Britain becoming a nation of “dual” and “triple” screeners as mobile ad spend tops £203m
The Internet Advertising Bureau have revealed the results of their latest survey into Britons mobile habits, indicating that an explosion of mobile devices is increasingly creating a nation of so-called “triple screeners” – people who social network, surf the web and watch live TV simultaneously. This has coincided with a 157% increase in mobile advertising spend to £203m in 2011 on the back of brand investment in smartphone display ads. Some 53% of the UK population now own a smartphone device, prompting advertisers to increasingly turn to the medium as a display advertising platform. Jon Mew, director of mobile and operations at the IAB, said: “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.’’ This year the IAB also measured tablet specific advertising for the first time, finding that it accounted for £2.4m of spending in 2011.