A boom in smartphone and tablet sales has contributed to a near doubling in mobile advertising spend to over £1bn over the past year, according to new research published by the Internet Advertising Bureau and PwC.
The figures show advertisers flocking to handheld devices through 2013 as the display advertising market for mobiles surged 93 per cent on the previous year – fuelled predominantly by a 63 per cent increase in tablet ownership.
It brings the total number of Britons who own a tablet device to 18m, with a clear majority (60 per cent) citing the medium as their preferred route to the web.
IAB director of research and strategy Tim Elkington said: “The tablet has moved from the offices of early adopters to the nation’s living rooms,”
“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.”