Adobe Systems announced findings from its latest Adobe Digital Index report, ‘The Dynamic Nature of Mobile Search in APAC’, which explores mobile search usage trends and reviews impending developments that could reshape the mobile search landscape in the Asia-Pacific (APAC) region.
The analysis, based on 2.5 billion anonymous visits to 125 websites, covers 11 countries in APAC including Australia, China, India, Japan and South Korea.
The key findings of the report include:
• Across APAC, mobile search drives almost 30 per cent of mobile web traffic. Mobile search is most advanced in Australia and Japan, driving upwards of 40 per cent of mobile web traffic. Mobile search in India is at 35 per cent. Search via tablets in India stands at 32 per cent.
• Google is the region’s leading mobile search engine, delivery 70 per cent of all mobile search traffic. Its share is highest in Australia and India where it exceeds 95 per cent.
• Strong regional exceptions exist, as Baidu (China) and Naver (South Korea) are the dominant search engines with market shares of 59 per cent and 72 per cent respectively.
“In APAC, mobile search clearly matters, but because of significant regional variations, businesses need a country-by-country mobile strategy,” said Aseem Chandra, Vice President of Marketing, Adobe Digital Marketing Business.
“This Adobe Digital Index report demonstrates that search drives a higher percentage of mobile traffic than PC traffic. Because of potential market changes, APAC marketers must more closely watch this emerging channel to make the right investments. What may be working well today could rapidly change in the future,” he added.