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Mobile marketing to approach $20B by 2015

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New York—Mobile marketing communications expenditures in the U.S. totaled approximately $6.70 billion last year and are projected to reach $19.80 billion by 2015, according to a Mobile Marketing Association study. The “MMA Mobile Marketing Economic Impact” valuation comprised spending on mobile advertising, mobile direct response/enhanced traditional media and mobile CRM, which includes branded mobile sites and apps as well as brand-related social mentions. Of those three components, mobile advertising represented $3.06 billion last year and is expected to hit $9.21 billion by 2015; mobile CRM, valued at $2.96 billion last year, is projected to reach $7.67 billion; and mobile direct response is anticipated to grow from $669 million to $2.91 billion. The report was based on a six-month independent investigation into the impact of mobile marketing conducted by consultancy mLightenment in partnership with HIS Global Insight.
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