Mobile search is driving almost 30% of mobile web traffic in the Asia-Pacific, the latest Adobe Digital Index report showed.
Across APAC, mobile search is most advanced in Australia and Japan, driving 40% of mobile web traffic.
Google is the region’s leading mobile search engine, delivering 70% of all mobile search traffic. Its presence is greatest in Australia and India, where its market share exceeds 95%.
However, strong regional exceptions exist, as Baidu (China) and Naver (South Korea) are the dominant search engines with market shares of 59% and 72%, respectively.
"In APAC mobile search clearly matters, but because of significant regional variations, businesses need a country-by-country mobile strategy," said Aseem Chandra, vice president of marketing, Adobe Digital Marketing Business.
“This Adobe Digital Index report demonstrates that search drives a higher percentage of mobile traffic than PC traffic.”
Because of potential market changes, Adobe said APAC marketers must more closely watch this emerging channel to make the right investments.
“What may be working well today could rapidly change in the future,” noted Chandra.
The Adobe Digital Index is a series of reports on various aspects of digital marketing throughout the world. The analysis, based on 2.5 billion anonymous visits to 125 websites, covers 11 countries in APAC including Australia, China, India, Japan and South Korea.