Reblogged from the Mobile Gov Blog.
Last week Rimm-Kaufman Group published its new Digital Marketing Report (free download with your email address), which covers the fourth quarter of 2012. They found a staggering increase in the use of mobile search. Specific findings include:
- Nearly 20% of organic search and direct visits were mobile in Q4.
- iPad delivered 7.3% of visits, followed by the iPhone at 6.7% and Android devices at 5.2%.
- In congruence with our Trends on Tuesday about end of year app downloading, mobile traffic showed two clear peaks during the 2012 holiday season: the first around Black Friday and another just following Christmas (see graph).
- While iPad competitors ended Q4 with nearly 16% of tablet traffic, for the full quarter, that figure stood at 13%. Still, that is nearly double their 7% share for the full Q4 2011.
These results should have federal agencies thinking about how their data and content appear on mobile search sites.