Dive brief: 

• Marketers are closing the gap between how much media is consumed on mobile devices and how much marketing budget is allocated to mobile. 
• On average, marketing budgets are devoting $242,750 to mobile which—over twice what was spent in 2011. The number of marketers spending over $300,000 annually on mobile has quadrupled since 2011. 
• The increase in marketing spend is growing in response to the growth in mobile use. The average U.S. adult spends 2 hours and 21 minutes on a mobile device, up from 48 minutes in 2011. 

Dive insight: 

The increase in mobile marketing spending should come as no surprise as mobile usage increases. Marketers still have some catching up to do in executing mobile marketing effectively, though. Before marketers can claim real competence in mobile marketing, the industry must jump major hurdles like device fragmentation, lack of standardized metrics and lack of experience. But increasing the budget is a good place to start, especially in tackling the lack of experience.