Content Marketing Blog

Australia sees 500% increase in clicks on mobile ads [STUDY]

The growing importance of mobile has been further highlighted by a recent study showing a massive increase in clicks on mobile ads over the past four years.

Roy Morgan Research revealed that 378,000 Australians said they had clicked on a mobile ad in the past four weeks. That compares to 60,000 in 2011.

Clicks on tablets, which had not reached popular adoption in 2011, came in at 265,000.

Overall, 1.6 million Australians clicked an ad during the four-week period. The vast majority of ads were clicked using a PC or laptop, but the non-mobile proportion was down from 94% in 2011 to 79%  in this year’s study.

There was also significant crossover between the different devices. The study found that 30% of people who clicked an ad on a tablet had also clicked an ad on a mobile phone. Similarly, 20% of mobile ad clickers had clicked a tablet ad.

“Around 1 in 12 Australians now click one or more online ads during an average four weeks – with around a fifth of them doing so across multiple devices,” said Tim Martin, general manager of media at Roy Morgan Research. “As the total reach of digital advertising increases, so too does the overlap across computers, mobile phones and tablets.”

A particularly interesting element of the research for marketers was the demographic split. Users between 14 and 24 were more likely to notice ads but less likely to click on them. Older demographics were more willing to click on ads across all three device categories.

Mobile now much more important for search

Faster networks and more sophisticated devices are encouraging people to spend more and more time on their tablets and smartphones.

According to StatCounter, 94% of browsing activity in Australia was on a desktop in 2011. The recent figure for 2015 has desktops on 63%, mobiles on 25% and tablets on 12%.

For content marketers, this shift presents both a challenge and an opportunity. Website owners need to be aware of the growing importance of their mobile presence. The content they create and how they present and promote that content must have mobile front and centre.

Google has been pushing mobile for some time. Earlier this year, the search company, which enjoys a virtual monopoly in Australia and New Zealand, rolled out an algorithm update to favour sites that provided a good user experience on mobile devices.

The mobile-friendly update was billed as bigger than Panda and Penguin. It demoted sites that failed Google’s mobile-friendly test, making it much less likely that sites that hadn’t been mobile optimised would be found.

Many website owners make the mistake of believing mobile traffic is less of a priority because of the nature of their business, but mobile visitors offer a lot more than just a quick conversion for B2C brands with a fancy app.

Users are increasingly turning to their mobile devices to research as well as convert, which means whatever industry you operate in, you’re likely to see the share of your visitors using mobile devices steadily increasing.

Failing to optimise for mobile will undermine your chance to make a positive first impression and could even result in your site getting pushed down the search results by your competitors.

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Adam Barber
Adam Barber About the author

Adam is one of Castleford's founders and remains actively involved in the day-to-day running of the business. He started out as a writer and still contributes regularly to our blog, covering SEO, CRO, social media and digital strategy.

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