The Future Of Search Is Productivity Across Platforms

Columnist John Cosley of Bing Ads discusses the future of search in a multi-device, cross-platform world.

Your life doesn’t fit in a box. Neither should your search. Search is evolving, which means finding what you need requires more than a search box and list of links.
Consumers aren’t just searching, they are seamlessly navigating between channels and devices. What’s more, evolving inputs like voice search are creating new scenarios; innovative user signals are building connections that bring in more personally relevant information.
All of these new search developments are enabled by the massive shift to mobile with smartphone adoption. Worldwide, IDC Mobile phone tracker reports that smartphones are outselling PCs 3:1, and they predict that this will grow to over 5:1 by 2017.  The stage is set for massive disruption – search included.
As smartphone penetration continues to grow, mobile devices are quickly becoming the primary avenue for advertisers to reach consumers.
According to Marin Software’s Mobile Search Advertising Around The Globe: 2014 Annual Report, mobile devices accounted for 34.2% of all paid search clicks in December 2013, and the report predicts that mobile devices will account for 50% of paid search clicks by the end of 2015.
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