According to Marin Software’s new State of Mobile Search in the U.S. report, by the close of 2012 smartphones will account for 25% of all paid search ad clicks in Google’s network.
As recently as January 2011, that percentage was a scant 5% in comparison.
Click through rates on mobile phones are now 72 percent higher than they are on desktops, though tablet clicks net a lower cost per conversion, says Miranda Miller, of Search Engine Watch.
The explosive adoption of smartphones and tablets, coupled with user behavior, is driving the growth of paid search clicks via mobile devices, said Matt Lawson, Marin Software’s Vice President of Marketing.
“We have a combination of tremendous consumer demand with favorable performance,” Lawson revealed. “We think it’s growing at anywhere from four to eight times the speed that desktop revenues are.”
The report refers to 2011 as a “watershed year” for mobile search, “with an almost 7 percent increase in clicks on mobile devices, from 5.3 to 12 percent, as a portion of all Google ad clicks from January to December 2011.”
To read more and gain further insight into this telling report, click here.