AT&T Interactive: More Than 30 Percent Of Searches On Network Are Mobile

AT&T Interactive released its Q1 2012 “Local Insights Report” (.pdf) earlier today. The report covers search activity on AT&T Interactive’s various properties (online, mobile and IPTV), which together comprise its YP Local Ad Network. The data in the report are gleaned from more than 190 million monthly searches across the network.

Below are the overall most-searched categories and the fastest growing across the YP Local Ad Network (Q3 vs. Q4 2011):

The top mobile search categories are similar but not identical to the list in the graphic above:

1. Restaurants
2. Automotive
3. Movie Theaters
4. Beauty Services
5. Hotels

Mobile searches now represent “more than 30 percent of all searches” across the YP Local Ad Network. This number is higher than the mobile percentage of general search, which is more like 15 – 18 percent overall, though higher in some categories.

Last quarter AT&T Interactive said that its mobile users click ads 2X more than PC users. Mobile users are also more inclined to call a business than their online counterparts, who are more likely to visit a website.

The graphic below reflects actions taken by consumers on a business profile/more information page, after the initial click:

In Q4 2011, AT&T said that the top advertisers on the YP Local Ad Network by ad spend were the following:

1. Building Contractors
2. Legal
3. Medical
4. Automotive
5. Financial Services
6. Home Maintenance Services3
7. Pet and Animal
8. Moving and Storage
9. Real Estate
10. Insurance