Mobile Local Search Volume Will Surpass Desktop Local Search in 2015,
According to BIA/Kelsey
Rise of mobile local search among the top trends on the agenda at ‘MLM
San Francisco,’ a new one-day event by BIA/Kelsey focused on
the mobile local media opportunity
CHANTILLY, Va. (April 18, 2012) – Mobile local search volume
will surpass desktop local search for the first time in 2015, according
to BIA/Kelsey. By 2016, the firm expects mobile local search to exceed
desktop local search by more than 27 billion annual queries.
“Among the drivers of mobile local search is the fact that it
happens further down the purchase funnel, compared with desktop search,” said
Michael Boland, senior analyst and program director, Mobile Local Media,
BIA/Kelsey. “We’re seeing that play out in the growth of
local query volume, and in performance metrics like clickthrough rates.”
As mobile local search queries rise, so will related advertising
revenues. BIA/Kelsey forecasts mobile local search revenues to grow
at a compound annual growth rate of 160.4 percent, from $400 million
in 2011 to $3.2 billion in 2016. During the same period, desktop local
search revenues will grow from $5.7 billion to $10.2 billion (CAGR:
12.1 percent).
“It’s important to note that while mobile local search
volume will exceed its desktop equivalent, ad dollars will remain lower,” said
Boland, “This is because advertisers aren’t yet keeping
pace with the growth of mobile local ad inventory, but we expect that
to evolve.”
The mobile local media opportunity will frame the agenda for a new one-day
conference by BIA/Kelsey. Mobile Local Media San Francisco (MLM
San Francisco)
will take place June 27 at the Mission Bay Conference Center at the University
of California San Francisco. The program will draw from BIA/Kelsey’s
forthcoming forecast for mobile local media and from the firm’s Mobile
Local Media and Social Local Media advisory services. MLM San Francisco will
gather the industry’s top strategists to consider questions such as:
What are the near- and long-term opportunities at the intersection
of mobile, local and social (SoLoMo)?
What are the best practices in building and launching mobile
products?
What has changed in local advertising in the post-PC era?
What are the ways mobile is developing into shopping, commerce
and payment utilities?
How do traditional media and start-ups play into this ecosystem?
Conference details, including speaker and agenda updates, sponsorship information,
venue information and online registration, are available at www.biakelsey.com/mlmsf.
About BIA/Kelsey
BIA/Kelsey advises companies in the local media space through consulting and
valuation services, research, Continuous Advisory Services and conferences.
Since 1983 BIA/Kelsey has been a resource to the media, mobile advertising,
telecommunications, Yellow Pages and electronic directory markets, as well
as to government agencies, law firms and investment companies looking to understand
trends and revenue drivers. BIA/Kelsey’s annual conferences draw executives
from across industries seeking expert guidance on how companies are finding
innovative ways to grow. Additional information is available at http://www.biakelsey.com,
on the company’s Local
Media Watch blog, Twitter (http://twitter.com/BIAKelsey)
and Facebook (http://www.facebook.com/biakelsey).
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Company Information
BIA Advisory Services (BAS) is doing business as (d/b/a) BIA/Kelsey. BAS is owned by BIA Financial Network. For more information on this parent company and for a list of affiliated companies, please click now.
