Tablet CPCs fell below desktop pricing for the first time in several quarters and sit at a 12% discount to desktop CPCs.
A separate report from the IAB shows that global figures for mobile ad revenue increased by 82.8% in 2012 to $8.9 billion up from $5.3 billion in 2011.
Search dominated mobile ad spend, accounting for a massive 52.8% of the overall total.
Data included in our new Mobile Commerce Compendium highlights the frequency with which smartphone owners use mobile search.
A survey of 1,000 consumers found that search is one of the most common tasks carried out by smartphone users, with 67% of respondents having used mobile search in the previous week.
The Compendium includes a section of tips and advice on mobile search, including details on the difference between mobile and desktop search, and a look at whether brands are making the most of the opportunity.
State of paid search
Covario’s report also includes data on the overall state of the paid search market. Among the major search engines globally, Google continues to command more than 86% of the paid search market share.
Advertiser spending on Google increased by 13% in Q2 2013 compared to the same period last year.
The Yahoo-Bing Network, which holds 6% of the global paid search spend market share, saw year-on-year quarterly spending up 23% along with a 7% gain from the first quarter.
Covario’s report is based on its clients’ paid search activity in more than 45 countries.