eMarketer Finds Mobile To Account For More Than Half Of Digital Ad Spending In 2015

Big Year For Mobile

eMARKETER writes, "This will be a benchmark year for ad spending in the U.S., as mobile surpasses desktop spending for the first time. Mobile will account for 51.9% of total digital spending in 2015. That's a higher figure than eMARKETER forecast earlier this year."

The report also forecasts radio's share of ad dollars to slide over the next few years.

The report found that while desktop's share of advertising dollars is expected to slowly decline through 2019, mobile's share will grow robustly. eMARKETER expects mobile advertising to grow by 59% in 2015, a higher rate than forecast in MARCH, when eMARKETER last released figures for U.S. ad spending. Meanwhile, long-term growth through 2019 has been revised downward slightly.

"Brands and marketers continue to see increased value in mobile advertising to reach consumers," said eMARKETER analyst MARTÍN UTRERAS. "Some of the shift is happening organically from digital ad spending dollars, but also we see additional dollars moving from traditional media and new money coming from local advertising and small businesses."

The shift to mobile ad spending is being driven mainly by consumer demand. eMARKETER estimates that U.S. adults are spending two hours and 51 minutes a day on non-voice activities on mobile devices. More than half of that, or one hour and 31 minutes, is spent on mobile phones.

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