A tidal shift towards mobile marketing has had a major impact on both social and paid search ad spend within the first quarter of 2016, according to global research by agile marketing specialist Kenshoo.

With ad spend on smartphones increasing 77% year on year in Q1, marketers have ramped up spend on social ads by 86%. Meanwhile, spend on search engine product listing ads (PLAs) has nearly doubled (98%) in the same time, clocking up three times as many clicks by consumers than last year.

The results across search and social are based on swathes of data managed across Kenshoo’s platform over the last year, which includes over 3,000 advertisers and agencies across 20 verticals and 60 countries.

That sample includes over 500 billion impressions, 10 billion clicks and $5.5 billion (USD) in advertiser spend.

Mobile and product-focused advertising has been central to the growth of search and social ad spend, with phones and tablets driving the majority of clicks across both channels. View the infographic below for a deeper dive into the findings.