A new report from Juniper Research forecasts that ad spend on mobile web search will reach $12 billion per annum in five years’ time, which is three times the ad spend in 2012. According to the research company, tablets will drive this growth, with the number of these devices in-use reaching 672 million by 2017.
The size of tablet displays makes performing search queries a more comfortable experience, while the fact that these devices are used more in the home or at work for longer periods also means that users will make more queries per session.
To take advantage of this, brands need to make sure their websites are optimized for mobile clicks as poor user experience ultimately prevent consumers from going on to make a purchase. Amazon and Marks & Spencer are among the few brands that have got this right, while many others need further optimization to maximize the increasing opportunity from tablets.
Some other findings from the report include:
- Mobile search and discovery market will generate $15 billion by 2017, driven by high-value clicks.
- Augmented reality search is increasingly being deployed as an add-on feature, rather than a stand-alone product.
- Adoption of discovery services for apps is driven by the high number of applications on leading storefronts, but faces challenge from big brands such as Apple and Facebook.
And you can get additional information about the report from Juniper’s website.