The growing important of mobile marketing has been highlighted by a new report that claims ads aimed at users of the iPhone and Android platforms will account for more than a quarter of revenue from mobile apps by 2012.

In its study, consultancy Chetan Sharma said that overall mobile app downloads are forecast to rise from over seven billion last year to around 50 billion in two years’ time.

Revenue from apps, including paid downloads and ads, is expected to increase by 62 per cent from $4.1 billion (£2.6 billion) to $17.5 billion over the same period.

By 2012, the report said that revenue from online marketing services aimed at mobile users will account for 28 per cent of app revenue. In some developing markets, such as Brazil, India, China and Indonesia, this figure could top 50 per cent.

Earlier this year, Google introduced a new feature for its pay per click marketing service AdWords that allows users to specifically target their ads at particular mobile devices, like iPhones, or networks.

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