Tablets and smartphones with bigger and bigger screens are taking their toll on desktop search apparently. According to an eMarketer article this week, advertiser spend on mobile search is skyrocketing, while desktop search is contracting.
Of course this reinforces a message we and others keep delivering. SMBs need to be equipped with websites that are mobile optimized and responsive. If SMBs don’t catch up, they will find themselves increasingly out of sync with consumers. This means less engagement, fewer new business leads and, ultimately, less money in the till for SMBs.
So what exactly is eMarketer predicting? In 2014, the research firm expects desktop search revenue to fall by $1.4 billion, or 9.4 percent. Mobile search revenue on the other hand will climb by 82.3 percent.
Google’s numbers have a big influence on these figures. In 2013, Google reports generating 76.4 percent of its revenues from desktop search. This year that will slip to 66.3 percent.
Don’t feel sorry for Google. The search giant will gain more from the growth in mobile than it will lose from the desktop decline. In 2014 eMarketer expects Google to lose $770 million in desktop search revenue, and gain $1.8 billion in mobile search revenue.
Google has been ahead of this curve with its product strategy, launching Google Enchanced Campaigns, for example, which optimize results for mobile search.
- Marketing Buzz