In just the last few months, the percentage of search ads being clicked on tablets, and the percentage of spend dedicated to the devices, has grown by several points. That’s according to the latest report by Marin Software, which regularly examines trends among all the ads placed by its 1,500 clients.
When it comes to click share and spend share, ads on smartphones remained the same between March and June 2012, but tablets grew from 6% click share in March to 8% in June, taking clicks from computers. Spend share for tablets grew from 5% in March to 7% in June, while smartphones remained static at 7% of spend.
Together, smartphone and tablet devices accounted for 18% of clicks and a respectable 14% of spend during June.
Meanwhile, click-through rates on tablets inched up from 3.05% in March to 3.22% in June. Cost per click also grew in the same period, going from $0.60 on tablets to $0.64. Notably, both smartphones and tablets boast higher click-through rates at a lower cost-per-click, as compared to desktop and laptop computers.
Marin attributed the tablet increases to growth in consumer adoption, and suggested all advertisers consider whether targeting to smartphones or tablets would allow them to better reach their target audience.
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