Following their last year's study that looked at the value of Google result positioning, how much of Google's traffic goes to the top spot, second spot, and so on. Chitika has now published an interesting study showing that the top spot in Google receives 20% of clicks among iPad users.
"We took a look at traffic by Google result for iPad users and found that the #1 spot is much less dominant in the touchscreen environment -- in fact, the top spot only got 20% of overall Google traffic. Still by far the biggest chunk, but lower than the 34% that the top spot gets for overall desktop traffic," stated Chitika.
"It appears from the data that iPad users are more willing to scroll to find the answers to their queries, and even go to multiple pages. Perhaps this can be attributed to the touchscreen interface, or the fact that search behavior isn't yet ingrained in tablet users like it's in desktop and laptop users.
Either way, all we know is that websites that don't rank #1 on Google appear to do better on iPads than they do on other devices."
[Source: Chitika blog]