LONDON: The value of the market for mobile "apps", including games, will increase from $4.66 billion (€3.18bn; £2.93bn) this year to $16.6bn in 2013, while the number of consumers using smartphones worldwide will also more than double in this period, a new forecast says.

A wide variety of advertisers, including major multinationals like Procter & Gamble and Kraft, have turned to the iPhone as a way of trying to connect with consumers in the digital space.

Coca-Cola, the soft drinks giant, has also recently championed the use of mobile marketing, and Starbucks, the coffee house chain, introduced a new iPhone "app" just last week.

Wireless Expertise, the consultancy, has now estimated that worldwide smartphone sales will rise from 165.2 million this year to 422.9 million in 2013.

By this latter date, there will be around 1.6 billion people using these devices globally, amounting to 30% of the total market.

More specifically, Anuj Khanna, the company's ceo, argued in a report that revenue growth in this sector would be driven by "low-end mass market smartphones and mid-to-high-end feature phones."

He also credited Apple for reinvigorating what "was rapidly becoming a stagnant mobile content and services market".

Wireless Expertise predicted that Nokia would be one of the key rivals to the US firm in this area, with services like Google's Android and Microsoft'sWindows also playing an important role.

Over time, a number of niche "App Stores" may also develop serving specific communities, and brands will need to ensure they follow the latest trends in the industry if they are to reap the benefits.

"With over four billion mobile users around the world compared to approximately one billion PCs, mobile will become the ideal channel for businesses to reach their consumers," Khanna said.

Data sourced from Brand Republic/Wireless Expertise; additional content by WARC staff