by Jaimie Siegle | Advertising Systems, Inc.
A new study by eMarketer shows that as fewer people are using search engines on desktop devices, the volume of queries from smartphones and tablets has increased – a trend that led to more successful mobile campaigns with a lower cost-per-click (CPC) rate.
“Mobile’s high CTRs [click-through rates] and low CPCs have encouraged marketers in the paid search realm, and they are confident mobile is having a positive effect on sales in other channels,” the report summary says.
The popularity of mobile usage by consumers is showing no signs of slowing down either – especially for tablets: Mobile search ad spending is expected to reach nearly $3.6 billion in the U.S. this year (up from $2 billion in 2012). Meanwhile, tablet usage increased 180 percent between 2011 and 2012, with “search” coming in as the No. 1 activity among tablet users.
Consulting firm BIA/Kelsey estimates that mobile local search activity could surpass desktop local search by 2015, an indication that small businesses should keep mobile in mind when deciding how to spend their digital marketing dollars. Because most mobile activity consists of search, e-mail and social media, small businesses have the opportunity to market to their product through multiple channels checked by individuals multiple times a day. According to one survey, respondents communicated on their smartphones more than two hours per day, with more than half an hour accounting for Facebook activity.
How often do you use your phone or tablet to check your email? Do you think the mobile trend will continue to rise as predicted, or taper off within the next few years?