Because people are searching for information and advice on what to do.
Comscore reports that “local search-focused Internet brands [like yellowpages.com] have been developing mobile content at a feverish pace.”
Deborah Eldred, Director, Mobile and Personalization for R.H. Donnelley, is quoted as saying, “…we have seen a significant increase in queries specific to visiting a local establishment, as people are looking for information about where to eat and what to do when they are out and about. ”
And why not? For most of us, our time is the most precious thing we have. If a few moments of searching on our mobile phone will steer us toward a better experience, help us find a better restaurant, or find something nearby to engage our children, of course we’ll do it.