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Tablets Pull Ahead of Pack in Strong Q4 2012 for Paid Search Advertising

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Spending growth on paid search website adverts for tablets doubled that of smart phones in the fourth quarter of 2012 compared to a year ago as mobile devices as a whole grew to 18% of search budgets in the USA.

A report by IgnitionOne also revealed the Yahoo! Bing Network as a strong performer achieving their highest market share since the beginning of 2009 (24%). Total paid search spending grew at 19% YoY, representing a continued acceleration from last quarter, closing out a strong quarter.

2012 ends with a strong Q4 for search - Ending with a robust holiday shopping season, U.S. search saw advertising spend up 19% YoY in Q4. The fourth quarter also saw YoY increases in impressions (19%), and clicks (6%).

Tablet search breaks away from smartphones as mobile devices continue to explode - U.S. YoY search ad impressions for tablets are up 212% compared to smartphones' increase of 20%. Spend for tablets is also double that of smartphones with increases of 163% vs 87%. Mobile devices now account for 18% of total search budgets.

"Tablets have become a very important device for advertisers, especially retailers," said Roger Barnette, President of IgnitionOne. "Smart marketers took advantage of the high level of engagement on these devices during the critical Q4 shopping season and we will continue to see budget shifts to mobile campaigns in the new year."

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Tags: USA