Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

IDC also forecasts that worldwide business-to-consumer mcommerce will increase from$80 billion in 2011 to $554.7 billion in 2016, reflecting an annual compound growth rateof 47 percent.Again the trend will be more pronounced in the U.S., with B2C mcommerce growingfrom $15.2 billion to $72.8 billion at a growth rate of 43 percent. The share of total B2Cspending in the U.S. will grow from 6 percent to 18 percent.Consumers abandon PCsIn the U.S., consumers have begun to abandon PCs as Internet access gravitates towardmobile devices as the default platform for Internet use. PC use is expected to top out in2012, with the number of PC users declining in subsequent years.At the same time, the number of mobile users will grow at a compound annual growthrate of 12.8 percent and will outnumber PC users by 2015.Western Europe and Japan are about two years behind the U.S. when it comes to usingmobile to access the Internet. The trend is being driven by the growing penetration ofsmartphones and media tablets.The number of mobile users will grow from 174 million in 2011 to 265 million by 2016.The number of users who access the Internet exclusively through mobile devices willtriple from 18 million to 55 million during this same period, reflecting an annual growthrate of 35 percent.The numbers also suggest that PC‘s share of many online activities will also decrease.For example, IDC forecasts that the share of users who access social networks such asFacebook on PCs will decline from 66 percent to 52 percent by 2016.Other Internet activities expected to be affected by the growing use of mobile includesphoto sharing, maps and direction and online shopping will decline from 74 percent to 68percent.The tablet effectLast year, 68 percent of mobile advertising spending in the U.S. was for ads that appearedon mobile phones, 23 percent on media tablets and ereaders and 9 percent on othermobile devices such as the iPod touch.However, IDC expects media tablets – with consumer adoption growing quickly – tohave a 41 percent share of mobile advertising spend while 46 percent goes tosmartphones and 14 percent to other devices.While today, half of mobile ad spending goes toward browser-based ads and the otherhalf toward app-based ads, IDC forecasts the app-based share will continue to grow andreach 58 percent share by 2016.165