What has caused this?
An explosion of tablet and smartphone adoption along with consumer behaviour is driving this steep curve. This coupled with an increase in advertisers spend on mobile advertising, it truly looks to be a bumper year for mobile marketing.
Throughout the report, it becomes apparent that mobile and tablet searches boast a higher CTR than their desktop cousin and also hold their head high by offering the lowest CPC rate of all medium searches.
Unsurprisingly however, mobiles have the lowest conversion rate, followed by tablets whilst desktops continues to boast the highest conversion rate. There are a multitude of reasons why mobiles still have the lowest conversion rate, these can be anything from the particular products being searched to the website not yet optimized for mobile.
If you take the above into context what currently provides the best option? Tablets!
But at the rate that online marketing changes, I predict this to change again very soon.
