UK mobile paid search clicks increase 180%
27 March, 2012
Internet Advertising Bureau
The number of mobile paid search clicks in the UK increased 180 per cent between January and December 2011, according to data from Marin Software.
It was also revealed that consumers are more likely to engage with paid search adverts on mobiles and tablets than desktop computers.
Click-through rates on paid search ads are 54 per cent higher on smartphones than desktops, while these rates are 68 per cent more on tablets than computers.
Ed Stevenson, managing director of Global Agencies and International at Marin Software, said: "Mobile cuts across all online marketing channels, whether search, display, or social.
"As consumers shift their media consumption to mobile devices, advertisers need to seriously consider how to adapt their marketing strategies to capitalise."
Other findings from the report included the fact that the share of search budget for mobiles increased 191 per cent from 3.2 per cent to 9.3 per cent over 2011.
The percentage share of mobile clicks is still higher than spend at 15.1 per cent, which the market research firm believes signals room for further growth in marketing budgets.
Recent figures from comScore showed that Brits are also likely to check news on their smartphones, with 15.8 per cent currently doing so on a daily basis.