On search, mobile device (smartphone and tablet) share has increased significantly in the past year, with smartphones capturing the lion’s share of the growth. Year-over-year (YoY), desktops have lost 8.5% click share, with smartphones snapping up 6.1%. However, while eyeballs and clicks may have been migrating more to mobile, consumer wallets have been slower to follow. Advertisers devote over 42% of all spend on mobile devices, but mobile conversions only make up about 30% of search conversions. Advertisers are struggling to either convert a mobile search click to a mobile conversion, or they’re potentially under-attributing the value of assistive mobile conversions (or perhaps both). Additionally, the value of the assistive conversion becomes more significant because consumers are still not as comfortable converting on mobile as they are on desktops. Get the full story at Marketing Land