Siri increases search and email use from iPhone users

Published on
by Brafton Editorial
A report from the Wall Street Journal found that the iPhone 4S has driven mobile search from among iPhone users due to the presence of Siri, which should inspire marketers to optimize their websites for local search audiences.

A study from the Wall Street Journal found that users of the iPhone 4S are growing increasingly fond of Siri, the voice-activated assistant that comes standard with the device. The results should be good news for internet marketers hoping to reach more mobile audiences via search and email marketing. They show that Siri users are searching the web from their handsets more frequently, while they also access their email more often since sending messages is much easier with the tool.

According to the Wall Street Journal, one-third of iPhone 4S users search the web with their handsets using Siri.

For marketers, increased use of Siri places a focus on creating website content more likely to appeal to mobile search algorithms. Siri is among the most advanced voice recognition software available to consumers at the moment, and new media marketing plans of all kinds stand to benefit.

The ultimate effects on the way content marketing campaigns are launched will likely be minimal. However, the local element of mobile search algorithms means that articles and blogs used for marketing should include geo-centric keywords to appeal to Siri users looking for nearby businesses. Essentially, local optimization best practices can help brands reach these consumers.

A mobile search presence is critical for businesses, as smartphone users prefer accessing website content on their handsets from search as opposed to using mobile apps, Brafton recently reported. Many said they enjoy seeing content from several different websites when researching a purchase on their phones, motivating them to use the mobile web.

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