Walmart, Target and Pizza Hut topped the list of the top 10 brands searched for last year, according to data from uLocate.

The searches, based on behavior observed on uLocate?s WHERE platform, confirm that brands play a key role in local search. McDonald?s, Starbucks, Walgreens, Subway, GameStop, Best Buy and IHOP rounded the list of the top 10 searches of 2009 by users of WHERE.

Interestingly, Bank of America, IKEA and Costco have replaced Pizza Hut, GameStop and IHOP on the list of top 10 most-searched brands. And the total number of searches for Walmart and Target increased by three times in October, per uLocate.

In this Q&A, uLocate vice president of marketing Dan Gilmartin explains the evolution of mobile search during 2009 and particularly over the holidays. Read on:

What key trend did you notice with mobile searches over the holidays?
Trends in mobile search on the WHERE platform from Thanksgiving throughout the holiday season are indicative of the behavior one would expect at this time of year.

More people were searching for stores/retail locations for specific brands including Walmart and Target.

Additionally, while banks are usually in the top 20 search terms, we saw search activity for banks increase, notably Bank of America. 

We also typically see quick service restaurants (QSRs) in the top searches, but they were replaced by retailers. 

How did this year differ from last year?
The trends are similar to last year, although QSRs did not drop off as much.

Additionally, this year we saw more activity from feature phones. I believe this is due to higher data plan penetration rates.  

So what does this evolving consumer behavior mean for marketers?
While it is no surprise that consumers are using their mobile devices for local search with increased frequency, this is not isolated to smartphones. 

Since WHERE is on over 100 devices in the market ? the majority are feature phones ? we see growth of search activity coming from the feature phone market.

The number of local searches we have seen per user in the past year has increased 300 percent. 
For marketers, this means that they need to focus on the market beyond just smartphones. Also, there is some seasonal impact on mobile local search.

What were consumers searching for?
Brands played an important role in local search and in 2009 the top 10 brands users have searched for are, in order: Walmart, Target, Pizza Hut, McDonald?s, Starbucks, Walgreens, Subway, GameStop, Best Buy and IHOP. 

Food, in general, is a leading category with pizza being the No. 1 search term across all platforms.

Any difference in patterns during Thanksgiving time and closer to Christmas?
From Thanksgiving to Christmas, Bank of America, IKEA and Costco replaced Pizza Hut, GameStop and IHOP on the list of top 10 searched for brands.

The total number of searches for Walmart and Target increased by three times over the month of October.

These searches are indicative of the behavior one would expect to see during this time of year.

Shopping and spending increased due to gift buying. People were also stocking their shelves to prepare for holiday entertaining.

How were consumers using the Where platform? How does WHERE work?
WHERE is a leading local search and recommendation application. WHERE aggregates content from multiple sources in addition to our own user WHEREreviews.

Reviews from our users are real-time, allowing them to make an informed decision of what to do or where to go based on data. 

People use WHERE to find relevant and useful local information, such as the weather, news, restaurants reviews and to locate stores, special offers and coupons nearby.

Essentially, WHERE helps consumers to stay informed, and save time and money while on the go.

What next for uLocate?
We will continue to focus on delivering the best mobile local search experience to consumers, while simultaneously increasing our monetization ability through innovative engagement of our audience.

We are building new local ad units that improve our ability to monetize versus other standard ad platforms in the market.  

The WHERE search is different from your typical Google search, right?
Yes. For example, when you search for gas stations using WHERE, we know that you are not only looking for the closest gas stations, but also the cheapest and a particular grade. Therefore, we filter results by proximity, price and grade.

So where is mobile search heading?
The future for mobile search lies in both providing depth of information that allows user to make informed decisions, and delivering accurate search results before the consumer even has to ask the question.

We are working towards both goals by aggregating the best content available, and learning from a user?s prior sessions. 

A lot can be determined from prior search history coupled with context such as location and time of day. Who wouldn?t want a coupon for 20 percent-off lunch when they head out with coworkers?

Do marketers get the power of mobile search to influence shopping and buying?
Yes. Innovative and interactive campaigns that are contextually relevant and location and demographic targeted, are yielding good results.

Additionally, with mobile coupons, marketers are able to directly track the success of mobile campaigns in driving foot traffic into retail locations.