For even further proof that mobile is on a mission to conquer the world, a new study reveals that mobile ad tablet users accounted for 10 percent of all U.S. search ads during Q4 of 2011.
The U.S. Online Advertising Report from online advertising platform provider Marin Software reveals that during Q4 of 2011, 4 percent of clicks on paid search ads in the U.S. were made on a tablet, with 6 percent being made on a smartphone. Additionally, the ads that were served on tablets had a 37 percent higher click through rate (CTR) than ads on desktops, while smartphones had a 31 percent higher CTR.
“In Q4 2011, we saw paid search marketers allocate a larger portion of budgets to mobile devices than ever before," says Matt Lawson, Vice President of Marketing and Partnerships at Marin Software. "Given the favorable performance characteristics of mobile advertising today, we expect this trend to continue as advertising dollars begin to chase consumer behavior."
Other statistics from the report also show that across the top three search engines – Google, Yahoo and Bing – paid search spending increased by 35 percent, click volume increased by 56 percent, CTR increased by 23 percent and cost per click (CPC) decreased 14 percent during Q4 of 2011, compared to last year at the same time.