London agency ZenithOptimedia predicts that in 2015, for the first time, spending on mobile advertising will outpace spending on newspapers in the United States, reports Media Life magazine, which also stated:
Specifically, in 2015, mobile will attract $30.5 billion in spending, including social media, display, search and other subcategories, up 54 percent from last year. By contrast, newspaper spending will fall 7 percent, to $19.87 billion, an all-time low and less than half what was spent just seven years ago.
“Digital continues to grow at the expense of print media as consumers shift their attention to consume content via mobile apps and other digital outlets,” notes the forecast.
Of course, forecast after forecast has pointed out the rosy prospects for mobile, which has more than quintupled spending since 2011, the first year ZenithOptimedia began tracking mobile ad dollars.
The majority of Americans, 64 percent, now own cell phones, according to the Pew Research Center, and 43 percent own a tablet, according to the Global Web Index. That means a lot of people on mobile devices, and advertisers are eager to reach them there.