Mobile search to reach 22% of digital spending in 2012

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Sunnyvale, Calif.—Marketer expenditures on mobile search will reach as much as 22% of all online ad spending by the end of 2012, according to a report from search marketing technology company Efficient Frontier. The study also found that tablet usage now accounts for half of all clicks on mobile devices. Conversion rates on tablets are now comparable to those of desktop search, although search ROI on tablets is half of that on desktop machines, according to the study. The Efficient Frontier report was based on an index built on data from Efficient Frontier's search engine marketing customers, representing more than 3 billion monthly impressions.
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