Strategy Analytics predicts that global consumer spending on mobile media will reach $138.2bn in 2012, up 13.4% year-on-year. Add to that the $11.6bn it thinks advertisers will spend on mobile media this year, and the mobile media market will be a shade under $150bn ($149.8bn, in fact).
What is mobile media, and why is this number so large? Well, that’s the thing. A whopping $82.8bn of the consumer spending figure is ‘data plans and web browsing’, which rather inflates things if you were thinking this is all just about entertainment and apps.
Talking of the latter, Strategy Analytics claims that consumers will download 32bn apps in 2012, spending $26.1bn on the ones they pay for. The company also claims that in the US and major Western European markets, advertisers will spend more on in-app ads than on the mobile web.
“Advertisers chase eyeballs so the fact that brands spend more on in-app advertising than the mobile web is a clear sign that apps are what consumers are glued to for an increasing range of activities,” says SA’s David MacQueen. “In the eyes of many advertisers, web browsing on the smartphone is playing second fiddle to the app economy.”