eMarketer: 60% of US mobile phone users frequently use mobile search in 2017

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Search engine usage gives marketers insight into consumer intent, leading to more effective advertising. Now, with changes in media and device usage habits, such as voice and visual search, brands have more ways to reach consumers.

US search ad spending continued to grow, driven primarily by strong growth in mobile phones, and despite a decline in PC-based search ad spending, overall spending maintained double-digit growth.

Google still dominates the search advertising market and is growing its share of the U.S. search advertising market, both on mobile and PC.

eMarketer predicts that in 2017, 71.5% of Americans will conduct at least one search query per month, accounting for 85.0% of American Internet users. In recent years, smartphone searches have also become the norm for consumers, with nearly 3/5 users frequently using mobile phones to search, while this index was less than half in 2015.

Despite the maturity of search advertising, search ad spending continues to grow at a double-digit rate in the U.S. and will continue to do so for the next several years. This is all thanks to mobile devices, which are still up nearly 25% this year, even as PC-based search ad spending is declining.

Last year, nearly two-thirds of US search ad revenue came from mobile devices. This year, mobile’s share will reach 70.0%, and it is expected to reach 80% by 2021.

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