In a week where Apple revealed its plans for a streaming music service, eMarketer has shared some data on digital music, mobile downloads, mobile advertising, OS market share and mobile proximity payments.


US adults will spend an average of 43 minutes each day listening to radio services online and on mobile devices in 2015, eMarketer estimates, compared to 1 hour, 27 minutes for air radio.

Ad spending for online and mobile radio in the US will reach $2.75 billion in 2015, according to eMarketer, up 27.9% from $2.15 billion in 2014. By comparison, air radio ad spending will total $15.13 billion this year, up 0.5% from 2014.

Nearly 100 million US smartphone users will listen to music via streaming service or direct download in 2015, according to eMarketer. By 2019, that audience will reach 134.3 million, eMarketer estimates.

Music downloads are decreasing in share of the overall mobile downloads market, according to eMarketer, projected to total $550 million this year. In total, mobile downloads will total approximately $8 billion in the US in 2015, with a majority coming from ebooks ($4.25 billion). Games and video downloads will reach $1.22 billion and $850 million this year, respectively, both growing double-digits year-over-year.


While 92.9% of smartphone users and 90.3% of tablet users in the US will install at least one app on their devices this year, only 40.2% of mobile device users will actually pay to purchase an app at least once this year, according to eMarketer.

In 2015, mobile app-install ads will increase 80% to reach $3 billion in the US, up from $1.67 billion in 2014, eMarketer estimates.


Apple’s iAd took 2.54% share of the $19.2 billion US mobile advertising market in 2014, according to eMarketer, up from 2.44% share in 2013. iAd had 5.1% share of the $9.65 billion US mobile display advertising market last year, according to eMarketer, up from 4.9% in 2013.

Globally, the mobile advertising market reached $42.63 billion in 2014, and is expected to increase 61.1% to $68.59 billion this year, eMarketer estimates.


iPhone owners accounted 42.3% of all US smartphone users in 2014, according to eMarketer, up from 40.0% in 2013. By comparison, Android users accounted for 51.3% in 2014, up from 50.5% the previous year. In the UK, iPhone owners accounted for 30.8% of smartphone users in 2014, eMarketer estimates, up from 27.8% in 2013. Android users represented 55.9% of all smartphone users in the UK in 2014, up from a 53.3% share in 2013.

According to eMarketer, there were 77.1 million iPad users in the US in 2014, or 51.8% of all US tablet users. That market share was down from 54.5% of all US tablet users in 2013.  In the UK, the number of iPad users reached 15.7 million in 2014, up from 12.9 million in 2013, eMarketer estimates, but Apple lost market share last year, falling to 53% of tablet users from 57% in 2013.


US mobile proximity payments – defined as payments made with a smartphone at the point of sale in place of a credit card or cash – totalled $3.5 billion in 2014, according to eMarketer, and are expected to increase 156% this year to reach $8.95 billion. By 2016, that figure will grow to $27.5 billion, an amount that will more than quadruple again to $118.01 billion in 2018, eMarketer estimates.

There were 15.9 million US mobile proximity payment users in 2014, according to eMarketer, and by 2018, that figure will reach 57 million.

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