20 March 2012 - 8:54am | posted by | 0 comments

Britain becoming a nation of “dual” and “triple” screeners as mobile ad spend tops £203m

Britain becoming a nation of “dual” and “triple” screeners as mobile ad spend tops £203mBritain becoming a nation of “dual” and “triple” screeners as mobile

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.

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

Invitations With Gravitas

29/01/2015
Denmore Press - Prestigious Invites & Bespoke Envelopes...

The Dogs Trust relaunch with a responsive website!

29/01/2015
The challenge Dogs Trust, the largest dog welfare charity...

Responsive Website for B2B publisher Incisive Media

28/01/2015
How do you bring a major B2B publishing firm’s website into...

The Launch of the New Generation Hyundai i20

28/01/2015
The start of 2015 marked the launch of the New Generation...

Generating Coverage is Plain Sailing for Cruise Nation

27/01/2015
The Rooster team has continued to generate high levels of...