Spend on mobile advertising could hit $100 billion next year, according to eMarketer, as budgets for tablets and smartphones prepare to rise 430% since 2013. 

The group sees mobile accounting for the majority of ad spend on digital channels by 2016 thanks to the continued adoption of smartphones and tablets by consumers worldwide. 

In China, for example, the country will host a quarter of the world’s smartphones – at two billion devices – leading to a total of $22.14 billion being ploughed into connecting with these users.

EMarketer sees this rising even higher in the US, with $40.24 billion going towards targeting consumers on mobile devices. 

Adoption drives ad spend, purchasing

While the US and China were crowned as the biggest markets for mobile ad spend, and Japan, the UK and Germany were cited in a similar vein, eMarketer said that certain trends in mobile adoption could be applicable across the world.

“Especially there [China] and in other emerging and developing markets, many consumers are accessing the internet mobile-first and mobile-only, so leading advertisers allocate their digital expenditure to mobile accordingly. 

“The proliferation of these mobile devices (smartphones and tablets) across the world is driving the shift in advertising from the desktop to reach these untethered, always-on consumers,” the firm commented. 

Separate research, unveiled last week, showed that mobile devices now drive the majority of all e-commerce transactions in certain parts of Asia, with a number of markets expected to report the same in the coming years.