The research also found mobile accounted for 4% of search traffic on Google but was only 2% of total paid search (PPC) volume.
Latitude’s data also suggests that click-through rates on Google’s mobile search average 1.32%, compared to 1.1% online.
The rise of mobile searches and paid-for ads has been prompted by the rise in the number of smartphones in the UK market, as well as the introduction of the iPad.
The reports also suggests the impact of Bing has thus far failed to have the intended effect on UK internet users’ behaviour, with its PPC volumes remaining relatively static during the three quarters to end-September.
Meanwhile, PPC volume on Google from mobile users was more than double PPC volume from Bing as of Q3, according to the study.
Google has begun introducing new ad formats in anticipation of this trend by launching the “click-to-call” ad format on mobile in the UK this year, and introducing expandable map ads to the Google Display Network (GDN) in June.
The findings were formulated using data taken from traffic from Google, Google Search partners and GDN during the first three quarters of 2010, according to Latitude.
This story first appeared on newmediaage.co.uk