Just over half (50.1 percent) of spending on paid search ads and SEO efforts will go to mobile starting next year, according to research firm,
eMarketer. The scales will continue to tip quickly in mobile’s favor in the coming years, with 76.7 percent of US search spend going to mobile by 2018.
Last year, eMarketer estimates that less than a quarter (24.7 percent) of US search dollars went to mobile, which in this study include tablets and smartphones.
The shift is a result of the ubiquity of smartphones and swiftly changing behaviors. As a result “search will be more mobile than desktop next year the study finds.
Despite the shift in spending, ROI on mobile, while improving, is not yet keeping pace. EMarketer predicts mobile ROI will continue to trail desktop next year and beyond until tracking and attribution become more precise and allow marketers to close the loop between mobile search activity and online and, in particular, offline sales.
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