@ pcAds: Mobile Ad Spend Is Exploding But It’s Not The Silver Bullet

Kicking off the full day ahead of paidContent Advertising, Geoff Ramsey, eMarketer’s CEO, talked about the rapid growth in mobile and the opportunities ahead — in particular, in mobile advertising. Half of marketers in the U.S. now have mobile in their marketing plans. But, he said, mobile is still best in a supporting role — not a starring role — and should be integrated with other media.

Some other stats from his talk:

— There are 3.8 billion mobile users worldwide.

— In terms of media consumption, TV reigns supreme — users spend just over 4 hours a day watching TV. 2 hours and 35 minutes is spent surfing the internet daily. Mobile comes in third at 50 minutes a day, equaling the combined time spent on magazines and newspapers.

— U.S. smartphone penetration is 38 percent, totaling about 90 million users. Penetration rates in western Europe: UK has 42 percent, while Spain comes a close second at 41 percent. Rounding out the top three is Italy at 38 percent. China’s mobile penetration is 57 percent.

— U.S. mobile usage has grown 50 percent.

— Tablet growth is exploding and Apple (NSDQ: AAPL) dominates 85 percent marketshare.

The full presentation is available here:

eMarketer: Mobile Marketing Trends And Stats
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