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Click-through rates for smartphone devices over double those on desktops

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By The Drum Team, Editorial

July 12, 2012 | 2 min read

Click-through rates on smartphone devices stands at 5.67 per cent, compared to 2.65 per cent on desktops, research by Marin Software has found.

The study, based on the Marin Global Online Advertising Index, which includes over 1,800 advertisers and agencies, found that mobile devices accounted for a 20 per cent share of clicks against a 13 per cent share of spend throughout June 2012 in the UK.

It was discovered that search advertising in the UK has shown continued growth in Q2, with the number of paid search clicks increasing by 52 per cent and impression volumes growing by 85 per cent year on year.

Ed Stevenson, managing director of global agencies and international at Marin Software, said: “On a year over year basis, general search click volumes increased across the US, UK and the Eurozone, which is great news for marketers globally.

“It’s particularly interesting that marketers have reflected the consumer move towards tablet and mobile searches by shifting search budgets accordingly. This trend was noticeable globally, but most prevalent in the UK, where we have consistently seen a very advanced mobile market. Overall, tablets and smartphones, while still in early stages of adoption relative to desktop computers, are showing strong and accelerating gains in search share, while delivering quality performance with higher than average click-through rates. An opportunity any advertiser will be taking seriously.”

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Marin Software

Marin Software is an online advertising company headquartered in San Francisco.

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