Reports released by Econsultancy for the second and third quarter of 2010 show that Google has clearly overtaken Bing as far as mobile search is concerned. SMEs were found to be most likely to benefit from developments in mobile search.
Paid search traffic on Google Mobile is about 4% of the total PPC traffic, and that is almost double the market share that Bing enjoys. Also, it was found that mobile search in general has increased 247% compared to the previous year, while desktop search has actually gone down by 15%.
Click through rates for mobile search average around 1.32% whereas for desktop search the average is closer to 1.1%. This fact alone should be an eye opener to small and medium-sized business owners who find it increasingly difficult to drive traffic through regular PPC search ads due to rising costs per click.
Moreover, mobile search is popular for localised search queries. Local stores, service providers and small business owners focusing on a local area can take advantage of mobile search to improve their business much more so than large, nationalised businesses can.
Finally, the investment that SMEs may have to make in mobile advertising in the form of click-to-call and expandable map ads is more likely to pay rich dividends, making the overall value proposition for mobile much more compelloing.