As device fragmentation has gathered pace and the penetration of smartphones and tablets has become more significant, forecasting based on click curves has become less accurate. This is because click curves to date have been based on CTR from desktop-based searches; yet for many brands the majority of traffic now comes from tablet or mobile; due to their smaller screen sizes they display different SERP formats. Following up from the very insightful mobile share report, now the folks at BrightEdge have crunched the numbers to develop the first publicly available click curves for mobile and tablet devices.