• by Laurie Sullivan  @lauriesullivan, October 9, 2013

Yahoo now sees 31% of its searches on mobile devices, slightly outpacing Google at 30%. Estimates include hidden Apple iOS visits related to the company's clients.

The Rimm-Kaufman Group Q3 Digital Marketing Report analyzes paid search, organic search and social, comparison shopping engines and attribution associated with RKG clients.

Organic searches continue to become more interesting for marketers as Google has built barriers preventing marketers from seeing search query keyword data. Missing or not, provided search query share rose at the end of Q3 to reach 80%, as Google pushed consumers toward secure searches -- regardless of their browser or log-in status.

Bing's share of organic search visits rose to 10.5% in Q3, up from 10.1% sequentially. Yahoo's share slipped slightly to 9.1%, while Google's rose a bit to 78.1%.

Smartphones and tablets now account for 28% of organic search visits, led by the iPad at 10%. Overall, iOS devices generated 19% of organic search visits in Q3. Android accounted for 8%, and other mobile devices 1%, per the RKG report.

Apple iOS 6 continues to lead, with 11% of Google organic searches being wrongly attributed by Web analytics in Q3 despite an increase in the Web traffic identified properly. The report notes that iOS 7 does not appear to suffer from the same problem. iOS devices accounted for an estimated 19% of organic search visits in Q3.

The Internet Advertising Bureau released mobile numbers Wednesday estimating mobile ad revenue at $3 billion in the first half of 2013, up 145% from $1.2 billion in the year-ago period. Search revenue in the first half of 2013 reached $8.7 billion -- up 7% from $8.1 billion in the first half of 2012, per the IAB.

Social also continues to make an impact. In Q3, a bit more than 0.8% of mobile site visits were generated by social sites. Overall, Facebook's share of social referrals to Web sites came in at 52% in Q3, while Pinterest accounted for 14% and Google+ generating about 1% of social visits.

The eBay Commerce Network's share of comparison shopping engine clicks grew to 25% in Q3, compared with Amazon Product Ads also seeing a 25% increase in click share returning to Q4 2012 levels. The cost per click for shopping engines varied in Q3 2013. Amazon Product ads rose 10%, sequentially, Nextag rose 5%, PriceGrabber fell 26% year-over-year, and Shopzilla remained stagnant since implementing its Smart Pricing model this summer featuring $4 minimum bids.