Mobile search rising in popularity

Usage of mobile search has increased by almost one-third this year, according to new statistics from Orange.

The operator's Digital Media Index showed that search usage among its mobile customers surged by 30 per cent between July and September.

Take-up of local search saw particularly high growth, with an increase in use of 100 per cent - potentially signifying a major growth area for mobile marketing.

Mobile social networking is also on the rise among UK consumers, according to the report.

This follows figures from ABI Research published in October showing that almost half of social network users have visited such sites via a mobile device.

"Mobile is no longer simply a channel for brands to deliver packaged content in a manner of their choosing," remarked Paul Jevons, director of products, portals and services for Orange.

Orange's figures also revealed that take-up of 3G mobile services saw a significant increase this year, while mobile music downloads rose by ten per cent.