As per Avendus Capital, there are nearly 50% mobile-only internet users, possibly the highest worldwide compared to 20-25 % across developed countries. While mobile advertising market is estimated to reach Rs 2,800 crore by 2016 from Rs 180 crore presently, the paid app market is expected to grow from Rs 150 crore in 2012 to Rs 2,000 crore by 2016.