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Percentage of searches on mobile

Chart of the Day: How the importance of mobile search varies by sector

It's often said that we're now well past the mobile tipping point where mobile accounts for more than half of site visits and searches. Yet this average masks a wide variation across sectors. For example, in B2B search is still dominated by desktop rather than mobile. At Smart Insights we see just 15% of our 500,000+ new organic visits are mobile.

This recently published research from Hitwise from the US and UK shows the difference in the percentage of mobile search by B2C industry sectors.

Mobile search share by industry: United States

Percentage share of mobile search US

Mobile search share by industry: United Kingdom

Mobile searches by industry category - United Kingdom

The main sectors where desktop is still relatively important are banking, property, travel and automotive.

By Dave Chaffey

Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

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