Mobile's share of paid search clicks in the UK jumped from 24 per cent at the start of 2013 to represent 43 per cent by December.
Reflecting this, mobile search ad spend has grown from 22 per cent to 35 per cent of paid search.
Marin's annual Mobile Search Advertising around the Globe report found that cost-per-click (CPC) has gone up in the UK, with average CPCs on smartphones rising 26 per cent to £0.19. Growth of average tablet CPC has slowed, but is still up 11 per cent to £0.31. But smartphone conversions remain lower than on other devices, at 2.79 per cent, compared to tablets at 4.60 per cent and desktop at 6.09 per cent.
“As advertisers battle for consumer wallet-share, their mobile strategies will need to become even more sophisticated to ensure they are optimising spend effectively in a world where the cost of mobile advertising is rising due to its popularity and effectiveness," said Jon Myers, VP and MD EMEA at Marin Software. Referring to attempts by the likes of Google and Facebook to improve search targeting, he added: "For the first time, this year search marketers will be able to access audience data as well as contextual data like weather patterns to help them creatively address these challenges.”
The Eurozone lags behind the UK in terms of click growth, where smartphones and tablets accounted for 20 per cent of paid search clicks at the end of last year. Click-through rates (CTRs) in the UK on mobile are also higher than in the EU, at 5.71 per cent compared to 3.83 per cent.
Marin predicts that mobile will account for 50 per cent of all paid search clicks across the world by the end of 2015.
Read Marin’s full report here.