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Although mobile Web will continue to dominate search budgets in the next four years, there will also be a shift towards more in-application spend, according to a new study from Juniper Research.

Juniper’s new “Mobile Search & Discovery: Market Prospects 2014-2018” report looks at how mobile search will grow primarily through location-based apps and hyperlocal targeting in the next four years. With more time-sensitive searches taking place on smartphones and tablets, mobile is increasingly becoming the platform that marketers are investing more in versus desktop with specific, targeted keywords.

“The simple answer here is device growth – more smartphones and more consumer tablets means more browsing for online inventory,” said Dr. Windsor Holden, principal analyst at Juniper Research, Hampshire, England.

“Second, that inventory is growing exponentially,” he said. “Brands and retailers have by and large realized that mobile is a critical channel for engagement and purchase and are increasingly ensuring that their sites are optimized for mobile access. It’s also worth pointing out that another key driver is contextual search – we’re seeing far more activity in location-based search queries.”


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