Devina Joshi, London
Consumers across the world are increasing the amount of time they spend on mobile devices, but advertisers are not quick enough to catch this trend, according to research by eMarketer.
While mobile is capturing a larger share of time spent consuming media, up to 11.7 % this year from 3.5% in 2009, mobile advertising constitutes only 1.6% of total ad spend. The fact that advertisers are not spending their money on mobile is a problem area for publishers whose audiences are shifting towards mobile content.
US adults spend an average of 82 minutes a day using mobile devices (Excluding talk time on the phone), which is about four times more than the 22 minutes figure reported in 2009.
The increase in mobile activity comes as growth rates slow for the time people spend online with their desktops, laptops and internet-connected TVs. Consequently, the dollars marketers spend on online ads has gone down.
The US online ad business is expected to increase by 13.6% this year to $34.7bn; it grew by 19.6% last year. By 2016, online ad spending will increase only by 1.5% to $43.4bn, according to eMarketer.
“Even on the desktop web, ad dollars are still playing catch-up to time spent with the medium. That game is even further behind on mobile,” says an eMarketer spokesperson.
On the upside, growth in mobile ad spending is expected to increase over the next few years, with eMarketer projecting a growth of 80% this year to $2.6bn. Future growth in mobile ad spending is likely to increase by cutbacks in print ads. Print media account for 20.7% of total ad spending, but only 5.4% of the time people spend with media.
In other findings, TV continues to dominate both the time people spend with media as well as its share of advertising budgets. US adults spend an average of more than 4.5 hours watching TV in a day, which is 39.8% share of time spent with all media.
0 Comments:
Post a Comment