Mobile search including organic traffic and paid clicks from mobile devices is likely to surpass desktop search spending in the US.
A report titled Key Digital Trends for 2015 by eMarketer revealed that searches will be more mobile than desktop in the coming year.
Though search spending on mobile, which includes smartphones and tablets, is expected to increase, while Return on investment (ROI) is still going to be dominated by desktops, the report cited.
The report claimed that ROI through mobile devices are improving, and it is expected to reach the same level as that of desktop next year and further.
The situation is expected to be same until measuring performance on mobile improves, especially when it comes to impact on sales in physical stores.
Previously, eMarketer estimated less than a quarter of search spends on mobile devices, but now it estimates that by 2018, 76.7% of search spending will be through mobile devices.
