NEW DELHI: The mobile appears to be leading the increase in media ad spending this year, at least in the United States.

Total ad investments will jump 5.3 per cent from last year to reach $180.12 billion in 2014, according to eMarketer, which tracks such spending. 

Mobile will lead this year’s rise in total U.S. media ad spending, and advertisers will spend 83 per cent more on tablets and smartphones than they did in 2013 — an increase of just over $8 billion.

By the end of this year, mobile will represent nearly 10 per cent of all media ad spending, surpassing newspapers, magazines and radio for the first time to become the third-largest individual advertising venue, only trailing TV and desktops/laptops, projects the company. 

Though investments in TV advertising will rise just 3.3 per cent, advertisers will spend $2.19 billion more on the medium than they did in 2013, making it the second-leading category in terms of year-over-year dollar growth, according to eMarketer. 

The surge on mobile advertising is attributed to the fact that consumers are spending more time with their devices, an average of two hours 51 minutes per day this year, compared to two hours 19 minutes the year before. 

Google and Facebook lead the top American digital ad-selling companies. The category will represent 18.2 per cent of total media ad spending this year, eMarketer projects.

Google alone accounts for more than 10 per cent of all advertising spending in the U.S, and in 2016, together Google and Facebook will take a 15 per cent share of the $200 billion total media advertising market.