Internet-wide searches on the small screen

While only 30% of mobile device users access the Internet on their handhelds, 75% of those who do conduct Internet searches, and 50% conduct searches several times a week, according to new research from iCrossing Inc., a digital and search engine marketing firm.

Additionally, users prefer to search via major search engines rather than through search options offered on mobile telecommunications carriers’ platforms, concludes “How America Searches: Mobile,” a survey from iCrossing conducted by Opinion Research Corp., which polled 1,000 mobile phone users.

The survey finds that mobile searchers prefer navigating directly to mobile versions of major search engines—including Google, Yahoo, MSN and Ask—over using carrier-supplied search functionality—such as a search bar or carrier home page box—by a margin of nearly two to one.

There is one significant caveat, however, to mobile search: 75% of users are not willing to browse beyond a second page of mobile search results, the survey says.

Ultimately, dedicated mobile search sites are a must, iCrossing contends, because 84% of mobile searchers expect sites they visit frequently to have dedicated mobile versions.

Mobile technology expert Levi Shapiro, an executive with Telephia, is speaking at the Internet Retailer Conference & Exhibition, June 4-7 in San Jose, in a session entitled Mobile Commerce is Happening—and Retailers Better Get Ready for It.