Investment in mobile advertising spend on the rise
More is being spent on mobile advertising in the UK as the use of devices like smartphones and tablets increases, according to a new report.
The Internet Advertising Bureau's (IAB's) 2011 Mobile Adspend Survey has revealed that companies are increasingly concerned with reaching consumers through mobile platforms as m-commerce becomes an increasingly important part of the retail landscape.
Advertising on mobile devices soared by 157 per cent over the course of 2011 to reach a record high of £203.2 million, the survey found.
This comes as mobile users become increasingly comfortable with purchasing items over their devices - a recent IAB report revealed 24 per cent of people have done so, with this figure likely to rise as smartphone penetration increases in the UK market.
Multichannel is also likely to be a growth market over the coming years, with 38 per cent of survey respondents admitting they had used a mobile device while shopping in a bricks-and-mortar store, a 35.6 per cent year-on-year increase.
Jon Mew, director of mobile and operations at the IAB, said the study indicated how crucial m-commerce has become to both consumers and businesses.
"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," said Mr Mew.
This was echoed by PricewaterhouseCoopers strategy manager Anna Bartz, who argued that advertising on mobile platforms is gaining increasing traction and influence, with more people becoming comfortable shopping for goods over their smartphones and tablets.
"The rapid adoption of smartphones and tablets means mobile is offering a compelling new way for brands and advertisers across all sectors to reach people," she added