Merchants running mobile advertising campaigns claim that between 5 and 10 percent of their digital purchases are coming from mobile devices, an executive with mobile advertising network Mojiva Inc. told Mobile Commerce Daily.

Such sales in the United States are expected to hit $5.3 billion in 2011, up 83 percent from a year ago, according to Barclays Capital. Mobile advertising is poised to play an increasing role in driving consumers to commerce-enabled mobile applications, sites and landing pages, Mobile Commerce Daily said.

“E-commerce over mobile devices is already a burgeoning aspect of our industry, but the introduction of devices like Apple’s iPad, the Motorola Xoom and other Honeycomb devices, as well as mobile gadgets with a larger screen, means that the true desktop-on-the-go experience we’ve all been talking about for years is actually happening,” said Tony Nethercutt, Mojiva’s San Francisco-based general manager for North America.

“Mobile advertising is creeping ever so close to the full Web experience, and we expect mobile consumers to increasingly adopt that as their standard environment for making purchases,” he said.

“Advertisers are telling us today that 5 to 10 percent of their digital purchases are coming from mobile devices, and they know that number will only go up once they make more aggressive investments in mobile.”

In the United States, mobile online shopping rose from $396 million in 2008 to $1.2 billion in 2009. That represents more than a threefold increase in one year, indicating significant consumer interest.

ABI Research said the mobile online shopping market in Japan exceeded $10 billion in 2009, Mobile Commerce Daily reported.

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