Mobile penetration in India is the second highest in the world today. Every month over 8 million users are being added. Mobile phones are a constant companion today and you are almost certain that the user will read the advertisement.
According to the USA-based digital research firm eMarketer, mobile ad spending will reach $35.4 million (Rs. 160 crore) in India. In India, mobile ad spending will grow from $20.8 million in 2009 to $35.4 million this year, $56.4 million in 2011 and $85.4 million in 2012.
eMarketer projects that mobile ad spending will reach $11.8 million in Brazil, $6.4 million in Russia and $223.2 million in China. The research firm also project that the mobile markets in BRIC nations (Brazil, Russia, India and China) provide a great opportunity for marketers to increase their dividends. While China will emerge as a significant mobile advertising market in 2012, in other nations this industry will see relatively modest growth.
The report states that with the increase in demand for smart phones and 3G network, mobile internet data usage will become a growth engine. Amongst the BRIC nations, India stands as the only exception where 3G roll out is yet to take place. The mobile markets in these nations continue to expand at a healthy pace and the mobile internet user populations in these countries are rapidly increasing.
As per eMarketer estimates, mobile internet users in India will grow from 5 million in 2009 to 162.1 million in 2014 with a CAGR (compounded annual growth rate) of 100.5 percent. The estimates give a clear year-wise growth as well. In 2010, mobile internet users in India will stand at 12.1 million which will go up to 30 million in 2011, 65.1 million in 2012 and 114.2 million in 2013.
All the BRIC countries have a rising middle and upper class that, according to eMarketer, are the ones purchasing smart phones with data plans to access the web via their mobile. Noah Elkin, Senior Analyst at eMarketer and author of the report BRIC Mobile: Emerging Markets Mature advises that the marketers interested in reaching the bulk of mobile consumers today should “focus on messaging campaigns and leave flashier mobile site development, applications and display campaigns for this small vanguard of smart phone users.”
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