You can tell a lot about people by tracking their mobile Web searches--like the fact that BlackBerry users like to hunt for low gas prices and iPhone users are
Boston start-up uLocate Communications says BlackBerry users are more likely to compare gas prices online than other smart-phone owners. IPhone users, meanwhile, are eight times more likely to search for
The data stems from uLocate's location-based services platform, called "WHERE," which runs on
ULocate tracks the searches, which it says are made by millions of users across the U.S., for informational purposes. The findings shed light on the kinds of people who use, say, an iPhone versus a Pre.
Some of the distinctions may be attributable to age or socio-economic differences. ULocate says that iPhone and Android users tend to search for
Search results from BlackBerry users pointed toward a lifestyle of heavy travel during the week and movie-going on the weekends. The pattern fits the popular image of BlackBerry owners as busy road warriors who want to relax on their days off, says Gilmartin.
Other findings are more mysterious, like the fact that Android and Pre users search for Pizza Hut when looking for a quick bite to eat, while iPhone and BlackBerry users prefer
The iPhone-McDonald's bond could be related to the prevalence of wi-fi in McDonald's restaurants. The same goes for Starbucks.
ULocate, which uses advertising to subsidize its smart-phone applications, doesn't care what consumers search for as long as they keep tapping the mobile Web. The company says business has improved enough that it recently reached a cash-flow break-even position. The company is six years old.
Next, uLocate plans to conduct historical comparisons to see if user preferences shift along with the economy--nudging people to visit Wal-Mart instead of the more upscale
For more tech coverage see www.forbes.com/technology. To read more of Elizabeth Woyke’s stories, go here. Contact the writer at ewoyke@forbes.com.
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