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by mobile markets in BRIC nations (Brazil, Russia, India and China) to expand their dividends. China will experience a somewhat modest growth in other nations in 2012; however it will emerge as a significant mobile advertising market in the same year. As per the predictions from eMarketer, mobile ad spending might touch $11.8 million in Brazil, $6.4 million in Russia, $35.4 million (Rs 160 crore) in India and $223.2 million in China. India, which saw mobile ad spending grow to 20.8 million in 2009, will witness growth to 35.4 million this year, while in 2011; it will reach to $56.4 million and $85.4 million in 2012. There is a great chance for mobile internet data usage to become a growth engine due to an increase in demand for smart phones and 3G network. The report suggests, "Amongst the BRIC nations, India stands as the only exception where 3G roll out is yet to take place." India will see a growth in mobile internet users from 5 million in 2009 to 162.1 million in 2014 with a CAGR (compounded annual growth rate) of 100.5 per cent. The predictions by the report also suggest a clear year-wise growth as well. While in 2010 mobile internet users in India will touch 12.1 million, it will grow up to 30 million in 2011, 65.1 million in 2012 and 114.2 million in 2013.
Mobile Ad Spending in BRIC Countries
Messaging currently offers marketers the greatest opportunity
NEW YORK (Mar. 17, 2010) ²For marketers looking to break into mobile and get the most from their investment in BRIC countries (Brazil, Russia, India and China), targeting a more specialized audience may help them ring up dividends. eMarketer projects that mobile ad spending will reach $11.8 million in Brazil, $6.4 million in Russia, $35.4 million in India and $223.2 million in China in 2010.
³Mobile advertising is still in a relatively nascent stage across the BRIC countries, and each market will develop along a different trajectory,´ said Noah Elkin, eMarketer senior analyst and author of the report, ³BRIC Mobile: Emerging Markets Mature.´ China, which has the largest mobile subscriber and Internet population, will emerge as a significant mobile advertising market by 2012, although spending will still be low relative to the size of its user base. In Brazil, India and Russia, spending levels across the primary mobile advertising channels²messaging, display and search²will remain modest.
Given the high concentration of SMS usage. and it is these consumers who are purchasing smartphones with data plans to access the Web. especially relative to the low level of mobile Internet usage in all the BRIC countries but China. messaging-based campaigns will provide marketers with the widest exposure to mobile consumers.The small vanguard of smartphone users does represent an attractive audience. but it is not yet sizable enough for marketers to make it their exclusive focus. All the BRIC countries have rising middle and uppermiddle classes with increasing disposable incomes. marketers will have more sophisticated opportunities to engage mobile users. . However. as smart devices proliferate and consumers¶ appetites for advanced applications such as video increase. Segmentation is a key success strategy.