Search Trends in Online Property (Jan-Aug 2010) Property research on mobile reaching tipping point in the UK Bickey Russell, Lead Industry Analyst, Google UK Elizabeth Song, Analyst (Summer Intern), Google UK

1. Mobile queries for property accelerating As homeowners become increasingly tech-savvy, mobile phones have allowed users to tap into property information around the clock. Over the past two years, property searches from mobile devices have skyrocketed, growing at a tremendous rate of 190%.

Google Searches on mobile phones is growing at a rate of 190% year-on-year

2. Use of location in mobile searches With increasing adoption of smartphones cross the UK (now at 24% penetration in the UK, source: Ofcom 2010), mobile users are increasingly using the location-based searches (e.g. “property in Kingston”). In fact, use of location in property queries from mobile devices has accelerated faster than overall mobile property searches at a rate of 195% year-on-year (Jan-Aug 2010). As a result, mobile search behavior is already becoming more sophisticated with the use of geomodifrers in mobile and non-mobile search campaigns becoming increasingly important.

3. First-time buyers adopting mobile even faster First-time buyers have adopted mobile searches for property at a remarkable pace. Growth in queries related to firsttime home buyers (e.g. terms such as “homebuy direct,” “mortgages for first time buyers”) from mobile phones has grown by 226% year-on-year in the UK. The mobile phone presents an excellent channel by which to reach this audience effectively. Advertisers looking to attract a greater segment of the first-time buyer market, which is often younger and more attuned to the latest technological trends, should therefore look more closely at building out mobile-focused advertising campaigns.

4. Mobile devices bridge the gap between online and offline In a market where consumers often search online and then buy offline, it is increasingly important to provide more mobile applications that help seamlessly integrate these spheres. Mobile devices, particularly smartphones with added functionality, provide the perfect platform for easy and convenient access to online information while outside of the home. This is particularly relevant in the property sector where the majority of research takes place on the internet. Advertisers should remain at pace with this consumer shift to mobile internet and continue to develop and promote their mobile sites – eventually leading to more leads. Google UK – September 2010 Source of query data: Google Internal. Disclaimer: This report is for informational purposes only. Google makes no warranties, express, implied or statutory as to the information in this document. Complying with all applicable copyright laws is the responsibility of the user.© 2010 Google. All rights reserved.