Tablets Poised to Become a Key Driver of e-Commerce


Consumer Purchasing on Tablets Fueling Rapid Growth for Search Ads; Conversion Rates Set to Eclipse Those on Desktop Computers

SAN FRANCISCO, CA, Feb 12, 2013 (MARKETWIRE via COMTEX) -- Tablets are fast becoming an e-commerce powerhouse. According to a report released today by Marin Software, provider of a leading revenue acquisition management platform for advertisers and agencies, tablets will drive 20% of Google's paid search ad clicks in the US by December 2013, up from 10.7% in December 2012. Fueled by consumers' increasing use of tablets to make purchases and research goods and services online, Marin predicts the conversion rate of search ads originating from tablets will eclipse those of desktops before year end.

News Facts:

        --  Consumer adoption of tablets is driving growth in paid search clicks.
            During 2012, Marin Software found the share of overall paid search
            clicks served by Google on tablets increased from 6% to 10.7%. Marin
            projects by the end of 2013 that tablets' share of paid search clicks
            will nearly double, accounting for 20% of Google's US paid-search ads
        --  Consumers are increasingly turning to tablet devices to research goods
            and services, and make purchases online. Marin Software's report
            indicates conversion rates on search clicks originating from tablets
            increased dramatically in 2012 -- rising 31% -- while the conversion
            rate on smartphones increased just 9% and desktops just 7%. By
            December 2013, Marin estimates that conversion rates from tablet ads
            will surpass those of desktop ads.
        --  In addition to rising conversion rates, Marin Software found tablet
            ads have favorable performance characteristics relative to desktop
            ads. Marin's data indicates click-through rates (CTR) for search ads
            on tablets were 37% higher than ads placed on desktop searches, and
            the average CPC for paid-search ads on tablets was 17% lower than that
            of desktops in 2012.
        --  Favorable performance characteristics of tablet ads coupled with high
            consumer adoption are driving advertiser investment and rising
            costs-per-click. Marin found that the share of search ad spend
            directed towards tablets grew from 4.8% to 10% in 2012 with spend on
            tablets eclipsing smartphones for the first time in Q4 2012. According
            to Marin, the CPC of tablet search ads increased 25% in 2012, and
            Marin predicts tablet CPC will equal desktop CPCs by the end of 2013.
        --  Marin Software's annual report, "Mobile Search Advertising around the
            Globe," outlines key trends, projections and optimization strategies
            for advertisers seeking to get the most from their mobile paid-search
            campaigns. The full report can be downloaded at:
        --  Marin Software will host a Mobile Trends webcast on March 7 at 10 am
            PST to discuss the results of its findings and best practices for
            marketers. To sign up, visit:


        --  "While the rise of tablets is no secret, what's interesting is tablet
            users are engaging with search ads and converting in ways that closely
            resemble desktop usage," said Matt Lawson, Vice President of Marketing
            and Partnerships at Marin Software. "Solid user engagement combined
            with favorable performance characteristics make search ads on tablets
            hard to resist for advertisers."

Resources: About Marin Software Global Online Advertising Trends

Marin Software Blog Mobile Trends Webcast

About Marin Software: Marin provides a leading revenue acquisition management platform used by advertisers and agencies. Offering an integrated platform for search, social, display, and mobile marketing, Marin helps advertisers and agencies improve financial performance, save time, and make better decisions. Headquartered in San Francisco, with offices worldwide, Marin's technology powers marketing campaigns in more than 160 countries. For more information about Marin's products, please visit:

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        Media Contact:
        Greg Kunkel
        Corporate Communications
        Marin Software
        Email Contact

SOURCE: Marin Software