Consumers globally will spend US$26.1 billion on mobile apps and games in 2012, up 30.7 percent from 2011, according to research from Strategy Analytics, making this the second largest category for consumer mobile media spending after data plans and web browsing.

During 2012, more than 32 billion apps will be downloaded globally, up 38 percent from the 23 billion seen in 2011.

According to Strategy Analytics, the strength of the apps industry is also being seen among advertisers, with spend for in-app advertising across the US and major western European markets of US$1.7 billion in 2011 having already outstripped the US$934.5 million spent on mobile web campaigns.

David MacQueen, Strategy Analytics’ director of Wireless Media Strategies, noted:  “Advertisers chase eyeballs so the fact that brands spend more on in-app advertising than the mobile web is a clear sign that apps are what consumers are glued to for an increasing range of activities. In the eyes of many advertisers, web browsing on the smartphone is playing second fiddle to the app economy.”