In a year punctuated by mobile-related milestones, one in particular stands out. 2015 will see mobile search reach the tipping point—the stage at which the majority of spend, organic traffic and paid clicks comes from smartphones and tablets, surpassing traditional desktop/laptop search activity, according to a new eMarketer report, “Key Digital Trends for 2015: What’s in Store—and Not in Store—for the Coming Year.”
For marketers, there is an important caveat: Return on investment (ROI) has not reached a similar tipping point. ROI on mobile search is improving, but it will continue to trail desktop search ROI next year—and further into the future, until mobile performance measurement, particularly in relation to the impact on sales in physical stores, gets more precise.
But the ubiquity of smartphones, and consumers’ growing use of phones in almost every waking moment of the day, means that search will be more mobile than desktop next year. The importance of search in the digital experience makes this a trend that bears watching.