Many of the world’s largest emerging markets for mobile technologies are seeing substantial spikes in mobile web usage and, correspondingly, mobile ad spend.
According to the latest research and projections of eMarketer, spending levels in India, Russia and Brazil remain relatively low, but they are, indeed, growing – particularly China.
By 2012, the Chinese market could see upwards of $700 billion in mobile ad spending. Within four years, that figure may jump as high as $1.4 billion.
eMarketer’s estimates of mobile ad spending include display, search and messaging-based formats and are based on a meta-analysis of data from several firms as well as overall trends in advertising and mobile markets.
For 2011, spending growth will be heavily concentrated on Brazil and China, two populous and increasingly mobile nations where ad spend will double year over year by the end of 2011.
Between 2012 and 2015, eMarketer predicts, Brazil, Russia, India and China will see double-digit annual growth in mobile ad spend and mobile usage.
In Russia, mobile web penetration will go from 29% of mobile users this year to 36% by 2015. Growth in India and Brazil will be more dramatic. Triple-digit growth in mobile web users in India will end this year, but penetration will rise from 12% in 2011 to 34% by 2015. In Brazil, 11% of mobile phone users will be online this year, rising to one in four by 2015.
This anticipated rampant growth in mobile-friendly markets corresponds with new research from Global Industry Analysts, Inc., which similarly suggests that the global market for mobile software will reach an impressive $79.7 billion by 2017.