Searches performed through mobile devices will have overtaken desktop queries in around five years time, according to one executive from Yahoo!.
In an interview with Search Engine Land's Gord Hotchkiss, the group's senior vice-president of search products Shashi Seth stated he believed growth would be strongest in European and Asian markets, with the US "a couple of years behind".
He went on to say the increases in the sector would offer an opportunity to "break down the artificial boundary between search advertising and display advertising" as he noted there would be key differences in the approach internet marketing services would have to take on mobile platforms.
Searching on portable devices would not work in the same way as on desktops, the expert explained, suggesting mobile apps would be a format users may be more likely to engage with rather than established query methods.
The executive was speaking as a recent report by web monitoring service comScore revealed 35.1 per cent of mobile subscribers in the US accessed a browser in September, while 33.1 per cent used downloaded apps.
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