Mobile web surfing already accounted for 28.4 percent of Internet traffic last June, between smartphones and tablets, and that number has surely risen. The mobile web is growing 14 times faster than desktop traffic, as consumers interact with apps, social network and email from a slew of smart devices.

In line with that growth, eMarketer estimates that mobile ad spending around the world more than doubled in 2012 — from $4 billion in 2011 to $8.41 billion — and expects it to approach $37 billion by 2016.

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