18 May 2011 | Author: N. Hamilton Media copywriter

Google search app now 20 per cent quicker on iPhones

With Apple named the world's most valuable brand and Microsoft pairing with Nokia, Facebook, BlackBerry, Yahoo! and Skype in a bid to establish itself as the go-to for software, smart phones and search, Google's having to fight harder than ever to waive off challenges to its search and smart phone mantles - which may explain why the firm's updated its signature search app so it now runs 20 per cent faster on iPhones.

According to CNet.com, Google has updated its search app for iPhones, so the app runs 20 per cent quicker while SERPS are more 'finger friendly' and fonts are larger.

What's more, Google admitted its latest app upgrade disables voice search, conceding that voice extensions slow up search and effects accuracy - a big concession from Mountain View given that until now it's pushed voice search as an innovative feature.

Though its quicker app seems a simple upgrade, some tech pundits say the move indicates Google's getting serious about keeping its smart phone mantle safe from competition.

With Google taking faster and mobile-optimised "fat-fingered" search to iPhones, the search seraph seems to be attempting to make Google search the go-to option for Apple smart phone users.

A smart move, given that a recent comScore report indicated Android and iPhone users are more likely to check in to location-based discount platforms than other smart phone users.

In addition, Cupertino cronies and the Android army check more tech news, access retail sites, read shopping guides online and own a tablet - making them a highly valuable, 'opted-in' audience for demographic-targeting brands and advertisers.

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