Reality check on mobile search

Despite recent data suggesting mobile search is taking off, the current reality is less-than-thrilling, says AdAge. Citing Forrester Research, the article points out that 80 percent of marketers say they either use or plan to employ Internet-based search marketing, yet less than one-third of retail marketers and one-half of consumer goods marketers expect to use mobile search as part of that plan. The reason? Traffic. Only about 5 percent of the nation's 190 million mobile phone subscribers have ever used mobile search, according to M:Metrics. The reason: (wait for it….) bad user experience.

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