Juniper Study Predicts Ad Spend on Mobile Web Search Will Reach $12 Billion Annually

A new report from analyst firm Juniper Research forecasts that ad spend on mobile web search will reach $12 billion per annum in five years’ time, three times the ad spend this year. Usage of web search on mobile devices will be driven by continued adoption of high-usage tablets, with the number of these devices in-use reaching 672 million by 2017.

The size of tablet displays makes performing search queries a more comfortable experience than using a smartphone. The fact that these devices are used more at home or work for longer periods also means that users will make more queries per session. Therefore, the report found that tablet users, on average, make around three times as many queries as smartphone owners and 10 times the number made by users of other handsets.

Juniper’s report notes that if poor user experience ultimately prevents consumers from making a purchase, ad spend is wasted; therefore, brands advertising in this space need to ensure their websites are optimized for mobile clicks.

The whitepaper, A World of Search & Discovery! is available to download from the Juniper website, along with further details of the study, Mobile Search & Discovery: Web, Local, AR & Discovery Markets 2012-2017.

About the author

Ali Mierzejewski

Ali Mierzejewski

Ali Mierzejewski is the editor-in-chief at The Toy Insider and The Pop Insider. With more than a decade of industry experience, Ali is a trusted source for parents, gift-givers, manufacturers, retailers, and more on the latest trends and hottest products. Whether you’re shopping for the best toys for kids — or looking for the latest in geek culture and entertainment for yourself — Ali’s expertise has you covered. When she’s not building LEGO sets or unwinding with a puzzle, Ali is obsessing over the latest season of The Bachelor, scrolling through Gritty’s Twitter, or rewatching The West Wing (for the 100th time). She is also a self-proclaimed expert on the history and lore of the entire Bachelor franchise. Ali has been featured on TODAY, The Wendy Williams Show, Yahoo Finance, Fox & Friends, HLN, The Weather Channel, ABC World News Now, and more. You can follow her on Instagram @hashtagtrendy.

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