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BIA/Kelsey Report Examines the Shift from Web-Based Search to Mobile Discovery

Sep 24, 2015

‘Mobile Local Discovery: The Next Era of Search’ looks at the fragmented state of search and what Google and other companies must do to thrive in a multi-screen world.

CHANTILLY, Va. (Sept. 24, 2015) – As user engagement migrates to mobile devices, the fate of browser-based search is in question, along with that of search market share leader Google. This is the focus of a new Insight Paper by BIA/Kelsey titled, “Mobile Local Discovery: The Next Era of Search.” The report explores Google’s multipronged strategy for remaining competitive in the mobile era, from innovative products like Google Now to initiatives that link content between apps and efforts to improve the search experience on the mobile web.

Google is working hard to help define the user experience on mobile devices in the next decade, according to the report. The search giant’s focus on mobile is intended both to defend its $50 billion search business and to increase its share of the $2 trillion in offline commerce that is influenced by mobile.

“The existence of trillions of web pages compelled the creation of Google’s advanced index and its friendly entry point that made all that information and knowledge accessible,” said report author Michael Boland, chief analyst and VP, Content, BIA/Kelsey. “But the app-heavy mobile environment — already siloed into neat little packages — doesn’t beg for a search engine. This is worrisome for Google, whose biggest and most under-recognized challenge will be migrating its dominance into a digital world that has alternate entry points.”

The report looks at Google’s effort to improve the quality of the mobile web by penalizing web pages that are not optimized for mobile, as well as the company’s Google Now product and its push to enable deep linking between apps, strategies designed to bring the same level of interconnectedness to mobile that Google established years ago on the desktop.

In addition, the report assesses the potential impacts of the symbolic “four horsemen” of technology that dominate the main competitive areas defining the industry—Apple (hardware), Amazon (e-commerce), Facebook (social) and Google (search).

Discussing the Future of Search at BIA/Kelsey SMB

Mobile search is on the agenda at next week’s BIA/Kelsey SMB conference, Sept. 29-30, in Denver. A session titled “The Future of Search” will discuss the mobile search migration and reveal how SMBs can reach customers adapted to a new search paradigm that factors in wearables, voice recognition and the Internet of things. More information about the conference is available at

Report Availability

“Mobile Local Discovery: The Next Era of Search” will be of interest to executives at companies involved in mobile advertising, app development, content publishing or local marketing; investors assessing future opportunities in the mobile/local space; and anyone who wants to stay informed about trends in mobile search and commerce.

More information about the report, including how to purchase, can be found on the report’s web page.

About BIA/Kelsey

BIA/Kelsey advises companies in the local media space through consulting and valuation services, research and forecasts, Custom Advisory Services and conferences. Since 1983 BIA/Kelsey has been a resource to the media, mobile advertising, telecommunications, Yellow Pages and electronic directory markets, as well as to government agencies, law firms and investment companies looking to understand trends and revenue drivers. BIA/Kelsey’s annual conferences draw executives from across industries seeking expert guidance on how companies are finding innovative ways to grow. Additional information is available at, on the company’s Local Media Watch blog, Twitter ( and Facebook ( Stay connected by subscribing to the firm’s newsletter.

For more information contact:

Eileen Pacheco
For BIA/Kelsey
(508) 888-7478