The ‘Mobile Market Trends: UK: Usage and Revenue Forecasts to 2015‘ report says revenue growth will primarily be driven by increased mobile advertising spend — especially around ‘conversational advertising’. The mobile advertising market is forecast to grow from £50.25 million in 2010 — 12% of total revenues, to £357.84 million in 2015 — 33% of total revenues, as advertisers increasingly target this direct channel.
At the same time, content and services will see revenues grow from £336.73 million this year, 83% of total revenues, to £703.53 million in 2015 — 64% of the total, with monetary growth coming from increased spend on mobile apps, mobile gambling and mobile games.
The apps market, in particular, is exploding and revenues over the forecast period are forecast to grow 350% from £28.29 million to £130.21 million — excluding games downloads. The apps market will contribute 9% of total content and services revenue this year and 19% by 2015, a CAGR of 28.5%.
Overall, mobileSQUARED estimates 81.04 million mobile subscriptions in the UK by the end of 2010, increasing 6% to 85.97 million by the end of 2015. Total subscriptions to 3G services and above will rise 62.2% over the period, from 31.59 million to 51.24 million, while users of more basic talk and text packages will fall almost 30% from 49.45 million to 34.73 million.
The full report is available from mobileSQUARED www.mobilesquared.co.uk/reports.