Recently the people over at Jana put together an interesting infographic on the future of mobile advertising in emerging markets. Through their research they found the global middle class is expected to increase from 1.8 billion people today to 3.2 billion by 2020 and possibly 4.9 billion by 2030. In addition, middle class spending is expected to balloon from the current $21 trillion to $51 trillion by 2030. They expect 85% of this growth to come from Asia. The emerging market base has been expanding so steadily it’s been dubbed The New Billion.
Additionally, Jana found there are 5.3 billion mobile subscribers globally – that’s 77% of the world’s population. Of that 5.3 billion, 73% (3.8 billion) are based in emerging markets. What differentiates the emerging markets from the U.S. and United Kingdom, however, is the prevalence of prepaid mobile – more than 80% of emerging market mobile phone consumers are on prepaid plans. This difference in the consumer base opens the door to new mobile advertising campaign opportunities. For instance, 74% of mobile users in Brazil (where a call can cost $0.77 a minute on prepaid) said they were positively willing to receive advertisements through their devices in exchange for airtime. The app development company Pinger is already doing something similar here in the States with its Textfree Voice + VM iPhone app that allows users to earn airtime minutes by watching advertisements and participating in surveys. With anticipated skyrocketing growth, wide adoption of mobile technologies, and the willingness to barter their attention for airtime, emerging markets may just be the next big thing for advertisers.