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July 12, 2012

Smartphones CTR Higher than Tablets,but lowest CPC





Tablets accounted for 7% share of US paid search spending in June 2012, up from 5% in March,according to [download page] a July report from Marin Software. This increase in budgets came alongside a 33% quarter-over-quarter rise in tablet’s share of clicks, from 6 to 8%. Overall, smartphones and tablets accounted for 18% share of clicks and 14% share of spend (14%) in June.
A separate report covering US paid search in Q2, released in June by IgnitionOne, found tablets accounting for 8.4% of US paid search budgets.

Computers See Lowest CTRs, Highest CPCs

Data from Marin Software’s “Online Advertising Report” indicates that click-through rates (CTR) in June were highest on smartphones (5.21%), followed by tablets (3.22%), with computers bringing up the rear (2.07%). Cost-per-click (CPC) was highest for computers ($0.78) and lowest for smartphones ($0.49), with tablets ($0.64) sitting roughly in the middle.,
Previous research from Marin has shown that while smartphones have the highest CTRs and lowest CPCs, tablets have the best return on ad spend, measured on a cost per conversion basis.