QUICK HIT: Revenues from Mobile Will Surpass Desktop at Google
Google now makes more money from mobile than from the desktop (at least globally) according to eMarketer's recent estimates of ad revenues at major publishers.
The shift in share of Google’s U.S. ad revenues from desktop to mobile was quite dramatic between 2015 and 2016. Last year, for example, eMarketer estimated that approximately 60 percent of the company's net U.S. ad revenues came from desktop placements. This year, however, it will be "almost exactly" 50/50 accprdmg to eMarketer, with desktop revenues coming in with a very slight 0.6-percentage-point advantage. But by 2018, more than 60 percent of Google’s net U.S. ad revenues will be coming from mobile spending.
Google is already passing this milestone this year on a worldwide basis: About 59.5 percent of the company’s net global ad revenues will come from mobile Internet ads this year, up from about 45.8 percent in 2015. By 2018, nearly three-quarters of Google’s net ad revenues worldwide will come from mobile Internet ad placements.