Marketers often agonize over how much exposure they need on the all-important three screens that now capture a huge amount of consumer attention. It’s that third screen – the mobile device – that is the focus of more marketer attention. Perhaps because these third screens are attracting a quickly growing audience.
eMarketer predicts the mobile content revenue market will surge to $3.35 billion in the next three years. The projected 20% compound annual growth rate of this sector overall is linked to increased demand in 3 areas: Gaming, music and video. By 2014, here’s the projected value of each of these sectors:
- Gaming $1.514 billion
- Music $.677 billion
- Video $1.342 billion
eMarketer analysts point out that mobile music will experience the biggest increases as the market matures. Consumers will increasingly move from ringtones to full-length songs. By 2014, 52 million consumers or 19.8% of all U.S. adults will be active in this market. Gaming, on the other hand, will continue to reign as the largest mobile content sector. Analysts expect the financial well-being of this segment to be linked to both downloading and advertising. And video will continue its healthy growth rate because of the "emergence of viewing options outside the carrier networks."
Noah Elkin, eMarketer senior analyst, says “[t]he decade ahead heralds a wholesale shift in the content consumption experience.” As more content becomes available for mobile consumption, marketers will likely shift ad budgets to the same arena.[Source: Mobile Content Soars Thanks to Device and Network Advances. Emarketer.com 31 Aug. 2010. Web. 9 Sept. 2010]