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Consumers by far favour using search engine apps to brand apps when using smartphones to search for information on products and services, according to research published today by the Direct Marketing Association in conjunction with Toluna QuickSurveys. 

The findings of the DMA Mobile Marketing Council’s first Mobile search 2012 reveal that seven in 10 (68%) of UK smartphone owners prefer using search engines to research potential purchases compared to just 37% that use brand apps for the same purpose. 

The research, which polled 1,000 UK consumers on their smartphone usage and preferences, also reveals the primary reasons why consumers use their devices to search the web and the kinds of content they search for.

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