Sites see an average of 26% increase in unique mobile and tablet visitors during Q2
Click through rates for ads on smartphones are three times higher than those on desktop, research from Latitude has found, at an average of 5.1 per cent compared to 1.6 per cent.
The research, part of the Think Works report, also found that there was a 26 per cent growth in mobile and tablet visitors to websites, meaning that almost a fifth of all website visitors in June 2012 were arriving through smartphones and tablets.
The 2012 Euros saw huge peaks in tablet and mobile usage, with PPC click share reaching 46 per cent, with the trend seen to be a result of multi-screening. – something which is expected to be repeated during the Olympics.
Alex Hoye, Latitude CEO, SAID: “The Olympics will see an upsurge in mobile internet usage as people take to their smartphones while viewing events in person or on the screen.
“Tablet cost-per-clicks have already exceeded the cost of desktop CPCs and mobile isn’t far behind. There is a very limited opportunity left for advertisers to take advantage of the lower click rates for mobile. This is the time to go for it.”