Social networking dominates mobile search

Social networking is the top area of interest among mobile web users, according to mobile software applications and infrastructure provider Openwave Systems. Facebook and MySpace top search terms on both Google and Yahoo! OneSearch.

Per mobile web usage trends derived from an anonymous sample of customer logs from a Tier-1 North American operator and processed through its Openwave Mobile Analytics service, the firm notes that in terms of average hits per session, MySpace leads Facebook by nearly 46 percent, suggesting MySpace could become the preferred choice of mobile communications for a segment of the operator subscriber base and could even displace some email solutions. 

Openwave also found that mobile advertising marketplace AdMob serves nearly seven times more ads than its nearest competitor. But it also has a lower click-through rate compared with rivals Buzzcity and Microsoft. Openwave said that AdMob's lower click-through numbers could be the result of generic ads that fail to offer targeted relevance to the subscriber.

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