Worldwide and U.S. Mobile Advertising 2012–2016 Forecast Update: Year-End Review

Published by: IDC

Published: Nov. 12, 2012 - 17 Pages

Table of Contents

IDC Opinion

In This Forecast Update

Future Outlook

Forecast and Assumptions

United States

Japan

Western Europe

Asia/Pacific (Excluding Japan)

Other Regions

Assumptions

Market Context

Essential Guidance

Learn More

Related Research

Table: Worldwide Mobile Advertising Spending by Region, 2009–2016 ($M)

Table: U.S. Mobile Advertising Spending by Ad Format, 2009–2016 ($M)

Table: U.S. Mobile Advertising Spending by Device Category, 2009–2016 ($M)

Table: U.S. Mobile Advertising Spending by UI Platform, 2009–2016 ($M)

Table: Japan Mobile Advertising Spending by Ad Format, 2009–2016 ($M)

Table: Western Europe Mobile Advertising Spending by Ad Format, 2009–2016 ($M)

Table: Asia/Pacific (Excluding Japan) Mobile Advertising Spending by Ad Format, 2009–2016 ($M)

Table: Top 3 Assumptions for the Worldwide and U.S. Mobile Advertising Market, 2012–2016

Table: Key Forecast Assumptions for the Worldwide and U.S. Mobile Advertising Market, 2012–2016

Table: U.S. Mobile Advertising Spending, 2009–2016: Comparison of June 2012 and November 2012 Forecasts ($M)

Figure: Worldwide Mobile Advertising Spending by Region, 2009–2016

Figure: Worldwide Mobile Advertising Spending Share of Total Digital Advertising by Region, 2009–2016

Figure: U.S. Mobile Advertising Spending, 2009–2016: Comparison of June 2012 and November 2012 Forecasts

Abstract

This IDC Forecast Update features the latest numbers from the most recent release of IDC's Worldwide New Media Market Model, 1H12: Worldwide and U.S. Data (IDC #237128, September 2012). It also adds additional breakouts for ad spending by mobile device class and for browser-based advertising versus app-based advertising for the United States. This document updates Worldwide and U.S. Mobile Advertising 2012–2016 Forecast Update: United States Now Bigger than Japan (IDC #235425, June 2012).

This forecast counts current and forecasts future spending on media placement on mobile devices via the mobile Internet (i.e., excluding SMS/MMS-based advertising), excluding production costs, for the United States, Canada, Japan, and the worldwide regions for the 2012–2016 period.

Spending on mobile advertising is based on estimated market shares of mobile advertising out of total Internet advertising (online and mobile advertising). Spending on Internet advertising is based on estimated market shares of Internet advertising out of total spending on advertising across all media (TV, print, digital, etc.). Total spending on advertising is based on an estimated share of ad spending out of total GDP. Historical market shares are based on IDC numbers or numbers of local industry organizations, with some numbers being estimated. All forecast market shares are calculated assuming current trends persist, taking some industry megatrends into account.

Follow Karsten Weide on Twitter: @KarstenW.

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