Mobile search to contribute 22 percent of total online search advertising in 2012?

Over the years, analysts have been predicting the future of mobile search advertisements. A new data from Efficient Frontier and a stock analyst Ben Schachter states that compared to last year, search advertising dollars have increased by 2.7 times, further expected to grow between 16 percent and 22 percent of the total advertising spending by the end of next year.

Mobile search adv spending (Image Credit: Efficient Frontier data, Macquarie)

The new report (based on Efficient Frontier’s clients) highlights that search advertising dollars contributed by mobile search accounts to 6.5 percent, which increased 2.7 times compared to last year. The increasing number of tablets adds to mobile search and accounts to half of the click share on mobile devices. Return of Investment (ROI) for mobile device has increased this year. However, the figure is still less than half of the good ol’ desktop search. 

“A_fter years of false predictions, it looks like 2012 really will be the year of mobile,” said David Karnstedt, CEO of Efficient Frontier. “We are seeing incredible demand from our client base for mobile search advertising and today’s report demonstrates the strides mobile has made led in part by incredible rates in tablet adoption._”

The study also puts forth consumer usage patterns for desktop, mobile phones and tablets. All three devices show increased usage in the morning by 8 a.m. However, in the evening, mobile phone usage peaks at 7 p.m. followed by desktop at 8 p.m. and finally tablets at 10 p.m. Obviously, it is due to the work pattern that majority of users follow.