According to the latest IAB Digital Adspend report, advertisers have spent a record six-month high of £3.04 billion online. British consumers spend a staggering one in every 12 minutes online, equating to 43 hours a month!
Fuelled by smartphone ownership reaching 68% of the population in June 2013, mobile advertising now accounts for 14% of all digital ad spend, which grew like-for-like by 127% to £429.2 million in the first half of the year, almost double that for the same period in 2012.
Total mobile display advertising, which includes video, increased like-for-like by 195% to £105.5 million in the first half of 2013 and for the first time, consumer goods has doubled its share in a year to 26.8%.
Another online first, the consumer goods sector overtook entertainment and media, as the biggest spender as a mobile display advertiser, and finance as the biggest spender on the digital display advertising platform.
Research also shows that the tablet ad spend for the first half of 2013 was around the £10.5 million mark, up from approximately £2.4 million for the first half of 2012. This increase in ad spend could be a result of the increase in tablet users – almost one in three consumers in the UK will be using a tablet this year, according to research from eMarketer.
By 2017, the eMarketer estimates that more than half of the UK population will use a tablet device regularly.
One explanation for such a radical increase is the increasing availability of low-end tablet alternatives. Last month, Tesco announced the launch of its own brand tablet, called Hudl, which will retail at £119, a mere quarter of the cost of Apple’s iPad!
Another reason for such an increase could be that as audiences are more accustomed with going online via mobile devices, they are becoming more ‘adjusted’ to using tablets, with the majority of tablet owners still in the 25-54 age range.