The number of paid search ad click-throughs on tablets and smartphones reached ten per cent during the final quarter of 2011, which was double the amount during the third quarter, a study by Marin Software has revealed.
It was also found that click-through rates (CTR) on paid search ads were 38 per cent higher on iPads than ads seen on desktop computers.
Smartphones offered CTRs 31 per cent higher than desktop computers during the same period.
Matt Lawson, vice-president of marketing and partnership at Marin Software, said: "In Q4 2011, we saw paid search marketers allocate a larger portion of budgets to mobile devices than ever before.
"Given the favourable performance characteristics of mobile advertising today, we expect this trend to continue as advertising dollars begin to chase consumer behaviour."
The report also revealed that across Google, Yahoo! and Bing, paid search spend increased by 35 per cent during the final three months of 2011.
Marketers using Google saw a 48 per cent increase on CTRs on their online ads during the fourth quarter in 2011 compared to the same period in 2010.
Earlier this week, a survey by Poll Position found that 46 per cent of Americans believe tablets will replace laptops in the near future.
