Mobile ads continue to see significantly higher click through rates than desktop, achieving average rates of 4.8% compared to 3.1% for desktop, according to Latitude Digital Marketing’s Q3 Mobile Search.
In the second quarter of this year, about 8% of paid search clicks came from mobile and tablet. The opportunities from mobile search continue in many sectors as Q2 figures even now show that the average mobile cost per click is 39% cheaper than desktop clicks.
Tablet usage is also having a major impact, with the release of the iPad 2 in March seeing tablet visits accounting for on average 1.5% of all website visits during Q2, compared to 1% in Q1.
Latitude chief executive Alex Hoye said: “User adoption of mobile and tablet search is consistently growing thus continuing to give mobile a cost advantage.
“Following these trends, by the end of 2011 we expect to see over 10% of website traffic coming from smartphones and tablets. Brands should customise mobile ad campaigns into overall digital marketing strategies.”
