More than 80% of the smartphone owners in the UK search for local information, research by Google and the Mobile Marketing Association has found.

The survey, carried out by Ipsos and TNS Infratest, also found that more than half of smartphone owners questioned access the internet via their phone on a daily basis.

More than eight in 10 (81%) have searched for local information such as nearby facilities, with four out of five subsequently using these facilities.

Just over half of smartphone owners in the UK use the web everyday, while just under half (49%) admitted to using it on more than one occasion every day.

In addition, mobile commerce or m-commerce as it is often known is increasing in popularity, according to the online survey of mobile consumers across 30 countries.

Almost seven in 10 (68%) of UK respondents use their smartphones to research a purchase while in a physical store and almost one third (28%) had purchased an item via their handset.

Ian Carrington, Google’s head of mobile for EMEA, said earlier this month that there are currently more than 1bn mobile web users worldwide and over 50% start their journey with search.

He continued by saying that entertainment queries accounted for 18% of all searches, an increase from 7% in 2010, and that travel enquiries have increased from 4% in 2010 to 14% so far this year. “The mobile web is about consumer acquisition and commerce. Apps are about loyalty,” he added.

Please note the views expressed in this blog are the views of the author, Andre Brown and do not represent the view of Locayta, its employees or its shareholders. For more information about Locayta, visit