Search spend increased in Europe by 14% in the final quarter of last year research by IgnitionOne has discovered.
Global research undertaken by the digital marketing company found that between September and December of last year, search spend increased by 14%, while clicks also increased by 22% and clickthroughs by nearly one fifth (19%), as the use of mobile devices to purchase and compare prices grew.
Meanwhile, the research found that search advertising spend in the US increased by over one quarter (26%) in the fourth quarter, with increases in impressions of 42%, clicks (42%) and transactions (67%) also recorded.
Mobile search advertising impressions through mobile also increased in the US by 316%, resulting in a 267% uplift in spend for the same period, as mobile search accounted for 14.2% of total retail budgets for the fourth quarter.
IgnitionOne UK supports more than 65 brands across a range of industries, with this research based on analysis of media spend and results during the fourth quarter of 2011.