Mobile Share of Organic Traffic

The influence of mobile devices on paid and organic search traffic continues to grow.  According to a new report from RKG conducted between Q2 2012 and Q2 2013, mobile devices (smartphones and tablets) accounted for 26% of organic search traffic in, up from 15% the year before.

Most of that combined organic search traffic (18%) came from iOS devices, fairly evenly split between the iPad and iPhone, as Android devices contributed another 7% of traffic.

While Google has traditionally seen a greater share of mobile traffic than Yahoo, this past quarter saw Yahoo pulling even, with each generating close to 28% of traffic from mobile devices.

Mobile Share of Search

Data represents percent share of organic search visits across the major 3 engines: Google, Yahoo and Bing.

Key Findings

Google paid search spend grew by 18% year-over-year in Q2, while ad clicks increased by 7% and costs-per-click (CPCs) by 10%.

Mobile generated 28% of paid clicks and 22% of spend in Q1. Tablet spending jumped by 165% year-over-year and smartphone spending grew by an even more dramatic 261%, also noted by IgnitionOne.

Mobile generated 31% of Google paid clicks, but only 19% of clicks for Yahoo and Bing Ads.

Smartphone CPCs moved up to 60% of desktop and laptop CPCs, while tablet and PC CPCs were about even.

Smartphone conversion rates were much worse than for traditional computers, leading to an average revenue per click just 22% of PCs.

See the full report at MarketingCharts.

About the Report Data:

Figures are derived from samples of RKG clients who have worked with RKG for each respective marketing channel. Where applicable, the samples are restricted to those clients who 1) have maintained active programs with RKG for at least 19 months, 2) have not significantly changed their strategic objectives or product offerings, and 3) meet a minimum ad spend threshold. All trended figures presented in the report represent the average same-site change over the given time period.

Mobile Statistics
Mobile Share of Organic Traffic
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