JC Lupis | Marketing Charts | Fri, 11 Mar 2016 14:00:23 +0000

Source: AdobeAdobe-US-Paid-Search-Trends-by-Device-Q42014-Q42015-Mar2016

    Notes: Smartphones’ share of US paid search spending rose to 20% in Q4 2015, per Adobe. With an almost 50% year-over-year increase in revenue-per-click in Q4, smartphones also turned in a strong quarter in terms of ROI, with the 31% year-over-year increase in contrast to a relatively flat ROI performance for computers and tablets. Adobe notes that the increase in smartphone transactions led to more competitive bidding from advertisers, with smartphone costs-per-click up 9% year-over-year in Q4.

    The increase in paid search engagement on smartphones comes at the same time as another report showing that email response rates are also growing on mobile devices.

      Related: Advertising Channels With the Largest Purchase Influence on Consumers

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