“Even though browser-based search is a common behavior among mobile owners, search engines are not necessarily the first place smartphone and tablet users turn,” said Cathy Boyle, senior analyst for mobile at eMarketer. “The explosion of mobile app development and usage means mobile users have more—and more specialized—alternatives for finding information.” (http://www.emarketer.com/article.aspx?R=1010898&RewroteTitle=1)
Ap based search is not new, but it is starting to take share from the big guys like Google. Googles ad revenues are still growing, but their share is starting to shrink.
How are the big guys responding? If you can’t beat them, join them. This is why Facebook adopted a mobile search strategy. its also the logic behind a ‘multiple app strategy’ (vs the single app approach).
Where is that market share going?
.. ecommerce sales apps like Amazon and contextual search apps like Shazam, all of which charge advertisers for search listings and are beginning to see gains in their mobile advertising revenues. What for sites like Yelp and Foursquare to also make significant gains in ad revenue. (emarketer.com)
This is a great time to be in mobile. Social – Mobile – Location – Context!