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March 11, 2013

Mobile advertising grows 132%, to exceed 15% of Online Spending by 2017

Mobile ad market up 132% as population spends more time on smartphones  M&C Saatchi Mobile: The mobile advertising industry is expected to be worth 17 billion by 2017 as smartphones and other connected devices continue to impact the sector according to a new white paper from M&C Saatchi Mobile.

Mobile advertising revenue worldwide will rise 16 per cent in 2013, from $9.6bn in 2012 to $11.2bn in 2013, predicts the report. This figure will hike to $24.5bn in 2016.It’s estimated that the mobile advertising market  will account for over 15.5% of the total online advertising market.

In the first half of 2012, the UK mobile ad market was up 132%, at 181.5 million, with digital accounting for 16% of all expenditure over the year. Mobile outlay was equal to just over 1% of the UK’s entire ad spend.

Smartphone penetration is also high across the globe with the world’s population spending significantly more time on mobile devices each day. On average, people spend 127 minutes per day on smartphones, far exceeding the desktop web device average of 70 minutes per day.

A Comscore MobiLens Report, released last October, also revealed that in most mature markets the penetration of smartphones is now over 50%. Spain comes in poll position with 63.2% of its population owning a smartphone, followed closely by the UK (62.3%) and then the US (59.1%)