Share of clicks coming from mobile search ads in the UK nearly doubled in 2013, rising from 24 per cent to 43 per cent, according to a study.
The annual report from Marin Software found that advertisers increased the share of their search advertising budgets spent on mobile and tablet devices from 22 per cent to around 35 per cent, while click-through rates (CTRs) were higher for mobile in the UK at 5.71 per cent compared to the Eurozone at 3.83 per cent.
However, smartphone conversation were lower than tablet at 2.79 per cent compared to tablet at 4.6 per cent and desktop at 6.09 per cent. In addition, the report found that the cost per click (CPC) on smartphones had increased by more than a quarter to £0.19 and 11 per cent on tablet to an average of £0.31.
Jon Myers, VP and MD EMEA at Marin Software, said: “Advertisers are quickly adjusting their strategies to accommodate the ‘always-connected’ British consumer, who’s constantly on the go and whose shopping and product research behaviour is vastly different to anything we’ve seen before. It’s stunning how quickly smartphones and tablets have become an essential part of modern life.
“As advertisers battle for consumer wallet-share, their mobile strategies will need to become even more sophisticated to ensure they are optimising spend effectively in a world where the cost of mobile advertising is rising due to its popularity and effectiveness.”
He added: “For the first time, this year search marketers will be able to access audience data as well as contextual data like weather patterns to help them creatively address these challenges.”
Marin predicts mobile devices will account for 50 per cent of all paid-search clicks globally by the end of 2015.