The marketing potentials of a boom in mobile entertainment have not yet been fully realised.
This is according to Windsor Holden, the principal analyst at Juniper Research, who said that although mobile advertising really took off in 2010, "it still accounts for a tiny proportion of global advertising budget".
"But what we're seeing is firstly, that digital channels are gaining a greater share of overall ad spend, and secondly, that a greater proportion of digital spend is migrating to mobile," he added.
Juniper Research provides research services to the global hi-tech communications sector, delivering consultancy, analyst reports and industry commentary.
Stuff magazine has claimed that the popularity of the Android operating system is largely down to "the diversity of hardware available" for the platform, wireless communication device manufacturers may be interested to learn.
The latest Q2 2011 smartphone market estimates from Canalys said that Android boasts 48 per cent of the global market share.
Posted by Simon Jones