What happens to search when the browser is no longer the front door? As engagement migrates to mobile, users’ front door is predominantly apps instead of the search-centric web. This is the topic of a recent BIA/Kelsey report, Mobile Local Discovery, The Next Era of Search.
To accompany the report, we created a quick presentation that highlights many of its takeaways, which is embedded below (slides and voiceover).
The topic’s importance is heightened by search’s longstanding dominance. It has been the gatekeeper to the web for the past decade. And that dominance has been lucrative, especially for market share leader Google, which derives $50 billion annually from search advertising.
Search started in the desktop-heavy world of the 90’s and 2000’s, when trillions of web pages compelled an advanced index and a friendly entry point. But an app-centric mobile universe — pre-organized into neat little buckets — doesn’t compel a search engine, as we know it.
The impact of this trend is felt greatest by Google, as mobile usage continues to grow and 85 percent of mobile minutes are spent in-app (Nielsen). The question is how will Google carry its dominance into a new environment with different entry points to digital content?
Hit play to hear our take.
This will be a key coverage area going into 2016, and at December’s BIA/Kelsey NEXT. We’re putting finishing touches on the agenda which should be live tomorrow.