Approximately 30 per cent of mobile users are expected to use mobile search facilities by 2013, a new study has revealed.

Such growth in this sector could have an effect on search engine marketing, as advertising supported local search becomes the key driver for development, Juniper Research suggests.

The latest report from the research firm found that local search is expected to account for some 43 per cent of cumulative mobile search advertising revenues.

And user response rates to such advertising forms are expected to be higher than for advertising on other forms of mobile web search, the research company believes.

Effectiveness of search engine marketing will very much depend on local conditions, with success rates being affected by the quality of local directories, Juniper believes.

Other recent studies from the firm have found that retailers are likely to issue around three billion mobile coupons to users by 2011 in an effort to drive sales.

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