DIGITAL ADSPEND

Mobile’s share of digital adspend could grow to 70% in four years

By our News Team | 2022

Desktop’s share of digital adspend may become negligible over the next decade, as consumers increasingly use mobile technology to access the internet.

For marketers, the digital world is increasingly going mobile, which is evident in the advertising projections for the next few years. According to figures presented by a StockApps.com analysis, mobile’s share of digital advertising spending is expected to grow up to 70% in 2026.

In 2021, the percentage of mobile ad spending, versus desktop, was 60%. Looking back to 2017, mobile’s percentage of adspend stood at just 44%.

Thus, over the course of the nine years, mobile’s share of adspend is expected to grow by 59%, versus that of desktop-based digital ads.

In a blog post published on the StockApps website, Vyom Chaudhary, an editor at the company, says the estimates are that the share of mobile ads will increase by approximately 2% every year for the next five years.

Photo by Darlene Alderson from Pexels

Annual growth rate of digital adspend will slow

In 2018, the annual rate of growth of ad spending on mobile platforms was 11%. It fell to 9% in 2019 and further to 7% in 2020, Chaudhary explains. From 2021 onwards, the annual growth rate is expected to hover around 3 to 4%.

In the case of desktop-based adspend, the annual growth rate was at minus 9% in 2018, and it is expected to hover around minus 5-6% in the next five years.

“Even though the growth rate of mobile ads is expected to slow down in the coming years, it is evident that the digital ad industry is headed in only one direction: mobile,” notes Chaudhary.

“In the last few years, mobile phones and devices have become the preferred choice for users to access the internet. It’s hard to predict the technology in 2026 perfectly, but one thing is certain: that we are growing more and more mobile.

“Hence, it wouldn’t be a surprise to see desktop ad share become negligent over the next decade.”

Person wearing a beige sweater holds a phone with a translucent search bar reading 'search' and microphonecamera icons in the foreground

Search is fragmenting – credibility and trust create the new visibility

Online search behaviour has changed significantly with the rise of AI. How can African brands adapt to this new marketing landscape?

Person shopping at a deli counter holding an orange shopping basket in a cheese section of a supermarket

The move toward future-ready food packaging where materials meet AI

Researchers propose a framework for packaging that senses, learns and acts – making packaging an active, AI-powered tool against food waste.

Conference stage with a woman in a patterned dress speaking to an audience large screens display '' logos and banners for a marketers conference with 'institute of marketing in malawi' branding on stage panels and backdrop

Malawi’s marketers urged to put trust at the heart of the profession

Country needs marketers to build recognition and consumer trust around Malawian products and national brand, says Deputy Minister.

Lingerie brand creates street-stopping advertising in Manhattan

Fashion brand suspends giant lingerie high above the city’s streets, using shadows to create a moving billboard for pedestrians and motorists.

We know AI influencers aren’t real – so why do we trust them?

Researchers describe AI influencers as having a ‘dual identity’. Consumers evaluate both ‘person’ and ‘technology’ identities at once.

Hotel receptionist assisting a guest at the check in counter with a gray suitcase nearby behind the desk

Why trust has become a critical asset for hotel industry marketers

Reputation and trust, once modest influences on hotel choice, have become some of the strongest predictors of patronage, study finds.

Three people in formal attire pose for a photo at an awards event a woman in a pink dress holds a trophy while two men in suits stand beside her against a gold confetti backdrop

FNB bank’s eBucks programme dominates the 2026 SA loyalty awards

South African brands are increasingly setting the global benchmark for customer loyalty strategies, organisers say.

Portrait of a man with short black hair and a beard wearing a black button down shirt against a light gray background

Zambia’s strongest creative ideas are emerging from local truths

Global influences among younger consumers are still present, but they are being filtered through a distinctly Zambian lens.

Yellow humanoid robot at a bakery counter inspecting a display of donuts on display in front of glass cases

Consumers have doubts about products when they’re designed by AI

Researchers find that lack of perceived ‘genuine care’ is the mechanism connecting AI involvement to lower trust ratings.

Top african marketing voices confirmed for amc

Top African marketing voices confirmed for AMC 2026

Explore the 2026 AMC Conference speaker line-up. Top African marketing voices gather in Zambia to tackle AI, AfCFTA, and brand power. Register today.

Person holding two smartphones with app icons visible on their screens a large tv screen in the background shows colorful app icons

Broadcast Research Council confirms launch of total video measurement

New industry currency will bring South African television and online video audiences together in a single measurement system.