Mobile cost per clicks 39% cheaper than desktop

July 28, 2011
by Duncan Fisher

Latitude Digital Marketing releases its Q3 Mobile Search Report emphasising the rapid growth of mobile search in 2011. Following predictions in our Q2 report, mobile ads continue to see significantly higher CTR than desktop, achieving average click through rates of 4.8% compared to 3.1% for desktop.

In Q2 this year, approximately 8% of paid search clicks came from mobile and tablet. The arbitrage opportunities from mobile search continue in many sectors as Q2 figures even now show that the average mobile cost per click is 39% cheaper than desktop clicks.

Another major trend is the growth in tablet usage. The release of the popular iPad 2 in March seems to have made an immediate impact on visit volumes, with Tablet visits representing on average 1.5% of website visits during Q2, compared to 1% in Q1.

Alex Hoye, CEO of Latitude, said of the report findings, “User adoption of mobile and tablet search is consistently growing thus continuing to give mobile a cost arbitrage. Following these trends, by the end of 2011 we expect to see over 10% of website traffic coming from smartphones and tablets. We at Latitude are staying ahead of the curve by using our Enterprise IQ cross-channel analysis to customise mobile ad campaigns into our clients’ overall digital marketing strategies.”

While the report highlights these exciting findings, it also focuses on best practice and tips on building high converting mobile websites. To download a copy of the report please click Q3 2011 Mobile Search Report.