The percentage share of “Mobile” search (desktop vs mobile May 2015) has finally surpassed Desktop. This means your mobile strategy is at least as important as desktop. Because of the emerging variation between mobile and desktop strategy, we think mobile and desktop should be considered entirely different channels.
If you’re seeking the best potential revenue gain on both platforms, consider mobile and desktop search separately, but don’t prioritise one over the other. For now don’t assume that one will replace another. Find a strategy that works for your brand and respects both desktop and mobile as valuable, different sources of traffic.
Across Google’s mobile ecosystem, there are many touch points between your brand and a user. Traditionally, Google’s organic search results would have been the primary traffic driver. That may still yet be true for mobile, but there are many other diverse ways in which a visitor could first discover your content.