Overall, the share of paid search clicks from mobile devices rose around the world in 2012, and people are more engaged with search results when they're mobile, according to Marin.
Click-through rates and conversion rates on tablets rose sharply in 2012, and a new report from Marin Software projects tablets will account for 20 percent of Google’s paid search ad clicks in the U.S. – and about $5 billion in revenue.
The State of Mobile Search around the Globe 2013, an annual report, analyzed more than $4 billion in paid search spend by brands and advertisers in 13 countries. Most of Marin’s clients are large advertisers spending more than $100,000 per month on paid search.
Analyzing the average CTR across devices, Marin found CTRs for smartphones were 107 percent higher than desktops computers, while tablet CTRs were 37 percent higher. At the same time, cost-per-click was lower on mobile: smartphones clicks were approximately 36 percent cheaper than desktop clicks, and tablet clicks were about 17 percent cheaper.
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