Fifty-six percent of smartphone users who purchased their handsets between June and August chose Android as their mobile operating system, which means they'll likely choose Google for mobile search.
Market research firm Nielsen reported that 56 percent of smartphone users who purchased their devices in the last three months have purchased an Android-powered device. Mobile (and search) marketers should note that this could correlate with further growth of on-the-go Google searches.

Google’s mobile operating system has rapidly overtaken market share previously owned by Apple and Research In Motion. While industry experts have speculated about the reasons, the availability of the operating system on a number of handsets from every major mobile service provider is the primary factor in its success.

For marketers, the growth of Android places an especially strong focus on mobile search as a part of an SEO strategy. Brafton reported recently that Google’s mobile search is one of the most popular applications available on the operating system.

As these smartphones grow increasingly powerful, it’s critically important that marketers include variations of primary keywords likely to be searched by mobile users.

Brafton recently reported that 55 percent of smartphone users conduct searches based on category rather than a specific company name. For B2C companies especially, this trend provides major opportunities for business by optimizing a site for mobile access and creating content that includes terms likely to be searched by users on the go.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.