Making Science

Mobile Cost-per-Click '39 Per Cent Cheaper than Desktop'

Andy Penfold

Mobile cost-per-click is 39 per cent cheaper than desktop clicks, according to new figures from digital marketing agency Latitude Digital Marketing.

The company has released its Q3 Mobile Search Report, and the figures point towards rapid growth of mobile in 2011. According to the report, mobile ads continue to see higher click-through rates (CTRs) when compared to desktop internet ads - mobile CTRs are 4.8 per cent while desktop CTRs are 3.1 per cent. 

The study also reports that, in Q2 this year, approximately 8 per cent of paid search clicks came from mobile and tablet devices. Tablet visits grew to 1.5 per cent of website visits during Q2, compared to 1 per cent in Q1. 

Alex Hoye, CEO of Latitude, says: "User adoption of mobile and tablet search is consistently growing, thus continuing to give mobile a cost arbitrage. Following these trends, by the end of 2011 we expect to see over 10 per cent of website traffic coming from smartphones and tablets. We at Latitude are staying ahead of the curve by using our Enterprise IQ cross-channel analysis to customise mobile ad campaigns into our clients' overall digital marketing strategies."