Nearly one in seven of all search queries is now conducted via mobile, compared to just one in 15 in 2010, according to the Q3 Mobile Report from Latitude Digital Marketing.

The report also reveals that smartphones are now responsible for 7 per cent of all paid clicks, with 3 per cent of all paid clicks coming from tablets.  The arbitrage opportunities from mobile search continue in many sectors, with Q3 Mobile CPCs (cost-per-click rates) averaging out at 23 per cent cheaper than desktop, while tablet CPCs were 13 per cent cheaper than desktop.

The findings come with Q4 poised to see a record number of transactions for mobile retailers. Growth in consumer confidence, combined with a growing user base suggests that this Christmas will smash mCommerce records for prepared retailers. The continuing increase in tablet visits appears to be driven by Apple’s iPad products, with tablet visits reaching a plateau at the start of the year, and then sustained growth following the March iPad2 release.

“With the number of UK mobile webs users anticipated to reach 30m in 2012, what we are seeing in Q3 is merely just a sign of things to come,” says Latitude CEO, Alex Hoye. “User adoption of mobile search is exceeding advertisers’ 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.”