The U.S. Mobile Search Market

    July 24, 2007

Competition for the U.S. mobile search market will be anything but tame, due in part to the large U.S. online ad market and the influence of portals.

eMarketer estimates that by 2011, mobile search will account for about $715 million, or close to 15 percent of a total mobile advertising market worth $4.7 billion.

In April 2007, iCrossing reported that three-quarters of mobile Internet subscribers access mobile search services.

The U.S. mobile search market is expected to have some growing pains over the next two or three years as the major operators, portals and mobile search start-ups compete to be the mobile search leader.

eMarketer Senior Analyst John du Pre Gauntt said, "Mobile search in the US has all the right parts on the table: a huge online advertising ecosystem, the world’s leading content industry, massive portal players, major league mobile operators and a host of VC-backed start-ups."

"In other words, it’ll be a bloody mess over the next few years sorting out the center of gravity for mobile search, as each player tries to convince the others to follow its lead. The good news for marketers is that there’s enough of a prize for the winner(s) that resolution will come."