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US Small Businesses Outperform Enterprises in Smartphone Clickthrough Rates

The news: US small businesses (SMBs) are seeing higher clickthrough rates on smartphones compared to enterprise businesses, according to our Industry KPI data from Taboola. This presents an opportunity for small marketers to effectively reach consumers and compete with larger companies.

• Organic clickthrough rates (CTRs) for SMB ads with publishers on tablets were 2.9%, while smartphones had CTRs of 2.8%. Enterprise businesses, on the other hand, saw smartphone publisher organic CTRs of 2.7%.
• This narrow gap on smartphones is offset by enterprise businesses significantly outperforming on desktops and tablets. SMB organic CTRs for desktops and tablets were 1.8% and 2.9%, respectively, while enterprises saw organic CTRs of 2.7% and 3.2%.
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The CTR data highlights the importance of cross-platform marketing for enterprise clients, while also demonstrating that SMBs can leverage smartphone CTRs to drive engagement and connect with consumers more effectively, rather than competing directly with larger companies.

Breakdown by Industry

Native display ads are a common ad format for SMBs and enterprises, but industries see varying CTRs. Taboola analyzed CTRs for five industries:

• Food and beverage display ads had the highest organic CTRs at 0.3%, giving marketers in this sector a unique advantage.
• Technology and computers followed with organic CTRs of 0.22%, with personal finance (0.19%), beauty (0.18%), and style and fashion (0.16%) trailing behind. The lower performance of beauty, style, and fashion native display ads may be due to their competitive markets, with beauty and fashion typically seeing higher engagement from social media and influencer marketing.

Our take: While a 0.1% lead may seem small, it is still a lead. SMBs should maximize their advantage on smartphones to boost engagement and build authentic relationships with consumers. Enterprises should also continue their efforts, diversifying ad budgets to reach broader audiences. For industries like beauty that struggle with native display ads, exploring alternative channels may be beneficial.

Go Deeper

Interested in more CTR benchmarks? Industry KPI subscribers can benchmark their performance against 400+ industry benchmarks here.

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