New IAB Survey Reveals Increasing Surge in Mobile Retail Popularity

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22nd June 2012 12:28 - Retail

Market research by the Internet Advertising Bureau (IAB) has uncovered the extent of British mobile habits.

The massive surge of mobile device uptake in the UK is increasingly creating a nation of what has been termed “triple screeners” – people who simultaneously surf the web, engage in social networking and watch live TV.

Around 53% of the UK population now own a smartphone device – this has given rise to the trend of advertisers increasingly targeting mobile platforms for display advertising.

In addition, this year for the first time the IAB also measured tablet specific advertising – they discovered it accounted for £2.4m of overall spending in 2011.

The survey findings coincide with recent findings that there has been a 157% increase in mobile advertising spend to £203m in 2011, resulting from brand investment in smartphone display ads.

Director of Mobile and Operations at the IAB, Jon Mew, commented: “This study proves just how engrained mobile has become within both brands’ and consumers’ day to day lives. With 26 million smartphone owners now in the UK – the opportunities for brands to interact with consumers in a more innovative and relevant way are endless. So it’s no surprise to see mobile advertising continuing to grow at such an overwhelming and encouraging rate.’’

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