Mobile devices are playing an increasingly important role in driving internet retail.
The Search Agency has just released a report called the State of Paid Search, which has revealed that mobile and tablet commerce are becoming increasingly important drivers for retail internet shopping clicks.
It also found that these devices are helping to drive an exponential online shopping growth rate.
What the report recorded was that the total Google and Yahoo!-Bing advertising spending had risen by 21.6 percent when compared to the same time the year before. They also looked into the changes that have occurred in paid search marketing trends quarter over quarter and year over year.
The report determined that tablet commerce is continuing to be a considerable driving force.
The Search Agency vice president of agency products, Keith Wilson, has said that “… mobile and tablets helped drive this growth exponentially… tablets continue to be a driving force… consumers (using) tablets to shop and buy… performance steadily increasing over the past five quarters…”
Among some of the key findings that the mobile and tablet commerce report discovered were the following:
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• Even though the year over year impressions had dropped by 4 percent, there was an increase of 15 percent in the rate of search click throughs, which led overall clicks to rise by 11.7 percent. This, along with an 8.8 percent CPC increase, year over year, brought about a total spending in advertising across Google and Yahoo!-Bing, that was 21.6 percent higher.
• While the market share split between Google and Bing had remained relatively consistent for four solid quarters, the most recent quarter saw an increase in Bing advertising spending of 21 percent. That was a 3.6 percent year over year increase, and a 3 percent increase over the previous quarter.
• Bing experienced a considerable growth when it came to tablet commerce, with an increase in its spending share from having been 10.6 percent, to reach 15.3 percent, year over year.
• There was a total spending on tablet commerce that increased by 135 percent and an increase in smartphone click volume by 86 percent, year over year.