By Marc Purtell | Director, SEO
The growing use of mobile devices is nothing new or surprising, but what may be a bit of a surprise is the extent to which search behavior is moving away from desktop devices. Currently, one out of every three minutes spent online is on a mobile device.
What also may come as a surprise is how quickly mobile search volume is expected to surpass desktop. By 2015, mobile search volume is expected to slightly exceed desktop and by 2016 it will be approximately 30% higher. The clock is ticking for digital marketers who have not begun to plan their activity for this new landscape.
Marketers are already recognizing this tremendous shift in behavior and adjusting their spend accordingly. In 2012, mobile search ad spending hit an all-time high of $1.99 billion. More importantly, although the 2012 spend was much higher than ever before, it is projected to grow another 80% in 2013 topping $3.59 billion according to eMarketer.
Despite the shift in spend now being allocated to mobile advertising, there is still opportunity given that only 58% of advertisers are utilizing mobile paid search compared to the 78% of advertisers who use paid search in total. (more…)