Mobile technology is experiencing significant growth. A recent study found that 18% of all paid search clicks come from mobile devices, and this number is on the rise. Marketers need a mobile strategy to make sure their ads are compatible with tablet and smartphone formats. GbBIS looks at the study from Marin Software and what it can tell us about the future of digital advertising.
Marin Software, a digital advertising management company, found in its quarterly U.S. Online Advertising Quarterly Report, that 18% of paid search clicks come from mobile devices, says Gagan Kanwar, director of partnerships and research at Marin Software. This percentage is split into clicks from smartphones (10%) and clicks from tablet devices (8%).
“The growth in mobile is not surprising,” Kanwar says. “We have been benchmarking and looking at mobile for a while,” he says. Though not surprising, Kanwar states the increase is “incredible” given that in January 2011, mobile devices accounted for only 5% of paid search clicks. This growth indicates a trend in which mobile devices are beginning to replace traditional PC’s. Businesses need to develop a mobile strategy to reach the growing percentage of individuals relying on mobile technology over laptop or desktop computers.
“Fifty percent of Americans own smartphones,” says Kanwar, “so that market has already reached a kind of tipping point. But tablets are still new and under-penetrated,” he says, adding that though the category is dominated by iPad, other brands will continue to become part of the trend. “Google just announced an Android-based tablet,” he points out, “and Microsoft is also launching a tablet.”
Considering that mobile is only heading up as a vessel for paid search volume, Kanwar emphasizes the importance of marketers investing in mobile strategy. GbBIS offers its Mobile Locator application to help customers locate businesses using tablets, smartphones, or home computers. The Mobile Locator integrates seamlessly into a business’s website and allows customers to generate a web map of the nearest locations to them, as well as directions and contact information for each location. Using the most accurate data and web applications, GbBIS helps connect businesses to their customers.
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