Report finds 15.1% of paid search clicks coming from mobile devices in Britain

The UK is one of the global frontrunners in mobile search according to a new study, ranking just below Japan and Australia.

Britain ranked with 15.1% of paid search clicks in December coming from mobile devices, leaving it second only to Japan in first place, and Australia in second, according to research carried out by Marin Software, provider of an online advertising management platform for advertisers and agencies.

However, the Eurozone showed strong growth in 2011, with share of mobile paid search clicks growing 177% over 12 months, from 2.1% in January 2011, to 5.8% in December 2011.

The report reveals UK mobile search went from strength to strength in 2011, with search’s share of paid clicks from mobile increasing by 180% from January to December 2011.

It also shows advertisers have started to acknowledge the vast growth in smartphone and tablet adoption, after the share of search budget for mobile grew by 191% (from 3.2% to 9.3%) throughout 2011. However, the percentage share of mobile clicks is still higher than spend at 15.1%, so there is room for budgets to increase further.

Further encouragement was found for advertisers in mobile search as cost-per-clicks (CPCs) on mobiles and tablets were found to be significantly lower than those on desktops. The average cost-per-click on a smartphone is roughly half that of a corresponding desktop click, while a tablet cost-per-click is just more than two-thirds the cost of a desktop click.