The "mobile only audience" I'm referring to is that in a lot of the developing world, a larger share of people access the internet from their smartphone exclusively and may not own a desktop or laptop computer or may not have the conventional internet access. This trend is especially prominent in Africa & the Middle East where it's often easier and less expensive to get a decent smartphone than to get a computer and broadband access.
Because mobile is a larger share of search audience in these regions & mobile is also typically cheaper CPC, we expect the CPC in these regions to also be cheaper than other desktop-heavy regions like the US.
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