One in Seven Search Queries Now Conducted Through Mobile

Latitude Digital Marketing today releases its Q3 Mobile Report emphasising the rapid growth of mobile web users in 2011. Nearly one in seven of all search queries are now conducted via mobile, which is an 8% increase from 2010 when approximately one in every 15 search queries came from mobile.

Smartphones are now responsible for 7% of all paid clicks, with 3% of all paid clicks coming from Tablets. The arbitrage opportunities from mobile search continue in many sectors, as Q3 Mobile CPCs averaging on 23% cheaper than desktop and Tablet CPCs 13% cheaper than desktop.

These findings come as Q4 is expected to see a record number of transactions for mobile retailers. Growth in consumer confidence combined with a growing user base suggests this Christmas will smash m-commerce records for prepared retailers. The continuing increase in Tablet visits appears to be driven by Apples iPad products, with Tablet visits reaching a plateau at the start of the year, and then sustained growth following the March iPad2 release.

Alex Hoye, CEO of Latitude, said of the findings: "With the number of UK mobile webs users anticipated to reach 30 million in 2012, what we are seeing in Q3 is merely just a sign of things to come. User adoption of mobile search is exceeding advertiser's adoption of the channel, giving those targeting mobile a cost advantage. We at Latitude are staying ahead of the curve by using our integrated intelligence approach to customise mobile search campaigns into our clients' overall digital marketing strategies."