H1 figures show UK mobile advertising growing 127 per cent year on year

UK mobile advertising spend shot up by 127 per cent in the first half of 2013 compared to the same period in 2012, according to new figures.

Conducted by PricewaterhouseCoopers, research from the Internet Advertising Bureau (IBA) shows advertising on mobile phones leaping from £188 million in the first six months of last year to £429 million in 2013.

When extending the time period just beyond a year, IBA says companies are now spending 1,300 per cent more on mobile techniques like SMS newsletters and sponsored applications.

This means spend on mobile marketing now accounts for 14.1 per cent of all digital advertising spend, up from 7.2 per cent in 2012, which ibtimes.co.uk attributes to the roll out 4G networks across Britain..

Advertising on the internet and mobile phones stood at £3.04 billion in the first half of 2013, up 17.5 per cent from the total of £2.16 billion seen last year.   

It’s thought consumers now spend an average 43 hours a month online, accounting for one in every 12 walking minutes, which is why it’s of little surprise to see such high growth in digital techniques.

IBA says smartphone ownership has now reached 68 per cent of the British population and Tim Elkington, director of research & strategy at the group, expects the number to keep rising as the year ticks on.

He told iabuk.net:  “With smartphone penetration crossing the two-thirds landmark and the successful roll out of 4G, 2013 could be the year when advertising spend on mobile crosses the £1 billion threshold.”