Mobile Search achieves higher CTRs than desktop search

April 20, 2011
by Ben Wightman

We today released our Q2 Mobile Search Report 2011. Following predictions in our 2010 Mobile Search Report, Mobile ads continue to see significantly higher CTR than desktop, rising 4.9% in March compared to 3.3% for desktop.

In Q1 this year, approximately one in every 15 paid search clicks came from mobile. The arbitrage opportunities from mobile search continue in many sectors as Q1 figures even now show that mobile CPC on average are 37% cheaper than the desktop.

Another major trend is the growth of mobile search in certain sectors such as Gaming, Automotive and Retail. The opportunity to connect with customers during leisure time is clearly a boon for Gaming operators, with up to 9.5% of total paid search clicks coming from Mobile. Automotive businesses are capitalising on the location strengths of Mobile to boost test drive and repair bookings (7.4% clicks), while Retailers are able to promote local stores and m-commerce sites equally to acquire customers (6.5% clicks).

Alex Hoye, CEO of Latitude, said of the report findings, “User adoption of mobile search is exceeding advertiser’s adoption of the channel continuing to give those targeting mobile a cost arbitrage. With 85% of new handsets in the UK in 2011 expected to be able to access Mobile Internet, the base is broadening. We at Latitude are staying ahead of the curve by using our integrated intelligence to customise mobile search 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.

Take a look at the Q2 Latitude Mobile PPC Report 2011.