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Mobile optimization from retailers set to be rewarded

Rachel Wheeler Archive
Retailers have again been reminded of the need to optimize their websites for mobile use.

According to research from search engine marketing firm Performics, 17.3 per cent of all paid search clicks this December will come from mobile devices, such as smartphones or tablets.

This represents a significant rise from the figure of 9.5 per cent observed in December 2010 and a noticeable increase from the 14.2 per cent recorded in September 2011.

James Beveridge, senior analyst at Performics, says that mobile click share usually falls off in November, as the holiday season begins with people heading to their desktop PCs to go online.

However, tablet usage looks set to change the way content is accessed this festive period.

"The wild card this year will be increased tablet usage … For advertisers, now's the time to prepare your holiday paid search campaigns for the upcoming mobile rush," Mr Beveridge added.

Earlier this month, retailer Urban Outfitters revealed that it had increased click sales by offering product recommendations on its website.

Posted by Richard Jones