Fifty-two percent of the global population – 3.9bn people – access the internet via a mobile phone, and advertisers spent an estimated $137.9bn to reach them last year, or $35.36 per user.

Data from WARC’s 12 key markets, which between them account for some three-quarters of global adspend (and 91.1% of all mobile spend – $125.6bn), show that mobile is the second-largest ad medium, and could overtake TV this year if current growth rates are maintained.

Of the 800 practitioners surveyed for WARC’s Marketer’s Toolkit, 71% expected a rise in mobile budgets this year, with most money going to Google- and Facebook-owned platforms.