Chart - US Paid Search Metrics By Device, Q2 2012

Despite having lower cost per click (CPC) rates than PCs, tablets offered a 68% higher ROI than PCs for US search advertisers in Q2, based on 20% higher conversion rates, according to a July 2012 report from Adobe. Overall, search spend increased on a year-over-year basis for PCs, tablets, and smartphones, with smartphones offering a slightly higher ROI than PCs. In Q2, for financial services advertisers, conversion rates for tablets were 22% higher than for PCs, while for retail campaigns, they were 19% higher. Smartphone conversion rates were 38% and 43% lower than for PCs, respectively.

When it comes to ROI, tablets scored 55% higher than PCs for financial services advertisers, and 73% higher for retail campaigns. While paid search ROI was 12% lower for smartphones than PCs for the financial services sector, it was 16% higher for the retail sector. Read the rest at MarketingCharts.