A new report from Performics suggests mobile devices are accounting for larger parts of paid search impressions, highlighting the value of mobile search efforts.

Mobile paid search traffic now makes up more 12 percent of total paid search impressions. Smartphone devices account for roughly 10 percent, while 2 percent of paid search views are driven by tablet devices. Click-through rates are a bit less, with mobile devices representing 11.9 percent of total engagements.

It's crucial that businesses note tablet usage is not the same as smartphones, however.

"Initial tablet search behavior by time of day closely resembles existing mobile habits – usage peaks during off-work hours. While PC searches peak between the hours of 9 a.m. and 5 p.m., mobile and tablet usage peaks between the hours of 5 p.m. and 10 p.m.," Performics explains.

"However, while mobile devices also see moderately strong search usage between the hours of 11 a.m. and 5 p.m., tablet devices are almost exclusively restricted to the evening period," the source notes.

As the number of smartphone-owning Americans grows, the devices will become integral to B2B online marketing efforts. According to comScore, more than 66 million consumers current have smartphones.  

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