San Francisco—IPad and other tablet users tend to click on paid search ads at a higher rate than desktop or smartphone users, according to a new report from Marin Software.
According to the company's “Paid Search Quarterly Benchmarking Report,”
the pay-per-click search click-through rate on tablets is 37% higher than the rates on desktop computers. Also, the average cost-per click for ads served to tablets was 29% lower than desktops, the study found.
The Marin report was based on an index of more than 1,000 advertisers and agencies that spend more than $1 million annually on paid-search, social and display.