These are the findings of a new report by the MEF’s Mobile Search Initiative, penned by Ovum’s Eden Zoller. It specifically calls for the establishment of an independent body that can provide recognised metrics and measurements, similar to those available in the fixed internet world.

There are also pleas for: better relevance; analytics and behavioural targeting; ease of use; advertising support; and location based functions.

Claudia Poepperl, head of the MEF initiative and CMO for MobilePeople, said: “Consumers searching via mobile aren’t simply browsing, they’re actively looking to buy. This represents a fantastic revenue opportunity for operators and content providers alike, but only if issues of usability and measurement can be resolved