Digital advertising continues to rise exponentially and the biggest ad dollar driver is mobile. Here are 5 facts and trends gathered from consumer data that every mobile advertiser should know. \u00a0Click on the links to go to the data\/surveys.<\/p>\n
1. Bigger than they thought<\/b><\/p>\n
Back in 2011 ComScore predicted that US mobile ad spend in 2014 would be $2.5 billion, they were wrong! eMarketeer<\/a> showed that mobile ad spend in 2014 was actually $19.15 billion which is predicted to rise to $28 billion by the end of 2015!\u00a0<\/span><\/p>\n 2. Desktop set to stagnate<\/b><\/p>\n Desktop advertising<\/a> is predicted to stagnate for the next few years and prediction figures for the US market show that ad spend will be stuck on $25 billion for the next 4 years. However, mobile advertising is set to rise year on year and by 2019 US mobile ad spend will be $65.87 billion making it 72% of US digital ad spend.<\/p>\n 3. Android versus iOS<\/b><\/p>\n Data gathered by Opera MediaWorks <\/a>in Q4 2014 shows Android and iOS making 90% of total global ad impressions and revenue. Android leads the market on impressions, collecting 63% of mobile traffic and 41% of total revenue but iOS is taking 52% of revenue via a much smaller 27% of global impressions.<\/p>\n 4. In-app ads are leading the mobile ad space<\/b><\/p>\n US consumers are spending much more time using apps than the mobile web. eMarketer<\/a> predicts that by 2016 in-app ad spend will be $29.66 billion, nearly triple that of mobile web ad spend at $10.84 billion.<\/p>\n This trend is backed up with data from Nielsen<\/a> who reported back in March 2014 that consumers spend 89% of their mobile time using their apps and only 11% of their time browsing the mobile web.<\/p>\n 5. Mobile games dominate user engagement<\/b><\/p>\n According to global information company The NPD Group<\/a>, in a typical day mobile gamers spent on average two hours per day playing games in 2014, a 57% increase on 2012 where average playing time was one hour and 20 minutes.<\/p>\n