UK advertisers are reacting to consumers’ increasing mobile usage, by shifting search advertising budget towards tablet devices, according to new data. The report, Marin Software’s Online Advertising – Q2 2012 Report, shows advertisers were rewarded for embracing the shift with mobile devices accounting for a 20% share of clicks against a 13% share of spend throughout June 2012 in the UK.
Furthermore, consumers seem more inclined to click on mobile devices, with click-through rates for Smartphone devices more than double those on Desktops – at 5.67% and 2.65% respectively. These clicks also continue to come at a lower cost, with the Cost-per-Click (CPC) on Smartphones more than half that for Desktops at 15p compared to 35p, highlighting another reason for advertisers to take mobile search advertising seriously.
Overall, search advertising in the UK showed continued growth in Q2, with the number of paid search clicks increasing by 52% and impression volumes growing by 85% year on year. For a wider market perspective, advertisers in the Eurozone saw paid search click volume increase by 49%, with a similar level of growth in impression volumes, showing that economic challenges in the Eurozone are not negatively impacting search marketing. Meanwhile, in the US paid search clicks rose by 19% accompanied by an 18% increase in impressions.
“On a year over year basis, general search click volumes increased across the US, UK and the Eurozone, which is great news for marketers globally,” comments Ed Stevenson, Managing Director, Global Agencies and International, Marin Software. “It’s particularly interesting that marketers have reflected the consumer move towards tablet and mobile searches by shifting search budgets accordingly. This trend was noticeable globally, but most prevalent in the UK, where we have consistently seen a very advanced mobile market. Overall, tablets and smartphones, while still in early stages of adoption relative to desktop computers, are showing strong and accelerating gains in search share, while delivering quality performance with higher than average click-through rates. An opportunity any advertiser will be taking seriously.”
http://www.marinsoftware.co.uk