Is the size of Mobile marketing really big in the US?

According to Ravi Kiran, chief executive officer, South Asia and emerging market leader, specialist solutions, Starcom MediaVest Group,

Of the overall interactive or digital marketing budget, marketers allocate only 1.3 per cent on mobile in the US and Europe, and 2.5 per cent in Asia. Advertisers in Africa allot more than 50 per cent of their total interactive budgets to mobile…(source afaqs)

I guess in terms of percentage mobile marketing in the US could be small but in absolute dollar terms, it must be pretty impressive. IDC predicts mobile advertising will grow nearly 10-fold in the next 10 years, to $1.8 billion from $220 million this year. That’s strong growth, but starting from such a small base, the total in five years will still account for only a small fraction of digital advertising.

Mobile marketing may not be a big success in small towns. We need to wait and see how mobile marketing will pan out in Tier-2 cities of India.