If you're an advertiser, you've already seen this. Mobile viewers click on ads less often than desktop viewers.
So, absent any other variables...if mobile traffic is growing faster than desktop traffic, year over year, click growth would slow.
So, absent any other variables...if mobile traffic is growing faster than desktop traffic, year over year, click growth would slow.
* Is mobile growth rate so high that it outstrips the reduced expected CTR for desktop users?
* Is mobile use not displacing desktop use, meaning desktop CTR is not falling as fast as anticipated?
* Is mobile use growing in places where there was previously no desktop use? Those users previously had a functional CTR of 0; onboarding them should increase the total clicks even if it reduces the mean CTR.
> So, absent any other variables...if mobile traffic is growing faster than desktop traffic, year over year, click growth would slow.
Sure, assuming that actual total traffic growth is constant; if desktop to mobile transition accelerates overall traffic growth, the increase in mobile traffic can be enough to even at a lower click/traffic rate increase total clicks.