While online advertising still far surpasses the advertising appearing on smart phone apps (by a factor of 12 to 1), the potential for app advertising to surpass online sales is there. This stunning fact comes from a study done by Flurry, a "mobile apps analytic company" which extrapolated from its own data.
Collecting figures from 100,000 apps used on smart phones, Flurry noted that "the average app session is 4.2 minutes and 4.3 ads are shown per session," as reported by TechCrunch.com. The booming market for apps for iPhones and Androids has reached 600,000 in number, and shows little sign of stopping.
Based on the growth rate of advertising, by the end of 2012, the company speculates that app advertising could pull in as much as $4.5 billion per month. Although some of this may be wishful thinking on the part of those who follow and focus on the smart phone market, clearly this is an area of wild growth. It's also important to note that now, the advertising pulled in ranges from $700 million to $1.1 billion. That's still an astonishing number.
Does this mean that there will be a rush away from "traditional" online advertising to app advertising? Clearly, smart phones are becoming essential tools in daily life. Much as the market dropped from traditional advertising sources (newspapers and magazines) in favor of online ads, so too may the trend find itself leaning more heavily on mobile phone advertisements in place of online ads.
For now, those placing the ads are moving cautiously. However, there's no denying the public attraction to apps and their potential for growth.
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