Driven by increasing consumer adoption of mobile devices such as the smartphone and iPad, mobile proximity marketing is forecast to reach $760 million in 2011, and swell to nearly $6 billion by 2015, according to a report by Borrell Associates.
An estimated $200 million will be spent on mobile proximity marketing in 2010, almost entirely (97%) by large national companies that have retail stores in many markets. As proximity-based technologies begin to mature, smaller local businesses are expected to enter the market, helping to propel it to nearly 30 times its current size by 2015.
Mobile proximity marketing now accounts for a very small portion of overall mobile promotions spending—an estimated 7% in 2010. In 2011, that share will increase to 12.5%, and by 2015, proximity-based marketing will account for roughly 29% of all mobile marketing spending.