- Mobile phones will drive most of the expansion in paid search ad spending, contributing an estimated 69% of the $19 billion in growth by 2022, according to Forrester research on search marketing trends made available to Mobile Marketer. U.S. mobile search users are forecast to grow to 242.8 million in 2022 from 204.4 million last year, or about 3.5% a year.
- Alphabet’s Google faces more competition amid the increase in mobile ad spending. The tech giant’s share of U.S. search ad revenue has fallen from 88% in 2011 to 78% in 2016 as competitors like iOS Spotlight and Amazon emerge. PC search ad spend fell an estimated 4% in 2017, following a 5% decline in 2016.
- The share of U.S. online users who conduct a search at least weekly on a mobile phone has grown from 38% in 2013 to 57% last year, while those who search weekly on a PC has steadied at 80% — a sign of room for more mobile growth, the researcher said.[…]
Source: Mobile Marketer
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