January 15, 2013: According to research from IgnitionOne, paid search spending for tablet devices saw a 163 percent year-over-year increase in the 4th quarter of 2012, nearly double that of smartphones (87 percent). The survey found that tablets tend to have higher conversions and impression rates than smartphones, which makes them a more attractive investment for advertisers.
IgnitionOne reported that mobile ad spending currently accounts for 18 percent of the total marketing budget; 57 percent of mobile spending is devoted to tablets. The study revealed the sharp increase tablets have seen in both paid search spending and search ad impressions (212 percent growth) during the last quarter of 2012 when compared to 2011. The increase in tablet paid search impressions in the 4th quarter, reported IgnitionOne, is in large part due to holiday-related spending.
A study from Marin Software revealed similar findings: “Due to the form factor of tablets, consumers find it easier to shop and transact, leading to higher conversion rates on tablets than smartphones and more competition for clicks. We expect the trend to continue as the number of tablets in the marketplace increases and as advertisers continue to optimize their campaigns for these devices.”
Both studies noted that this is only the beginning for paid search spending for tablet devices; prior to the 4th of 2012, tablets trailed smartphones when it came to online advertising. Researchers believe that 2013 will see a budget shift toward mobile ad campaigns that increase paid search spending for tablets and smartphones.
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