Section 2
The Mobile Marketing Opportunity. 24
Spending Forecasts Vary Among Researchers24
European Mobile Marketing Will Grow Gradually. 25
Europe Mobile Marketing Efforts Mature Slowly. 26
Asia is Mobile Global Leader. 27
Growth of Mobile Marketing Spending Faces Challenges28
One-Third of Mobile Users Recall Advertising Today. 29
Mobile Campaigns are Still Pricey. 31
Section 3
Mobile Marketing Vendor Shakeout32
Suppliers Provide Diverse Set of Offerings32
Google Dominates Mobile Search and Content Aggregation. 33
Advertising Networks Vie for Leading Brand Clientele. 44
Mobile Phone Carriers to Focus on Platform Access49
Section 4
The Mobile Marketing Forecast51
Global Market Spending to Reach $50B by 2014. 51
Immediate Measurement of Success Attracts Advertisers62
Section 5 Recommendations: Plan Mobile Campaigns Now.. 64
List of Figures
Figure 1. Global Spending on Mobile Advertising and Marketing (in U.S. $ billion), 2007 to 2009 8
Figure 2. U.S. Spending by Type of Mobile Marketing and Advertising (in $ billions), 2007 to 2009 9
Figure 3. Percent of Mobile Media Users and Internet Users Who Respond to Advertisements (in Great Britain)13
Figure 4. Mobile Subscriber Monthly Consumption of Content and Applications 14
Figure 5. Global Mobile Content Consumption on iPhones and Smartphones 15
Figure 6. Mobile Search Users (000s) via Mobile Device, Three-Month Average in U.S. and Europe 17
Figure 7. Gender Differences Among Cell Phone Users by European Country 17
Figure 8. Leading Mobile Search Brands by Mobile Searcher Penetration 38
Figure 9: Mobile Search and Content Aggregator Vendor Landscape, 2009 40
Figure 10. Mobile Advertising Network Vendor Landscape 50
Figure 11. U.S. Market Share of Cellular Phone Service Providers 51
Figure 12. Global Mobile Marketing and Advertising Spending Forecast, 2009 to 2014 53
Figure 13. Share of Spending on Mobile Marketing and Advertising by Region, 2009 vs. 2014 54
Figure 14. Global Spending on Types of Mobile Marketing, 2009 to 2014 55
Figure 15. 2009 Share of Spending by Mobile Marketing Format56
Figure 16. 2014 Share of Spending by Mobile Marketing Format57
Figure 17. Spending (in $ billions) on Mobile Marketing and Advertising Formats in the U.S., 2009 vs. 2014 58
Figure 18. Spending (in $ billions) on Mobile Marketing and Advertising Formats in China, 2009 vs. 2014 59
Figure 19. Spending ($ in billions) on Mobile Marketing and Advertising Formats in the U.K., 2009 vs. 2014 59
