PC traffic. Because of potential market changes, APAC marketers must more closely watch this emerging channel to make the right investments. What may be working well today could rapidly change in the future."
India specific data from the study:
- In India, search drives 35% of all mobile visits, which is greater than PC search, as is the case across APAC
- Google is the choice of search engine for Indians and Google's share is more than 95% in India mobile search market.
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