Investments in mobile advertising will increase to USD 59.7 billion in 2017, a figure four times higher than for this year, said UK-based eMarketer in its Global Media Intelligence (GMI) report. Despite the prospect of good business in the future, an analysis of the current situation shows that revenues are growing at a slower pace in 2013, with an estimated growth of 2.8 percent compared with last year.
The most cautious markets are Eastern Asia and Western Europe, which will only grow 0.7 percent and 0.9 percent respectively. The regions that will expand the most are Latin America and Central and Eastern Europe, with 5.8 percent and 10 percent.
About 299.5 million people in Latin America, or 50 percent of the total population, should have access to the internet in 2013. In 2008, only 26.7 percent of Latin Americans were internet users. At least 414 million people will have a mobile phone and at least 111.6 million will have smartphones.
Despite the large number of consumers, the continent accounts for a small slice of international expenditures on digital advertising (3.5%) and on mobile devices (less than 1%). The list of the biggest spenders in advertising per inhabitant is led by Australia (USD 582), followed by the UK (USD 540), Norway (USD 535) and the US (USD 404).
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