Survey: UK holidayed at home in 06

Thousands of low cost UK attractions and a July heat wave have contributed to a rise in domestic tourism, suggest figures released today by m-spatial - in its second quarterly Mobile Local Search Index. The summer search index charts local searches made on mobile phones between July and September 2006, and shows a significant increase in holiday related search enquiries by UK mobile subscribers.

With the hottest July since records began providing perfect conditions for Brits to holiday at home, the summer statistics saw searches for tourist information, camping and bed & breakfast climb by 137%, 160% and 108% respectively. Cooling off was also a clear priority for mobile users with swimming pool searches increasing by a massive 600%.

The good weather also encouraged UK homeowners to do those DIY jobs they’d been putting off during spring, with Home and Garden category search moving into the top 10 for the first time, and high street brand B&Q seeing a 33% increase in search traffic.

Commenting on the Index, Andy Walker, CEO of m-spatial, said: “The summer results provide a great example of just how ubiquitous mobile search is becoming. Mobile local search services are now being used in a much wider context, not just to satisfy immediate need - such as the nearest pub or restaurant - but as an integral tool to plan holidays, day trips and find places to stay.

“This increased activity underlines the increasing importance of mobile local search, not only to mobile operators and content providers, but increasingly to retailers and local businesses.”

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This seasonal shift in statistics is also reflected in the companies topping the Mobile Local Search Index, with hotel chain Premier Travel Inn climbing up to sixth position in the top ten `searched for brands’ category.
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