The mobile ad spend has doubled to break the £1bn mark, meaning mobile advertising now accounts for £1 in every £6 of digital advertising. Furthermore, the tablet-dedicated as spend is up 400%.
The rise in spend comes as over one in four British consumers now owns a tablet. Advertisers spent a record £6.3 billion in 2013 to reach people surfing the internet across an increasing array of devices, according to the latest Internet Advertising Bureau UK (IAB) Digital Adspend report, conducted by PwC.
Over one third (36%) of people accessing the internet are now doing so via tablets, according to UKOM/comScore, as tablet ownership grew 63% year-on-year from 11.0 million to 17.9 million Britons in February 2014. Due to the proliferation of new devices, two-thirds of people online now access the internet using a PC/laptop and one other device – such as a smartphone or tablet.
Almost six in 10 (57%) tablet owners online say it’s their “go-to” device to surf the internet at home and two-thirds of owners (66%) say it’s easier to go online using a tablet. Almost two-thirds (65%) like to use them while watching TV.
Banking/finance is the area of people’s lives that would be most affected without the internet or mobile phone – cited by almost half (48%) of Britons online – followed by keeping up with current affairs (37%) and relationships with friends and family (35%).
“Digital advertising continues to grow at impressive rates simply because marketers are becoming more responsive and savvy to the increasing ways people consume content across different devices,” says Tim Elkington, Director of Research & Strategy at the UK’s Internet Advertising Bureau.
“Mobile is now more of a story-telling tool for advertisers rather than just an information device. Almost half of mobile ad spend is accounted for by TVs biggest advertiser categories – consumer goods and entertainment brands – which is testament to how important mobile has become for brands.”
“However, there’s still a lot of work for the industry to do when it comes to tablet advertising. Spend on ads designed specifically for tablets is growing fast but it’s still a very small part of the pie – despite the increase in tablet ownership, and the crucial role they play in people’s internet use at home. The tablet has moved from the offices of early adopters to the nation’s living rooms and advertisers should be following suit.”
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