In the past, before the mobile Web actually worked, people took a break from their [mobile] phones on vacation. These days, the phones are actually kind of fun.
The calls might get sent straight to voice mail, but the browser stays on. And for those workaholics, well, laptops are very uncool on the beach, so the mobile browser saves the day. Appetite for information doesn't go down during vacation for most people, but the nature of their information cravings change in obvious ways. The mobile browser is the most readily available way to get their fix. At home, the mobile was possibly the second choice, but on vacation it is often the only choice.
As people search for things to do and places to go in the summer, like concerts, parties, night clubs and the like, their mobile devices become increasingly important.
Mobile Web browsing provides singular utility, in that once you've found what you're looking for, you can get directions or place a call directly to the location, right from your mobile device.
Brands and marketers can leverage the inherent utility of mobile searches, by delivering mobile Web sites (optimized for mobile screens) and adding offers to their mobile landing pages, which can be redeemed by the end-users performing these searches.
For example, if you're looking for a place to watch the upcoming Mayweather vs. Marquez fight, you'd probably respond favorably to a 2-for-1 drink special offer from a bar broadcasting the fight that night. From Mobile Marketer at http://bit.ly/GbMRC
Please contact andrew@zipstripe.com for more information
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