Yelp: 35 Percent Of Searches Mobile Now

Yelp released some new mobile data yesterday based on usage and activity in December. The company said that its mobile apps generated calls to local businesses “every other second.” Here are some of the other data:

  • 3.2 million unique visitors used a Yelp mobile app
  • Every other second a consumer generated directions to a local business
  • A photo was uploaded every 30 seconds from a Yelp mobile app

Most striking to this audience will be the following stat: “35% of all searches on Yelp.com came from a Yelp mobile app.”

The mobile audience on Yelp is more active and engaged than its PC audience. This characteristic of mobile users (vs. PC users) has been confirmed again and again by Google, Microsoft and Facebook in their statements about mobile usage. In many contexts conversions are higher and leads are better because of the greater intent or needs of mobile users.

Last year, 2010, was the year that consumers broadly adopted the mobile internet (now 91.7 million in the US according to Nielsen). This year, 2011, is the year that marketers get (mobile) religion as they see the kind of value it can deliver.

In addition to being a very powerful search medium, mobile is (somewhat counter-intuitively) a tremendous branding medium as well — perhaps even more effective than TV. Indeed, new data from Campbell’s Soup and Nielsen seem to confirm this potential:

Those exposed to one of Campbell’s iAds were more than twice as likely to recall it than those who had seen a TV ad. Indeed the five-week study, conducted by Nielsen, showed that consumers shown an iAd remembered the brand “Campbell’s” five times more often than TV ad respondents and the ad messaging three times more often.

We’ll have a couple of great mobile sessions at SMX West (Mobile Search Ads, Mobile Apps) and several local sessions that will directly or indirectly touch on mobile. There’s also a Yelp-specific session that I’ll be moderating.

If you’re a marketer and haven’t yet started actively using mobile, you’re already behind.

Related entries:

Related Topics: Channel: Mobile | Search Engines: Location / Checkin Services | Search Engines: Maps & Local Search Engines | Search Engines: Mobile Search Engines | Top News

Sponsored


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

Connect with the author via: Email | Twitter | Google+ | LinkedIn



SearchCap:

Get all the top search stories emailed daily!  

Share

Other ways to share:
 

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!

 


 

Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide