Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

search behaviors, the most striking metric was not about the velocity of mobile searchgrowth. That is to be expected. Across its apps, sites and publishing partners YP saw a25% growth in the number of mobile-originated searches, now up to 30% of all searchactivity.The obvious upshot of these metrics is that mobile search increasingly is disconnectedfrom immediate proximity, or perhaps moments of critical need. Instead we are seeingmore general search behaviors also migrate to mobile.Another expansion of the mobile search equation reflects the growing comfort we havewith mobile media as well as older groups becoming more mobile-savvy. While the 61%rise in Medical and Health Care searches was driven by a 144% increase in pharmacysearches, it also included Medical Services (up 83%) and Physicians and Surgeons (up70%).This is not to say that proximity does not matter in mobile search, but it matters mostwhen it comes to taking action on an ad. The closer the user is to the business, the morelikely they will be to click on the ad. At one mile or less from the business, the user is1.4x more likely to click the ad, and that responsiveness actually spikes at 1-2 miles out(1.48x) before descending steadily to 1.05x at 5-10 miles out from the advertisedbusiness.And make no mistake about categories of local searching, which still are led byrestaurants (17% share of all mobile searches), although this category grew 13% in theyear. The top five search categories for 2012 were Restaurants, Financial Services, AutoRepair & Service, Beauty Services and Physicians and Surgeons.IAB: Mobile Video Usage Peaks During TV Prime Time12/18/12 at 11:18 AM by Andrew Burger+New research from the Interactive Advertising Bureau (IAB) conducted by On Device Research refutes a common myth aboutmobile video. As a press release from IAB notes, some people assume that mobile video is something consumers use―haphazardly‖ when they have ―nothing else going on and no other screen available.‖ But IAB‘s research, based on surveys anddiaries kept by mobile phone users, suggests otherwise.Close to two-thirds (63%) of digital video viewing on mobile phones actually takes place in homes, IAB researchers found — andmore than a third (36%) occurs in a room with another, second screen, in the room — be it a TV, desktop computer or tablet.Researchers also noted that 22% of video interactions were to access content viewers planned to watch, while 18 percent wereout of boredom, and only 3 percent because no other screen was available.Mobile videos are ranked third on IAB‘s ―list of high-time spent (one hour or more weekly) activities conducted on mobile phones,‖behind playing games and social media. Mobile video interactions increase steadily throughout the day, peaking in evening primetime TV hours, according to ―The IAB Mobile Phone Video Diaries‖ report.Music videos, cited by 45% of respondents, were the most frequently viewed mobile video genres, followed by:Movie trailers (42%)Tutorials/How-To‘s (41%)Funny short video clips (37%)105