{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.


That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.


Sorry about this, there is a problem with our search at the moment.
Please try again later.

In the UK, the share of clicks coming through mobile search ads almost doubled in 2013, from 24% in January to 43% in December.

According to the latest research from Marin Software, mobile devices will account for 50% of all paid-search clicks globally by December 2015. 

The UK is ahead of the rest of Europe, where mobile and tablets only accounted for 20% of paid search clicks in 2013.

That being said, advertisers in Europe increased their investment in mobile paid search by 109% in 2013, while UK advertisers increased their mobile paid search spend from 22% to 35%.

In another report from TNS, 32% of UK consumers make purchases on a smartphone, it’s clear that the UK has the highest percentage of people who make a monthly purchase on their smartphones, with 32%. This is compared to just 8% in France, 15% in Germany and 19% in Sweden.

Advertisers are increasingly keen to reach mobile users, as this is quickly becoming a key method by which shoppers research products online. UK advertisers benefited from higher click-through rates (CTRs) of 5.71% compared to 3.83% for the rest of Europe.

Smartphone conversion rates however are at an average of 2.8%, currently below tablets (4.6%) and desktop (6.1%). Users may well be researching on the handy smartphone that’s at an arm’s reach at all times of the day but more than 40% of online adults are multi-device users, who will abandon the smartphone for a larger display as soon as it comes to purchase.

Cost-per-click (CPC) has increased, with average CPCs on smartphones rising 26% to £0.19 and tablets rising 11% to an average of £0.31.

CPC on mobile devices increased at a much higher rate than cost per click on the desktop during 2013. In some regions, tablet CPCs have surpassed desktop CPCs.

The cost of mobile advertising is rising due to its popularity and effectiveness. Although as CTRs are improving globally, conversions for smartphones aren’t going to rise in line until ecommerce fully adopts mobile optimisation or responsive design as the key method for improving the ease and simplicity of purchasing goods via mobile.

You can download the full Marin report here, or for more insight download Econsultancy's Mobile Marketing and Commerce Report.

Christopher Ratcliff

Published 20 March, 2014 by Christopher Ratcliff

Christopher Ratcliff is the editor of Methods Unsound. He was the Deputy Editor of Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

686 more posts from this author

Comments (0)

Save or Cancel

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.