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Adobe researchers have found that mobile traffic is growing much more quickly than expected. Mobile, including both smartphones and tablets, now represents 20% of spend and impressions in paid search — double the amount of traffic from a year ago.
Some of that is due to what Sid Shah, director of business analytics at Adobe, calls the Christmas Effect — when people open up holiday gifts of new tablets. “What’s really interesting,” said Shah, “is that on Christmas Day and Christmas Eve mobile traffic spikes up and remains high for the entire holiday period. We see a very similar trend globally.” By the end of next year, Shah expects mobile devices to account for 30 to 35% of paid search traffic, with a good amount of that growth occurring between Christmas and the end of the year, when new tablets and smartphones are unwrapped.