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For B2C Marketing Professionals

Google Faces Stiff Competition As Mobile Search Grows In Apps

ForecastView Document

November 7, 2014

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  • By Susan Wu

Why Read This Brief

Forrester recently released its biannual update to the US paid search forecast, which illustrates the ongoing behavioral and revenue shift of paid search from desktop to mobile. Paid search is forecast to grow at a compound annual growth rate (CAGR) of 10% in the next five years, and mobile currently represents about one-quarter of the total paid search revenues. Mobile can be both cannibalistic and incremental with search usage. However, these "always on" devices are being used at home, at work, and on the go, capturing a significant amount of queries and related search revenues. As the time spent on these mobile devices continue to grow, a closer look at some contextual levers helps to understand the nature of mobile search revenue growth and why Google's search engine is facing some healthy rivalry in the mobile context.

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