Parks Associates finds demand for mobile applications will help consumers overcome resistance to advertising

Mobile app market will reach $2 billion in 2010

Consumer demand for mobile applications will wear down resistance to in -app mobile ads, propelling the North American market to $2 billion by the end of the year, according to a new report by Parks Associates. Monetizing Downloadable Mobile Applications shows North American in -app ad revenue will surpass $860 million in 2014 and paid mobile app profits will exceed $4 billion.

"As appetites for mobile apps grow, consumers will become more accepting of in -app ads," said Heather Way, research analyst, Parks Associates. "Our latest report shows 46% of adults 18 -34 are either indifferent to in -app ads or willing to endure ads in free mobile apps."

CHART: -mobileapps.html

New digital technologies will give companies an edge with more creative and personalized advertisements. Parks Associates' analysts say Apple's iAd mobile advertising ad network is a good example of using novel and captivating ads to keep consumers engaged. The launch of this ad network has experienced early growing pains, with slow development and controversies over Apple's control of the creation process, but at least one advertising partner, Nissan, has reported better engagement with its interactive ads.

"Right now, consumer demand for mobile devices and applications shows no sign of abating, and the big players are responding," Way said. "Research In Motion (RIM) recently acquired Cellmania in order to expand the BlackBerry App World storefront, and we will see more acquisitions in this market as companies seek to enhance their offerings and their ad platforms."

Monetizing Downloadable Mobile Applications provides a comprehensive overview of the mobile application industry in North America (U.S. & Canada). The study examines business roles and strategies by industry segment. It assesses smartphone user growth, mobile application usage, and consumer ad preferences while highlighting business and advertising pricing models. Finally, the study provides implications and recommendations for industry investors and N.A. mobile application revenue forecasts. For more information, visit or contact 972 -490 -1113,

About Parks Associates: Parks Associates is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates creates research capital for companies ranging from Fortune 500 to small start -ups through market reports, primary studies, consumer research, custom research, workshops, executive conferences, and annual service subscriptions.

The company's expertise includes new media, digital entertainment and gaming, home networks, Internet and television services, digital health, mobile applications and services, consumer electronics, energy management, and home control systems and security.

Each year, Parks Associates hosts executive thought leadership conferences CONNECTIONS™, with support from the Consumer Electronics Association (CEA)®, and CONNECTIONS™ Europe. In addition, Parks Associates produces the online publication Industry Insights in conjunction with the CONNECTIONS™ Conference series. | | |

Mindi Sue Sternblitz -Rubenstein
Parks Associates
972 490 1113

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