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BizReport : Mobile Marketing : September 20, 2012

Tablet users conduct 3x more mobile searches than smartphone users

New figures released by Juniper Research reveal that global advertising spend on mobile web search will be three times this year's total investment come 2017, driven by the continued adoption of high-usage tablets.

by Helen Leggatt

8217msearch_report117x153.jpgFour billion dollars will be spent globally on mobile web search advertising this year. In 2017 that figure is predicted to reach $12 billion, according to Juniper Research.

Tablets, or high-usage tablets as Juniper refers to them, will be behind the growth. Their larger screen size makes it easier for searches to be conducted, coupled with the fact that tablets are used for longer periods at a time at home or at work.

The report also reveals that tablet users on average make around three times as many queries as smartphone owners, and ten times the number made by users of other handsets.

Juniper estimates the number of high-usage tablets in use by 2017 will be 672 million.

According to Juniper's latest "Mobile Search and Discovery" report, "While search engine providers will reap the rewards of booming mobile web search usage, brands advertising in this space need to ensure their websites are optimized for mobile clicks. Juniper's report notes that if poor user experience ultimately prevent consumers from going on to make a purchase, ad spend is wasted."

Tags: advertising, mobile device, mobile search, mobile web, search advertising, tablet usage

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