Brits lack Interest

"Brits lack interest in mobile search- survey."

Just one in five (20%) UK subscribers actually search for content on the mobile internet, despite an industry perception that 89% do, according to new research.

The survey, from Mobile Entertainment Forum and Ovum, questioned MEF members including operators, content providers and technology enablers to gauge industry views, as well as 1,000 UK consumers.

Despite subscribers not searching on the mobile internet as often as the industry expects (only 2% searching on a daily basis), those that do are downloading premium material, rather than just surfing.

Amongst consumers using mobile search once a month or more, the most commonly searched for content is ringtones (54%), closely followed by full track music downloads (47%). Of the top four types of content looked for ringtones, full track downloads, sports results and games all featured.

Ringtones, music tracks and games all command a premium and subscribers appear willing to pay for it - only 17% of respondents were put off searching by cost.

This is particularly important with industry respondents citing 'increased downloads' (50%) as the most important quantifier of successful search mechanisms followed by return visits (31%).