Search ad spending bolstered by two-thirds of US population using smartphones to search

Around two-thirds of the US population are expected to use their smartphones in 2020 to conduct online searches.

According to new data by eMarketer, 85.4% of US Internet users or 242.5 million people in the country search online each month.

By the end of 2020, this is expected to rise to 85.6% or 246.4 million.

A vast majority of these searches are happening on mobile phones. In 2019, around 64% of the population searched online using their smartphones. The findings reveal just how important our mobile devices have become in our day-to-day activities.

eMarketer’s estimates aren’t far off from those by Kenshoo, a marketing tech provider, which reported that over 70% of clients’ search ad impressions and clicks happened on smartphones.

Meanwhile, lower prices for mobile search ads have boosted mobile’s share of ad spend to the 50% mark during the second quarter of 2019.

Similarly, Merle found that 69% of search ad clicks came from smartphones in Q3 2019 whilst those from tablets stagnated.

Paid search ads on mobile devices accounted for just 41% of search ad spend in Q3 2019.

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