Mobile devices achieve higher click-through rates than desktops when it comes to UK paid search ads, according to a report from Marin Software.
The data looks at how different devices performed during 2012, with smartphones achieving the highest CTR at 5.87%, compared to 3.93% on tablet and 2.29% on desktop.
And though the same is true of the Eurozone, the difference is less pronounced – smartphones achieved a CTR of 4.78%, compared to 4.48% on tablet and 3.1% on desktop.
The findings come from Marin's new report that looks at how smartphones and tablets are changing paid search.
The fastest growth in ad spend is coming not from mobiles but from tablets. Campaigns for tablets are often grouped with mobile, and yet consumer behaviour is different on each.
Understanding that difference is critical in creating an effective campaign for tablet users.
In case you hadn’t noticed, smartphones and tablets are now hugely important for ecommerce both in terms of traffic and conversions.
According to Ofcom, smartphone penetration in the UK now stands at 58% while 19% of the population owns a tablet, so websites have no choice but to adapt to accommodate the ensuing changes in consumer behaviour.
With this in mind, I thought it would be useful to round up some of the most useful stats and surveys we’ve seen in the past 12 months.
And for more data on m-commerce checkout our Internet Statistics Compendium...
Smartphone owners are more likely to use their device for email than for making phone calls, according to new research by Adobe.
The 2013 Digital Publishing Report, which surveyed 1,003 18-54 year olds, found that 79% of smartphone owners use their device for email compared to 78% who use it for making phone calls.
This serves to further underline the importance of optimising email campaigns for smartphones.
We’ve previously reported on data which shows that up to a third of emails are opened on mobile devices, yet data included in our Email Marketing Census reveals that 39% of businesses have no strategy in place for mobile optimisation and a further 37% said their strategy was ‘basic’.
Adobe’s report found that Facebook is the third most popular smartphone activity (58%), followed by listening to music (52%) and playing games (48%).
Nearly a quarter (24%) of UK consumers used a mobile device for Christmas shopping, according to stats included in our new Christmas 2012 Online Shopping Survey.
The report, which was produced using Toluna QuickSurveys, polled 1,000 UK and 1,000 US online consumers on their shopping habits.
It revealed that 11% of UK respondents used a smartphone and 13% used a tablet, compared to 77% who shopped using a desktop.
US shoppers exhibited largely similar shopping behaviours, though overall were 4% more likely to use a smartphone or tablet for their Christmas shopping.
With Christmas behind us once more, it was unsurprising to many that smartphones and tablets played an even bigger part in our holiday shopping activities than they have done in the past.
As you would expect, our Internet Statistics Compendium is stacked full of the latest insight into how the festive season is becoming an increasingly mobile and online orientated affair for more and more people.
Tablets accounted for almost one fifth (18%) of UK paid search clicks for retailers in 2012 compared to 13% on smartphone, according to a new report from Kenshoo.
Tablets also delivered 18.3% of conversions and 21.3% of revenue, while smartphones achieved just 3.6% of overall retail conversions from PPC and 3.4% of revenue.
Similarly, the conversion rate from smartphone visits is just 1.59% compared to 5.85% on tablet and 6.53% on desktop.
The report indicates that marketers aren’t yet making the most of the opportunity presented by tablets, as the devices account for 14.1% of ad spend at a CPC of £0.25, while desktop hoovers up 78.7% with a CPC of £0.36.
Smartphones and tablets have accounted for more than a quarter (28%) of the clicks on retail paid search ads so far this Christmas, according to data from Kenshoo.
The Kenshoo 2012 UK Online Retail Christmas Shopping Report - Early Edition, indicates that the share of clicks from personal computers is down to 72%, with tablets comprising 15% of all clicks and mobile phones accounting for 13%.
The data also shows that tablets drive the highest average order value at £85.55, followed by smartphone (£77.80) and desktop (£75.93).
However smartphone conversions lag way behind the other devices at just 1%, compared to 4.99% on tablet and 5.16% on desktop.
We may argue that we didn’t need studies to tell us that tablets are taking attention away from TV screens. In fact, before tablets and smartphones even existed, laptops were already gaining ground in the living room.
Today, the question is not whether we live in a multiscreen world or not, but which screen is the most valuable, the the bigger one or one getting the most attention from consumers? Is it possible that the data from those studies needs to be reinterpreted?
Econsultancy has just finished a new report, The Multi-Screen Marketer, written on behalf of the Interactive Advertising Bureau and based on a survey to over 1,800 consumers.
The goal was to find out how they use a second screen while watching television and to help us understand the impact of these behaviors on advertising and marketing.
There's no shortage of research on the topic, so we focused on areas that believe to be the least examined (and most useful), including how different types of content correlate with multi-tasking, how the distraction of the second screen affects advertiser awareness and what consumers expect from their TV experience in the future.