IgnitionOne’s new Quarterly Online Advertising report reveals that tablet users spent 30% more time on site and had 20% higher engagement than PC users. This engagement was even higher within the retail vertical, proving the value of reaching this audience.
In the third quarter of 2013, U.S. mobile and tablet search grew to 16.3% from 14% of total search budgets and had a year-over-year (YoY) increase in spend of 167.5%. Total paid search spending grew at 17.8% YoY, representing a slight acceleration compared to the last quarter.
Additional findings include:
Mobile and tablet advertising grows as percentage of spend – U.S. Mobile grew to 16.3% from 14% of total search budgets though with a YoY increase in spend of 167.5%. This represents a deceleration from the massive growth rates experienced in the first half of the year.
Yahoo! Bing Network spending continues to accelerate in US – Google CPCs grew YoY for the first time in 2012 (up 7.7%) but Yahoo! Bing saw CPCs increase at nearly triple this at 26.1% YoY.
U.S. search growth up almost 18% YoY – While growth was flat quarter-over-quarter (QoQ), paid search spend in Q3 was up 17.8% compared to the previous year. Growth was tempered by a weaker than expected back-to-school season in retail and the continued general weakness in the macro-economy.
Tablet users are most engaged users – Compared to PC users, tablet users spent 30% more time on-site and had 20% higher Engagement Scores (proprietary user-level scoring metric).
This report is the latest in a series of IgnitionOne white papers reviewing trends across the online advertising landscape. Previous whitepapers and quarterly reports can be downloaded here.