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July 4, 2012

Tablet devices in US accounted for 60% of the total mobile search advertising

US Paid Search Slows in Q2; Mobile Search Explodin"

Tablet Share of Mobile Search devices accounted for 60% of the total mobile search advertising budget in Q2, down from Q1’s 67.4%. Factoring in mobile’s role in total US search budgets, though, and tablets’ role in the overall picture remains steady: the devices accounted for 8.4% of total paid search budgets in Q2, virtually unchanged from 8.3% in Q1.

Along with mobile’s growth in search spending, impressions were also up 130% year-over-year, and clicks posted a 325% gain."

Other Findings:

  • Travel search ad spend jumped 37.8% in Q2, after rising  22.8% in Q1. Impressions for the vertical also grew 61.9%. The report suggests a portion of this increase can be attributed to a growth in tablet and mobile search advertising efforts. Indeed, according to recent research from Millennial Media, the travel vertical experienced a 200% rise in ad spend on the company’s mobile network in Q1, taking it to the third spot among the top 10 global advertising verticals. Advertisers may be paying attention to recent figures from comScore, which revealed that 1 in 2 smartphone users access travel content on their devices.
  • Per the IgnitionOne report, Google held 79.1% share of the market in Q2. Yahoo!/Bing search ad spend grew 32.9% year-over-year, compared to Google’s 11.4% growth.