Advertising, video and wearable tech - the biggest emerging mobile trends for 2014

EMERGENCE OF VIDEO ADS: Citrix calculates that 2% of a smartphone owner's daily mobile data use is down to ads, and as more companies move to video ads, this percentage is going to rise. - AFPRelaxnews 2014

The report, published this week, shows that the audience for mobile ads has grown by almost 100% over the past 12 months and that one-in-20 ads pushed to smartphones and tablets is now in video form.

However, as well as collecting and crunching data, Citrix's quarterly Mobile Analytics Report also combines the results of consumer questionnaires, and the majority of smartphone owners don't realize that ads served to them over a 3G or 4G/LTE connection actually end up costing them money.