Call it a sign of the times. As online consumer habits continue to migrate from desktop to mobile, so too have marketers witnessed a shift in the platforms accounting for their revenues. As a result, more marketing executives now predict an increasing share of their business will come from mobile within the next two years.
The results come from an annual industry survey released by AdMedia Partners, which polled more than 6,000 global senior executives at marketing, advertising and digital media companies regarding mergers and acquisitions prospects for the coming year. The survey was conducted during 2015's fourth quarter.
Currently, 14 percent of marketing executives claim that mobile accounted for at least 40 percent of their revenues, while nearly two-thirds — 63 percent — reported that mobile revenues accounted for less than 20 percent of their revenues this year.
However, when asked to predict the businesses climate for the next two years, a majority of marketing executives — 65 percent — forecast mobile revenue growth of at least 15 percent for 2016, and more than a third — 35 percent — expect mobile to comprise more than 40 percent of their businesses in the next two years.
Only 24 percent expect mobile to comprise less than 20 percent of their revenues by 2018.
Overall, while 46 percent of marketing executives claimed that digital is currently at least 40 percent of their revenues, 74 percent of respondents now predict that digital will represent at least 40 percent of their revenues within the next two years.
AdMedia Partners' 2016 Market Survey — the 22nd annual survey to be conducted by the M&A advisor — can be found here.
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