Part of this comes from the growth in receiving mobile ad messaging across a broader range of electronic devices, according to the Williamsburg, VA-based media researcher. Right now Borrell says one in every five computing devices can receive mobile app advertising in 2010. But that this will triple to three in five devices by 2015.
Fifteen percent of the $8 billion business, or $1.2 billion, will come from local advertising. This year will end with $305 million in mobile app advertising -- more than doubling in 2011 to $685 million.
Borrell also notes the average smartphone has 22 mobile apps -- but says only 5% of this apps stay on the phone after six months. Eighty percent of mobile apps are free; but of those that are paid, Borrell says, consumers have spent a collective $1.5 billion.