Asia-Pacific leads in mobile marketing and advertising spending

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New York—A new study by ABI Research found that the Asia-Pacific region leads the world in mobile marketing and advertising, driven by highly broadband-enabled Japan and South Korea and the rapid social adoption of mobile Web applications.

ABI’s “Mobile Marketing and Advertising” forecast that mobile expenditures in the region, spurred by the wide popularity of SMS text messaging and ad-supported games and applications, will hit $7.7 billion by 2011, compared with the $16 billion-plus expected to be spent worldwide by that year.

ABI also indicated that worldwide spending on mobile marketing and advertising in 2009 would be “at least flat compared to 2008 if not slightly growing,” which it characterized as “encouraging compared to the numbers for advertising in other media.”

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