US to become top market after 96 per cent growth in a year.
eMarketer’s mobile ad study says spending in the US will hit $2.29 billion in 2012, and thus move the region ahead of Japan as the world's top spender.
The Japanese market will be worth $1.74 billion in 2012, compared with $1.36 billion in 2011 and $1.01 billion in 2010.
However, Asia Pacific as a whole is still an exceptionally strong mobile advertising market, and remains well ahead of Europe in mobile spending.
It will reach $2.56 billion in 2012, against $1.4 billion for Europe
Other key findings from the report include:
* Mobile, despite rapid growth, accounts for just one per cent of total ad spending worldwide
* UK mobile advertising is worth 2.3 per cent of total ad spending, but this could rise to 11 per cent by 2016
“Mobile is an exciting, fast-growing category, but it’s still a very small piece of the overall ad pie,” a spokesperson for eMarketer said.
“Mobile advertising accounted for less than one per cent of total ad spending worldwide last year—and it will be a long time before it challenges other mainstay global advertising channels like TV, print and internet ads.”