A new study commissioned by digital marketing agency iCrossing and conducted by Opinion Research Corporation, found only 30 percent of users access the mobile Internet on their devices. The study is based on a series of focus groups and a survey of 1,001 mobile users. Of those who do surf the mobile Web, a whopping 75 percent use mobile search.

Among other findings:

--Mobile searchers prefer using the mobile versions of the search engines brands they know from the Internet such as Google, Yahoo!, MSN and Ask to search services provided by mobile operators by a margin of nearly two to one (!)
-- Maps/directions, weather and local information are the main attraction. However, even thought they are the leading content categories, around 75 percent are not willing to scroll beyond the second page of search results
—The vast majority (84 percent) want to surf the mobile Web; they expect the sites they visit frequently to have a dedicated mobile version.

The study lends credibility to observation I hear at mobile search conferences (and I’ve been involved in them all): Once users figure out they can search they’re likely to become power users. Put another way, users who don’t use the mobile Web naturally don’t know about or need mobile search. So, it’s up to the operators to encourage users to do both by introducing cheaper data rates and educating users about why (and how) they should use mobile search in the first place.

The real shocker is the overwhelming popularity of Internet search engines. Operators shouldn’t give up trying to deliver search services under their own brand; they have to try harder. Users who search on their mobiles are likely repeating their PC search habits, and will continue to do so until operators can show them an alternative. It’s a nascent market and there is plenty of room for made-for-mobile search engines and services. The burden is on operators and their white label partners to earn their place. As always, the best user experience will win in the end. Press release