Search has almost reached half of the last-touch channel share in both Europe and North America. This means that about 47.5% of the time on a computer, a search engine is the last channel a customer visits before an event such as a purchase occurs. This number has grown steadily over the last few years as contact through a direct channel has dropped. This number is a bit lower for mobile with search being the last-touch of about 42.9% of events. Direct traffic on mobile devices has fallen substantially over the last few years.