Mobile phones and tablets now account for 31 per cent of UK paid search spend and 31 per cent of clicks, according to a quarterly paid search study from predictive media optimisation tech firm, Kenshoo. Paid search CPC (cost-per-click) for mobile phones has steadily risen to the point where it is now the same as tablet devices at €0.34. (£0.28).

The company says the figure indicates the increased competition for mobile phone clicks and the greater value that marketers place on reaching consumers on the move.

Digital marketers in EMEA generated the highest click-through rate (CTR) on record for the region in the first quarter of 2014, up 29 per cent year-on-year (YoY) to 2 per cent. Paid search revenue rose 6 per cent YoY with spend up 2 per cent.

“The rise in CTRs in EMEA underlines the strength of paid search for marketers in the region. It’s down to the fact that marketers are getting more sophisticated in their use of the paid search advertising, tailoring their messaging to engage and captivate consumers,” said Rob Coyne, managing director, EMEA, for Kenshoo.

At a country level, the data shows that Germany is currently an enviable location for paid search marketers, with (CPC) rates now among the lowest in the region at €0.28 and a higher CTR, 2.8 per cent, than either France or the UK. CPC in France is €0.34, while in the UK, it’s €0.38. Finland has the highest CPCs at €0.84.

There’s an infographic detailing these and other results here.