According to a recent report, around 5% of paid search spending is now in the mobile space and Google is the big winner!
The Macquarie Group also reports that the budget for mobile search spending could double to 10% (around $1.1 billion) by the end of 2011 if the current mobile search spending keeps increasing at the given pace and not surprisingly, Google would own most of this money.
The graph below highlights where analysts predict mobile search spending is headed.
Just like Google has been dominating the search share market in the US with 98% marketing share, the majority (97%) of mobile search spend goes to Google, with Bing and Yahoo getting meager parts of the remaining 3.2 percent.
This report also confirms Google CEO Eric Schmidt’s recent statement at an IAB event in Florida where he said “mobile is growing faster than expected and blowing all of his company’s internal projections out of the water”. About 15% of the total search volume for all of Google’s search categories comes from mobile searches.
It’s not all good news for mobile search advertisers though. The data from the report highlights higher a Cost per Click (CPC) and lower Click Through Rate (CTR) for mobile search campaigns. Mobile searches have a 13% higher CPC and 30% lower CTR than traditional paid search campaigns.
What’s interesting to note is the significant influence Apple has over Google’s mobile search success. Google dominates (around 95%) all the searches originating from the iPhone however 50% of these searches come from the toolbar (at the bottom of your iPhone main screen), 42% from Google’s homepage and less than 10% from Google’s app. Imagine if Bing or Yahoo! were to become the default search engine for the iPhone… Google’s share would be significantly impacted.