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Mobile advertising revenue in the UK is set to overtake newspapers for the first time this year and will have overtaken all print advertising by 2015, a new study has claimed.
Market research firm eMarketer's latest ad spending estimates put mobile revenue at £2.26bn in 2014 – up 90 per cent year on year.
It said mobile would account for 15 per cent of all media advertising this year, compared with 13.8 per cent for newspapers, and that by next year it will reach 21 per cent – overtaking print's total of 17.3 per cent.
The firm's latest study said: "Continued robust growth in the mobile channel is driving the bulk of digital ad growth in the UK.
"eMarketer estimates that mobile will account for nearly one-third of all digital ad spending this year, with this figure rising to more than half by 2016."
It estimates that mobile advertising will become the single largest channel in the UK market within three years, overtaking television.
Another report published last summer, published by media buying specialist, Group M, said UK newspapers were set to lose almost £400 million in print advertising over two years, with print media across the board remaining "in their own deep recession".