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Mobile Accounts for 12 Percent of Paid Search

Posted on 7.18.2011

Performance marketing firm Performics has released its second-quarter mobile paid search data and found that mobile paid search traffic is now 12 percent of all paid search impressions (mobile + desktop), while mobile clicks are about to cross the 12-percent threshold.

This latest iteration of data is particularly noteworthy since Google Adwords is now breaking out “tablets with full browsers” as a distinct device within reporting, as of June 1. In the Q2 data, Performics found that tablets now account for 1.7 percent of all paid search impressions, which is 14 percent of all mobile impressions.

Performics has been tracking these mobile metrics among their clients for more than 18 months now. Some of the most interesting data points include the following:

•    Mobile click share continued to rise in June to more than 11 percent of all search clicks. Tablets contributed more than 13 percent of all mobile clicks.

•    For the past two months, mobile and tablet devices have been virtually tied with computers for click thru rates (CTRs). This follows 11 months during which mobile devices largely lagged behind computers.

•    Early tablet impressions are heavily weighted towards display, with virtually no impressions coming from search partners. Tablet clicks, similar to both computers and mobile devices, are largely coming through Google search.

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