Marin Software announced its quarterly benchmark report revealing that clicks on mobile devices have overtaken desktop for the first time.
Mobile now accounts for 44.8% of ad impressions, 50% of clicks, 46% of spend and 43% of conversions in the UK.
Search ads on tablets achieved the highest click through rate in Q4 2014. This contrasts with the US and rest of the Eurozone where smartphone ads are more successful at converting sales.
While desktops continue to command the greatest share of conversions, (57% compared to 8.1% via smartphones and 25% via a tablet), the cost per click (CPC) is considerably higher than for a smartphone click.
Share of conversions on smartphones increased 6%
Overall Mobile (smartphone and tablet combined) conversions are also climbing year on year with a 8.9% increase since Q4 2013, in contrast to an 8.3% drop for desktop conversions.