A new report from Marin Software, Inc. indicates that tablets and smartphones accounted for 10% of all paid-search ad clicks in the U.S. in 4Q 2011 -- double the amount in 3Q 2011. Search ads also accounted for the highest of all click-through rates.
The ratio of clicks to the number of times the ad appears (CTR) for the quarter was 1.31% on tablets and 1.25% on smartphones, whereas it was only 0.95% on desktop computers. However, tablets and smartphones together accounted for only 7% of impressions on search ads, with 93% taken by PCs.
Marin reportedly based its research on its Marin Global Search Index, which includes more than 1,000 advertisers and agencies that collectively invest more than $2.7 billion annually in paid search. Marin offers an online advertising management platform to brands and agencies.