The influence of mobile devices on paid and organic search continues to grow. According to the latest quarterly report from RKG, smartphones and tablets combined accounted for 26% of organic search traffic in Q2, up from 15% a year earlier. Most of that traffic (18%) came from iOS devices, fairly evenly split between the iPad and iPhone, as Android devices contributed another 7% of traffic. While Google has traditionally seen a greater share of mobile traffic than Yahoo, this past quarter saw Yahoo pulling even, with each generating close to 28% of traffic from mobile devices. The Google share includes estimated visits from iOS 6.
Bing still trails with less than 15% of traffic coming from smartphones and tablets, although it saw a marked rise from Q1.
About the Data: Figures are derived from samples of RKG clients who have worked with RKG for each respective marketing channel. Where applicable, the samples are restricted to those clients who 1) have maintained active programs with RKG for at least 19 months, 2) have not significantly changed their strategic objectives or product offerings, and 3) meet a minimum ad spend threshold. All trended figures presented in the report represent the average same-site change over the given time period.
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