More consumers using mobiles for search ads

11 April 2012

Mobile phones and tablet computers are taking an increasing share of search advertising, new research showed today, just as Apple announced it sold a record 18.65 iPhones in the last quarter.

Digital marketing agency Latitude says around one in every 15 paid-search clicks now comes from mobiles as consumers increasingly use phones as well as computers to search for information.

"Mobile ads continue to see significantly higher click-through-rates than desktop, rising to 4.9% in March compared to 3.3% for desktop," said Latitude.

Games, car and retail firms are also receiving a greater proportion of mobile searches than other sectors.

In addition there is a growing trend for mobile ads that allow users to buy an app from a brand or make a phone call to the advertiser with one click.

The research comes amid a row about how Apple's new iPhone has location technology that records every movement that a user's phone makes.

Experts discovered location data is automatically transferred to a laptop when it is linked up to an iPhone.

Apple saw its profits rocket 95% to $6 billion (£3.62 billion) in the three months to March. Revenues jumped to $24.6 billion.

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