U.S. mobile advertising revenues (search and display) will grow to
$3.1 billion in 2013, from $160 million in 2008, representing a
compound annual growth rate (CAGR) of 81.2 percent, according to The
Kelsey Group
During the same period, they forecass mobile local search
advertising revenues will increase from $20 million to $1.3 billion,
a CAGR of 130.5 percent.
The Kelsey Group's Mobile Local Media
Forecast (2008-2013) is highlighted in the report "Going Mobile: The
Mobile Local Media Opportunity," distributed to clients of the
firm's new MLM advisory service.
Additional findings covered in the report include:
- The percentage of mobile searches that have local intent
will increase from 28 percent in 2008 to 35 percent in 2013. - Currently there are 54.5 million mobile Internet users in the
United States, representing 25 percent of online users. - Approximately 15 percent of iPhone applications are local.
"As mobile data consumption rises, we expect
local marketing to be a big winner," said Michael Boland, program
director, Mobile Local Media (MLM), The Kelsey Group. "There is a
strong correlation between local search and the mobile use case,
which will cause a good portion of the ongoing mobile application
boom to focus on local."
"We've been covering the mobile local space
for some time within our Interactive Local Media practice," said
Neal Polachek, chief executive officer, The Kelsey Group. "The trend
lines for usage, revenue and application development indicate a
turning point that compels us to devote more resources and deepen
our coverage of this market segment. Our
MLM practice will focus on mobile as a critical and key
driver in the overall transformation of the advertising industry."
"The most critical emerging media venue is
mobile. Having Kelsey now able to provide insights into this arena
coupled with their expanded view of the market will make them an
even more important source for the industry going forward," said
Scott W. Klein, CEO, Idearc Media.
Mobile Local Media Advisory Service
"Going Mobile: The Mobile Local Media
Opportunity" is available to clients of Mobile Local Media, The
Kelsey Group's new advisory service. MLM
provides research and analysis of mobile content, delivery
(bandwidth and access device), consumer usage and advertiser
adoption of mobile platforms for local media companies, mobile
carriers, handset developers, application developers, search
engines, directory publishers, advertising agencies/ad
buyers/recommenders, intermediaries/resellers, individual
advertisers and mobile sector investors.