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Latitude Digital Marketing today releases its ‘Think Works’ mobile report analysing the rapid growth of Mobile and Tablet in Q2 2012 and providing predictions for the Olympic period and beyond. Q2 2012 saw tablet use skyrocket, with websites seeing an average of 26% increase in unique mobile and tablet visitors. This means that in June 2012 almost one in five of all website visits arrived from smartphones and tablets.
Mobile and tablet click-through rates continue to outperform desktop. This is likely to be a result of advertisers providing higher quality ads and users having increased awareness of services that can be sourced through mobile and tablet devices. June 2012 saw tablet cost-per-clicks become more expensive than desktop for the first time ever, averaging on £0.51. Mobile CPCs also ran to their highest cost, averaging on £0.39 in June compared with £0.26 in March. The time is running out for advertisers to take advantage of lower cost mobile clicks.
The 2012 Euros saw huge peaks in tablet and mobile usage, with PPC click share reaching a staggering 46% at best. This is the result of growing popularity of ‘multi-screening’ where consumers browse online content via their smartphones and tablets while watching the TV. This was the case particularly with the Euros with consumers using gambling sites’ in-play functionality. This trend is set to really take off during the Olympics Games coverage where viewers will be not only betting on, but also commenting on and tuning in to view, the coverage via TV screens, desktops, tablets and mobiles.
“The Olympics will see an upsurge in mobile internet usage as people take to their smartphones while viewing events in person or on the screen”, commented Latitude CEO Alex Hoye. “Tablet cost-per-clicks have already exceeded the cost of desktop CPCs and mobile isn’t far behind. There is a very limited opportunity left for advertisers to take advantage of the lower click rates for mobile. This is the time to go for it.”
Download your copy of Latitude’s ‘Think Works’ Report: Think Works – Q2 Mobile Report.
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