Spending on mobile advertising will increase 74 per cent during 2009, a new report has predicted.

According to research by Gartner, investment in the sector will reach $913.5 million (£563.4 million) this year.

However, the company does not expect spending on mobile marketing to really begin to accelerate until 2011, with the market estimated to be worth over $13 billion by 2013.

"After 2011, the trend will continue as smartphones and flat-rate data plans become more affordable to mainstream users," the report stated.

Smartphone use will rise in the coming years, Gartner predicts, with sales of such devices expected to account for 45.5 per cent of the total market by 2013. And the increased adoption of global positioning system (GPS) technology will also drive mobile marketing, the report - titled Mobile Advertising Grows Quietly - said, as applications using GPS "now provide a much simpler and more cost-effective means of achieving location targeting".

Earlier this year, the Internet Advertising Bureau and PricewaterhouseCoopers issued a report showing that mobile advertising spending in the UK rose by 99.2 per cent in the UK during 2008. A total of £28.6 million was invested over the 12-month period, the firms found.