Smartphones have grown to represent half of all paid search clicks during Q4 2017, according to Merkle’s latest quarterly Digital Marketing Report, covering client activity. While smartphones passed that mark on Google a year earlier, they’ve yet to have the same impact on Yahoo and Bing, dragging down their cross-platform average.
For the quarter, smartphones represented:
- 55% of Google search ad clicks (up from 54% in Q3);
- 24% of search ad clicks on Yahoo Gemini (up from 21% in Q3); and
- 14% of search ad clicks on Bing (up from 12% in Q3).
Smartphones’ 50% share of search ad clicks is an impressive result considering that these devices accounted for just 29% of search ad spending during the quarter.
Meanwhile, tablets’ influence in the paid search space continues to drop. In Q4, tablets accounted for just 8% of search ad clicks and an equal 8% of search ad spending. That’s down from close to one-fifth of clicks in early 2014. Read the rest at MarketingCharts.com.