UK consumers are now spending more time on smartphones driving strong mobile ad spending

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eMarketer just released new research that finds UK adults are now spending an extra 25 minutes a day consuming digital content on their devices, compared to 2015. In 2016, UK consumers are predicted to spend an average 9:47 hours on media devices. Mobile devices make up 2:40 hours of that share. Consumption levels are expected to rise to 3:11 hours on mobile by 2018 and 10:16 hours for all digital media.

UK consumers spend an average 2:40 hours per day using mobile devices



Digital media, this year, makes up half of total media consumption in the UK, driven by strong smartphone usage. 62.3% of consumers are using their smartphones in 2016.

Smartphone time will be gaining 18.3%, driving the overall digital growth rate of 8.9%. TV and radio will experience a small decline of 1% whilst print media is forecast to drop a whopping 4%.

Smartphone time spent per day increases 18.3% in 2016

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Whilst consumer time on mobile is growing fast, mobile ad spend is rising even faster. This year, for the first time, mobile ad spend will account for 28.8% of total ad spend, compared to 27.2% of time spent with media. This gap continues to widen and by 2018 mobile will account for 40.1% of ad spending and 31% of media time.

Mobile makes up 28.8% of ad spend this year



Bill Fisher, Senior UK analyst, eMarketer, says:


“The ad spend balance is clearly tipping toward mobile in the UK, which isn’t all that surprising given the rate at which consumers are shifting their media time to this environment. However, advertising on mobile is hard, and there are multiple facets to any mobile strategy, which is perhaps why the speed at which ad spend is flooding into mobile is even outpacing the rate at which UK consumers are moving their time there.”