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Mobiles and tablets accounted for 12% of all paid search clicks in the UK during December, according to new data from Marin Software.

This represents a 49% increase in click share as a percentage of the total since October.

The Quarterly UK Online Advertising Report found that, over the same period, spend share of mobile and tablet devices increased by 29% to a 7.5% share of overall search spend.

Marin said the disparity between mobile click share (12%) and mobile spend share (7.5%) highlights favourable performance conditions for mobile advertisers.  

Relative to desktop search, volumes are growing faster than budgets, resulting in less expensive clicks on mobile campaigns.

Marin vice president of marketing and partnerships Matt Lawson said: “The budgets for mobile search advertising still lag user adoption of devices. Given this gap, we expect mobile search to see continued investment as advertising dollars chase consumer behaviour in 2012.”

Across all devices, paid search click volumes increased 43%, click-through rates increased 24% and cost per click decreased 5% during Q4 2011 on a year over year basis. 

Marin also added that the combination of improving CTRs and declining CPCs point to significant efficiency gains for advertisers over the past year.

David Moth

Published 19 January, 2012 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

1680 more posts from this author

Comments (2)

dan barker

dan barker, E-Business Consultant at Dan Barker

Oddly I was just looking at similar stuff around facebook.

For example a site where mobile facebook visits made up >5,000 visits so far this january, vs just a couple of hundred for the same period last year. (overall visits from facebook roughly flat).

over 4 years ago

Joel Harrison

Joel Harrison, Director at Silver Bullet Publishing

Interesting post. It seems like the inexorable rise of mobile is continuing. How long before it takes over from desktop activity?

over 4 years ago

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