Source: Marin Software [download page]
Notes: Smartphones continue to lead the way in click-through rates across channels for enterprise-class advertisers, per Marin Advertising’s latest mobile advertising annual report. The study notes that search click share has gradually migrated away from desktops to smartphones in recent years, though it’s now tablet clicks that are moving to smartphones.
Meanwhile mobile device’s click share continues to rise on social, nearing 80% in late 2015, as social occupies a greater share of mobile media time.
Finally, smartphones overtook desktops in display ad click share in early 2015 for Marin’s large advertisers, continuing to rise before reaching 71% of all display ad clicks by the end of 2015.
About the Data: Marin describes its methodology as follows:
“In this study, we looked across leading brands and advertisers that manage more than $7 billion in annualized search, social, and display spend. Our data set represented all major industry sectors in the following countries or regions:
The size and diversity of our data set, coupled with our broad geographic coverage, enables us to provide the most comprehensive report on how mobile devices are changing consumer behavior across search, social, and display. That being said, our clients mainly consist of large advertisers spending upwards of $100,000 per month on paid-search, social, and display. As such, the information presented in this report is biased towards larger advertisers, and may not reflect mobile search, social, and display trends for small or medium sized businesses.”
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