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Showing posts with label tablet usage. Show all posts
Showing posts with label tablet usage. Show all posts

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.

July 2, 2012

Mobile Paid search grow 333% 14% Search Budgets goes Mobile

In Q2 market share shifted back towards Google holding 79.1% of share compared to Yahoo!/Bing with 20.9%.Yahoo!/Bing increased search ad spend by 32.9% YoY, which tops Google’s 11.4% growth.

US Paid Search Spend Growth Slows in Q2; Mobile Keeps Rolling
: "US paid search spending grew 15.5% year-over-year in Q2, representing a slowdown from Q1’s 30.3% growth rate, per a June report from IgnitionOne. Despite the overall pace settling back, mobile paid search continued to grow at breakneck speed, with a dramatic 333% increase year-over-year, following a 221% rise in Q1.

Mobile accounted for 14% of total US search budgets in Q2, up from 12.3% in the previous quarter. Mobile’s growing importance was similarly seen in a Performics report in May: the company continues to find mobile taking up a larger share of budgets among its aggregated client base.

CPCs Show Slight Growth
Data from IgnitionOne’s Q2 report indicates that total cost per click (CPCs) rose 2.1% in Q2, after increasing 0.9% in Q1. Google CPCs continued to fall, down 3.1%, which the report attributes to increasing reliance on mobile’s cheaper CPCs, as well as increasing use of new formats which are typically lower PPC clicks. By contrast, Yahoo!/Bing saw a significant 24.3% rise in CPCs."

May 10, 2012

Going Online Via Tablets: How it impacts CTR

Based on its analysis of 16.2 billion visits to the websites of more than 150 retailers in 2011, Adobe Digital Marketing Insights found that Tablet Visitors spend over 50% more per purchase than visitors who use smartphones (“Smartphone Visitors”) and over 20% more than visitors who use desktop/laptop computers (“Traditional Visitors”).

Additionally, Adobe found that Tablet Visitors are
three times more likely to make a purchase than Smartphone Visitors and nearly as likely to purchase as Traditional Visitors.

Why Tablet Visitors  are  more valuable to retailers? Adobe’s analysis identifies two factors that could explain this finding.
First, Tablet Visitors are more affluent than other online shoppers and tend to be males. According to the June 2011 study, A Portrait of Today’s Tablet User, by the Online Publishers Association (OPA), 12% of the U.S. Internet population, or 28 million consumers, own a tablet. Tablet owners skew toward 18- to 34-year-old males and come from households with above average incomes: 29% have an annual household income greater than $75,000.

Tablet Visitors are rapidly growing in size. Although they generate a small portion of total website visits, their share of total visits increased from 1% to 4% in just 12 months. Tablet Visitors appear to spend more because of their demographics, the nature of the tablet user experience, and the environment in which Tablet Visitors shop online 
via adobe research