At the MWC? Here’s what you need to know about the mobile advertising market in 2018


Whilst the Mobile World Congress (MWC) 2018 is in full swing we thought we’d share some important mobile advertising market facts from eMarketer.
According to the research company, a whopping 4.56 billion people are using mobile phones in 2018. That’s 61% of the population.
Of these, 64.6% are accessing the Internet from their mobile devices in 2018. Smartphones are being used by 2.6 billion people or 34.7%. However, eMarketer reckons this figure will shift upwards to two-fifths of the population by 2021.
Mobile does social
Meanwhile, the number of social network users is expected to jump 9.2% to 2.23 billion this year. A majority (84%) of social network users will be using their mobile devices to access social networks.
Over 88% of Facebook users are now accessing the platform via their mobile devices and eMarketer also predicts that 2 billion people are going to use smartphones for messaging apps in 2018.

Mobile advertising market
The mobile ad market globally is estimated to increase 27.2% to $181.59 billion this year. Spending is expected to reach $284.33 billion by 2021.
Mobile is predicted to account for 28.8% of total ad dollars spent worldwide in 2018. That figure is expected to rise to 37.5% in 2021.
At the same time, mCommerce is going to increase to reach $1.8 trillion this year – up from 33% in 2017. Indeed, mobile sales are accounting for 64% of all eCommerce sales this year.
For the first time, eMarketer data also points to more consumers than ever before using proximity payments at least once a month.