How do cross-device click-through behaviors differ when it comes to tablets, desktops and smartphones, and how can they inform paid search advertising campaigns? Building on earlier research, researchers assessed consumers’ tendency to click on a top paid search advertisement using different devices and whether position change caused any alteration in click-through behavior. Among the findings, on average, compared to desktop users, smartphone users were more likely to click on top paid search ads and were more sensitive to ad position change for unbranded searches.
Read the JAR summary.