Mobile Internet access will see significant gains over the next five years, with the number of mobile Internet users reaching 134 million in 2013, says eMarketer. By 2013, Informa predicts smartphones will make up 38% of all handset sales worldwide, more than double their share in 2009.
And means growth is use of mobile applications. Analysts at Piper Jaffray estimate that combined spending on consumer and business mobile applications will top $13 billion worldwide by 2012, a nearly fivefold increase over 2009.
Since advertising and marketing efforts likewise ultimately follow people to where they are and what they are doing, “it is increasingly evident that for many marketers, mobile applications constitute a necessary avenue for reaching and engaging with their customers, either by building and marketing a proprietary application or sponsoring a third-party app,” says Noah Elkin, eMarketer senior analyst.
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