In the first half of 2013, mobile netizens reached 460 million, occupied 75% of total netizens. In 2012, mobile app platform advertising market was 1.26 billion yuan (USD 205 billion). It is expected to reach 2.57 billion yuan (USD 417 million) in 2013. Mobile advertising will keep a fast growing rate in the coming years.
Since 2007, mobile apps experienced outbreak development, the number of apps went up dramatically. With high creation in mobile apps, users grew fonder and fonder. Advertising based on mobile apps also grew and gradually gained recognition from users. 2013 is the transition period of mobile advertising, early investment in mobile ads begin to get repay and boost the growing of the companies. The fierce competition in mobile advertising, platforms have built up their own features.