Marin Software: Holiday Shopping Weekend Sees Dramatic Increase in Mobile Use, but Not At the Expense of Desktop or Tablet Devices
Retail search data analysis shows the continuing and crucial interplay of mobile, desktop, and tablet
SAN FRANCISCO, CA December 8, 2015 — Marin Software Incorporated (NYSE: MRIN), provider of a leading cross-channel, cross-device performance advertising cloud for advertisers and agencies, today released its post-Black Friday and Cyber Monday data analysis for retail clients. The findings show that although smartphone shopping and ad spend grew much faster than other devices, this growth did not detract from desktops and tablets, with clicks and spend increasing across all devices.
Looking at year-over-year (YoY) performance marketing trends based on the Marin Global Online Advertising Index, Marin identified several key insights for paid search:
- Between Black Friday and Cyber Monday, smartphone clicks grew by 87% YoY, almost equaling desktop clicks. This reflects a dramatic increase compared to 2014, when smartphone clicks accounted for only 28% of all clicks.
- Clicks grew across smartphones, tablets, and desktops, with the large increase in smartphone click share being attributed to growing smartphone adoption. The increase in tablet and desktop clicks YoY shows that people are using their smartphones in addition to desktop and tablet devices, not instead of them.
- Marin saw similar trends across spend, with the ad spend share for mobile growing by 66% YoY.
- Overall ad spend for mobile was up 101% with spend doubling on both Google and Bing YoY.
- Cyber Monday beat Black Friday in terms of clicks and ad spend for both 2014 and 2015 with cost per click (CPC) prices markedly higher than any other day over the weekend.
“Digital marketers are well aware that Cyber Monday is now just as important, if not more so, than Black Friday, and that mobile continues to be big news,” said John McNulty, Vice President of Global Marketing at Marin Software. “What they should also be aware of is how important it is to target users across all devices. Our data clearly indicate that despite the ever increasing importance of mobile as part of the decision making process, desktop and tablet devices aren’t going anywhere any time soon.”