eMarketer estimates that 129.9 million US consumers—40.7% of the US population—will use a mobile phone to search the internet at least once per month in 2014. A new eMarketer report, “Mobile Search Trends: Dominating SERPs While Venturing into Apps and Anticipatory Search,” analyzes how a mobile phone search population nearly 16% bigger than the mobile Facebook population makes it critical for marketers to move beyond the test-and-learn phase of mobile search.
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Research indicates the mobile tipping point for search marketing will occur in 2015. Mobile will come to dominate nearly all key search metrics—share of organic traffic, paid clicks and search ad spending. Return on investment (ROI) is the one exception. Mobile is gaining ground in this area, but not as quickly as many marketers would like. Read the rest at eMarketer.