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.