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Search is getting more mobile around the world—along with the rest of the digital advertising ecosystem. And by two significant metrics of the paid search ad market, Australia appears to be ahead of the US and edging out the UK: spending and clicks.
Data from Kenshoo based on more than 400 billion impressions, 5.5 billion clicks and $3.5 billion in advertiser spending indicates that 44% of paid search ad clicks in Australia came from mobile devices, vs. 39% in the UK and 36% in the US.
Mobile also took a greater share of paid search spending Down Under, at 37%, vs. 32% in the US. Mobile spending was slightly higher in the UK, at 38%.
Kenshoo's analysis looked at spending and click patterns over five quarters, and throughout that period mobile has accounted for a growing share of search spending and clicks in all three countries studied. But Australia started out ahead and has largely remained in first place.
eMarketer estimates that total mobile ad spending in Australia will reach $909.4 million this year, and grow a further 60% in 2015. We estimate the country boasts 14.7 million mobile phone internet users in 2014, or 65.5% of the total population.
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