Almost three-quarters (72 per cent) of mobile ad impressions in the UK come from apps, rather than mobile web, compared to the 31 per cent of ads viewed on apps globally.
The research, carried out by Opera Mediaworks as part of its State of Mobile Advertising report, also found that UK mobile advertising features video far more prominently than the global average, with 30 per cent of rich media mobile ads including video, compared to 2.5 per cent worldwide.
The data comes from mobile advertising traffic across Opera Mediaworks’ global platform and is based on the 65 billion impressions it receives from 14,000 mobile websites and apps.
It found that it the UK, Apple leads for ad impressions, with 55 per cent coming from iOS systems, while BlackBerry accounted for 16 per cent in the UK – compared to 1.14 per cent globally.
Mark Slade, EMEA MD of Opera Mediaworks, said: “The dominance of apps, and in particular iOS over Android, show that in-app advertising is a must in the UK market. As well as offering a greater penetration of the UK audience, it also offers a range of advanced rich media formats and targeting options.
“The picture of the UK that this report paints is clear – it’s a relatively wealthy, discerning, news-addicted market with strong mobile networks that support rich media advertising. The data shows that the UK is outperforming significantly when it comes to mobile ads, which is something that brands and agencies should take into account when it comes to planning campaigns.”
Opera Mediaworks discovered that mobile devices, food & drink and automotive are the top advertising categories by volume, while games, mobile services and sports receivethe highest click-through rate (CTR).
This comes on the same day as it is revealed that 36 per cent of top 100 brand sites in UK are not mobile optimised.