Our councils and working groups

The mobile opportunity

The average household now owns 7.4 internet devices

1.7Smartphones1.3Laptops1.2Tablets1.0Games consoles0.6Desktop computers0.5Connected TVs7.4Source: YouGov

Ed MilibandNicola Sturgeon

Ed Sturgeon

Time spent online

Source: IAB & UKOM / comScore

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Time spent online by device

Source: IAB & UKOM / comScore

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Two thirds(68%) of smartphone owners would be anxious if they accidentally left their mobile at home

Source: IAB mobile, tablet and other media

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We challenged people to spend just one day without their smartphone.Source: IAB mobile, tablet and other media

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We challenged people to spend just one day without their smartphone.Source: IAB mobile, tablet and other media

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What does this all mean to UK businesses?

News consumption is mobile first

69% of people said visiting a non optimised website was a frustrating experience

84%of the top 250 UK advertisers have a mobile optimised site

Source: IAB top 250 mobile audit

It isnt about mobile in isolation

25% of us have been prompted by outdoor media to look up more information on their smartphone or tabletSource: IAB mobile, tablet and other media

Is advertising spend following the consumer?

SOURCE: IAB / PwC Digital Adspend H1 2015

SOURCE: IAB / PwC Digital Adspend H1 2015

Display increased share of mobile spendOther = classified, SMS and remaining formatsSOURCE: IAB / PwC Digital Adspend H1 2015Category H1 2014 ShareSearch55%Display44%Other1%

Content & Native (inc. in-feed) is half of mobile display* Standard display includes Standard Banners, Rich Media Banners, Interstitials and MPUs. ** Remaining display formats includes music and tenanciesIntroduced in 2014: Content marketing = paid for sponsorship, advertisement features, in-feed & native distribution toolsSOURCE: IAB / PwC Digital Adspend H1 2015

Mobile accounts for two thirds of spend in socialSOURCE: IAB / PwC Digital Adspend H1 2015

Share of social display which is mobile: 56%26

Content & Native (inc. in-feed) is half of mobile display* Standard display includes Standard Banners, Rich Media Banners, Interstitials and MPUs. ** Remaining display formats includes music and tenanciesIntroduced in 2014: Content marketing = paid for sponsorship, advertisement features, in-feed & native distribution toolsSOURCE: IAB / PwC Digital Adspend H1 2015

Half of standard mobile display is rich mediaSOURCE: IAB / PwC Digital Adspend H1 20152014: 44%

Content & Native (inc. in-feed) is half of mobile display* Standard display includes Standard Banners, Rich Media Banners, Interstitials and MPUs. ** Remaining display formats includes music and tenanciesIntroduced in 2014: Content marketing = paid for sponsorship, advertisement features, in-feed & native distribution toolsSOURCE: IAB / PwC Digital Adspend H1 2015

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Content and Native, inc in-feed

105.5m137.9mStandard display+31%+67%Mobile video and content & native show strong growthNote: growth rates are absolute (not like-for-like)SOURCE: IAB / PwC Digital Adspend H1 2015

Mobile now accounts for 27% of all digital advertisingSOURCE: IAB / PwC Digital Adspend H1 2015

27%of total Search39%of total Display2%of total Other (incl. Classifieds)

And if all that wasnt enough

Chart10.0080.0110.020.0420.0970.1640.220.271

Series 1

Sheet1Series 120080.8%20091.1%20102.0%20114.2%20129.7%201316.4%201422.0%H1 201527.1%