US mobile marketing budgets are predicted to rise 26% this year, according to a new forecast from the Mobile Marketing Association.
Total spend will grow from $1.7 billion this year to $2.16 billion, although mobile will take just 1.8% of total marketing budgets.
Half of brands and agencies polled by the group said they were experimenting with some type of mobile marketing; SMS text campaigns are the most common, followed by mobile websites and mobile email marketing.
A recent Netpop report revealed that mobile internet access increased by 36% in the US last year, with 18 million Americans aged 13 and above connected to the mobile web (see US mobile internet access increased 36% last year).
Magna’s latest global advertising forecast predicted that US mobile advertising will grow by 36% this year, rising from $169 million in 2008 to $229 million during the course of 2009 (see US mobile advertising to grow by 36%).
Although these figures represent downward revisions from Magna’s previous forecast, which was released in the middle of 2008 before, Magna said it expects “a re-acceleration in 2010”.
