Scales Tip: Over Half Of Search Spend Will Go To Mobile In 2015

Just over half (50.1 percent) of spending on paid search ads and SEO efforts will go to mobile starting next year, according to research firm, eMarketer. The scales will continue to tip quickly in mobile’s favor in the coming years, with 76.7 percent of US search spend going to mobile by 2018. Last year, eMarketer […]

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mobile-smartphone-ss-1920Just over half (50.1 percent) of spending on paid search ads and SEO efforts will go to mobile starting next year, according to research firm, eMarketer. The scales will continue to tip quickly in mobile’s favor in the coming years, with 76.7 percent of US search spend going to mobile by 2018.

Mobile Search Paid Search To Surpass Desktop In 2015

Last year, eMarketer estimates that less than a quarter (24.7 percent) of US search dollars went to mobile, which in this study include tablets and smartphones.

The shift is a result of the ubiquity of smartphones and swiftly changing behaviors. As a result “search will be more mobile than desktop next year the study finds.

Despite the shift in spending, ROI on mobile, while improving, is not yet keeping pace. EMarketer predicts mobile ROI will continue to trail desktop next year and beyond until tracking and attribution become more precise and allow marketers to close the loop between mobile search activity and online and, in particular, offline sales.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


About the author

Ginny Marvin
Contributor
Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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