We all know that the click through rate on the search results declines pretty quickly the lower you rank on the page but most of the CTR studies have not really looked at different devices. With the rise of tablets and the fact that by the end of this year there will be around 200m iPads in existance we can’t ignore how Google displays results on these devices.
Have a look at the screenshot below for an average commercial query and notice how Google only shows one full organic result above the fold and just the title of the next one. This screenshot isn’t trimmed down, that’s the full visible screen. I’m sure people scroll on tablets and it’s easy to do that but Google really needs to get a grip of themselves and remember that adverts are not content.