As advertisers keep pouring money into television, print and other mediums, they are missing out on a $25 billion window of opportunity, venture capital firm Kleiner Perkins Caufield & Byers said Wednesday.
The firm said in a report that, while Americans spend 24 percent of their time using their mobile devices, the same amount of time they spend on the Internet, advertisers only spent only 8 percent in mobile advertising last year leaving a $25 billion window of opportunity for ad spend.
Total TV ad spend for 2014 constituted about 41 percent, while Americans spend about 37 percent of their time watching. Advertisers spent 18 percent of their money in print ads, even though Americans only spend about 4 percent of their time on that medium.
Global growth in Internet users and smartphone subscriptions slowed down again last year, the report added.
Internet user growth for 2014 dropped to 8 percent from 10 percent in 2013, while smartphone subscription growth eased to 23 percent from 27 percent during the same time period, the firm's partner Mary Meeker wrote. (Meeker was a star Internet analyst during the first dot-com bubble era, and years after leaving Wall Street her annual report is still required reading in the tech community).
The report also indicated that advertisers in the U.S. are still underspending in mobile ads, when considering the amount of time people spend using their mobile devices.