Once again, tablets seemed to be the present of choice for loved ones this Christ­mas, with many going online in the morn­ing to play with their new device.  In just one day, in the UK, we saw the tablet click share grow from 20% on Christ­mas Eve to 25% on Christ­mas Day and has been fluc­tu­at­ing at this level ever since.

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Graph reflects daily paid search tablet click share in UK. Mini-peaks reflected in the graph before 25th Decem­ber show week­end spikes in traffic.

Per­haps lured by the Bank Hol­i­day and the post-Christmas sales, even more pop­u­lar was New Year’s Day 2014, which saw tablet click share peak at almost 30% — again echo­ing last year’s results of an increase which had a peak at 19%.  We expect this month to con­tinue around the Christ­mas Day level of 25% and reach highs again by the end of 2014, close to the 30% level.

Where these sta­tis­tics are of a real inter­est and pro­vide valu­able insight, is in the adver­tis­ing space. Tablet traf­fic con­tin­ues to demon­strate a sig­nif­i­cant oppor­tu­nity for adver­tis­ers as tablets are exceed­ing smart phones in can­ni­bal­is­ing com­puter search traf­fic.  As the tablet Cost Per Click (CPC) is much closer to com­puter CPC than mobile, we’ll see the over­all CPC stay high.

Adver­tis­ers that take notice of evolv­ing search behav­ior, and plan their bud­get accord­ingly, will be the win­ners of 2014.  And this is espe­cially true for the travel indus­try dur­ing peak sea­son in January.

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Graph reflects monthly aver­age paid search click share by device. Com­puter share on the decline; tablet and mobile on the rise.

With Google Enhanced Cam­paigns plat­form, it is impor­tant that search mar­keters recon­sider their strat­egy in order to max­imise per­for­mance with the great­est effi­ciency. If you’re an adver­tiser and want to get up to speed quickly, check out Adobe’s Migra­tion Guide for Google Enhanced Cam­paigns.

Dr Wing Yee Lee, Senior Busi­ness Ana­lyst Man­ager, Adobe (@wing_yee_lee)

*Data sourced from analysing anony­mous and aggre­gated data from UK com­pa­nies that use Adobe Media Opti­mizer, part of Adobe Mar­ket­ing Cloud.