According to a report from UK-based Jupiter Research, advertising in smartphone applications will increase to US$7.1 billion by 2015, up from US$2.4 billion in 2012. The increase in spending will be primarily due to greater use of rich media in ads as well as increased application usage by consumers, according to the report. The company expects mobile advertising spending to triple by 2017. The report also found that North America and western Europe will account for 60% of total advertising spending by 2017. "Mobile advertising gives marketers the chance to reach consumers on a more personal level than any other type of advertising," said report author Charlotte Miller. "Creating immersive and entertaining experiences to attract the attention of the consumer is essential for marketers wanting to take advantage of the massive increase in app usage."