More than one of every three global paid search clicks originated from mobile devices during the 2013 shopping season, according to the Kenshoo 2013 Global Online Retail Seasonal Shopping Report: Early Edition.
Marketers utilizing paid search allocated 66.7 percent more of their budgets to mobile devices in the 2013 shopping season, and the investment certainly paid off. In 2012, only 20.5 percent of total paid search spend went to mobile devices during the shopping season, MediaPost reported.
"Paid search is performing quite well for retailers during the peak shopping season…but Mobile and Product Listing Ads are stealing the show…As consumers show preference for shopping via mobile devices and engaging with richer ad formats," said Aaron Goldman, chief marketing officer for Kenshoo, MediaPost reported.
Overall, retailers grew revenue from search advertising 19.1 percent for the 2013 holiday shopping season. While they spent 34.1 percent more on paid search in 2013 than during the 2012 holiday shopping season, they boosted their click through rates by 12.8 percent and gained 26.9 percent more clicks, according to Kenshoo.
The biggest success story was paid search clicks from tablets, which reached 18.9 percent in 2013, a whopping 141.7 percent increase over the 2012 holiday shopping season. While smartphones captured only 4.1 percent of revenue share in 2013, retailers remain confident in the ability for phones to "ultimately influence and impact purchase decisions," MediaPost reported.
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