Mobile local search volume will surpass desktop local search for the first time in 2015, according to Tango Group client 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).
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.