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Mobile CTR rates higher than those for desktops
Sunday July 24,2011 : CTR rates higher than those for desktops
Latitude Digital Marketing has released its latest quarterly mobile search report, revealing that mobile advertisements continue to see ‘significantly higher’ click-through rates (CTR) than those for desktop.
The London-based digital marketing agency reports that mobile adverts achieved average CTR of 4.8 percent compared to 3.1 percent for desktop over its third quarter, and that approximately eight percent of paid search clicks came from mobile and tablet devices during its second quarter.
Price differences between mobile and desktop searches continue in many sectors, with the average mobile cost per click 39 percent cheaper than those for desktops.
The growth in tablet usage is another major trend following the release of the iPad2 in March, which made an immediate impact on visit volumes, with tablet visits represented 1.5 percent of website visits on average during Latitude’s second quarter compared with one percent only three months previous.
“User adoption of mobile and tablet search is consistently growing, thus continuing to give mobile a cost arbitrage,” said Alex Hoye, chief executive for Latitude. “Following these trends, by the end of 2011 we expect to see over ten percent of website traffic coming from smartphones and tablets.”
The mobile gambling sector has seen a ‘dramatic lift’ in click volumes, the digital marketing agency reports, noting a rise to 12 percent in May from 9 percent in the first three months of 2011.
“The reason for this increase might be attributed to sportsbetting activity around major televised events and there is certainly a correlation between offline media and mobile web search volumes,” Hoye points out.
“We know that one-third of smartphone owners multi-screen by using mobile web specifically while watching television. A huge 72 percent of smartphone owners use mobile web while consuming some other media format whether television, radio or newspapers.
"With lots of media buzz surrounding the final games of the football season plus high-profile televised events in horseracing and boxing, it is quite likely that media coverage around the second quarter sports calendar has contributed to the increase in clicks from mobile devices.”
Latitude opines that it is ‘critical’ for gambling operators to optimise marketing tactics in order to accommodate mobile user behaviour by using mobile optimised websites featuring up-to-the minute content relevant to sporting events, while television or press advertisements should include mobile-specific calls to action.
Danske Spil Bingo Moves to Microgaming -
The national lottery of Denmark, Danske Spil, is live on the Microgaming Bingo Network. Danske Spil, the Danish national lottery, is live on the Microgaming Bingo Network following a change to its licence conditions.
Quickfire live on Strendus -
Quickfire powered by Microgaming is extending its reach in the LatAm region with the signing of Strendus. Strendus is the online division of Logrand Entertainment Group. The group comprises several companies that operate gaming and entertainment establishments in Mexico, running 14 land-based casinos in total.
Quickfire content live on BetatHome -
Online gaming and sports betting company bet-at-home was founded in 1999. Today the company has 4.8 million registered customers around the world, offering sports betting, casino, live casino, Vegas games, poker and virtual sports.
Microgaming has donated £30,000 between four charities -
Gift of Giving provides Microgamingís customers the opportunity to vote for one of several charities in their region. In lieu of Christmas gifts, £30,000 is split equally between four global regions: Isle of Man, UK and Europe, Africa, and Rest of the World.
Entertainment Betting Odds: 90th Academy Awards -
The Shape of Water leads Sundayís 90th Academy Awards (8 PM ET, ABC) with 13 Oscar nominations, but when it comes to Best Picture, this highly-acclaimed film is a +140 second-favorite behind Three Billboards Outside Ebbing, Missouri at Ė115.
Fair Play Bets and QuickFire in Deal -
Fair Play Bets enjoys an unrivalled reputation for an outstanding player experience, with secure deposits and withdrawals, surprising casino bonuses and committed customer support. Fair Play Bets is licensed in UK, Malta and Curacao.
Cavaliers Aim to Take Down Wizards on 2/22/18 -
The Cleveland Cavaliers have looked like a different team since making their moves at the trade deadline. The Washington Wizards are up next for the Cavaliers, who will be at home after the All-Star break.
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