UK mobile spend tipped to rise 90% and overtake newspapers in 2014

Mobile adspend in the UK is expected to rise 90% this year to hit around £2.26 billion, placing it ahead of advertising being placed in print newspapers, according to a report.

Mobile adspend: set to surpass print newspaper advertising this year
Mobile adspend: set to surpass print newspaper advertising this year

Research group, eMarketer, forecasts a sustained and significant shift in marketing budgets towards smartphones and tablets, as well as a continued decline in print media.

The report tips mobile to account for 15.1% of total media spending this year, while newspaper adspend is expected to fall five per cent to 13.8%, or £2.06 billion.

In 2015, the trend becomes more striking, with mobile set to surpass all of print's market share - newspapers and magazines - attracting 21.0% of spend versus 17.3%.

It should be noted these figures for newspapers do not include revenues from their respective websites, events or any other commercial extensions within the national press.

The projected growth of advertising on mobile devices means by 2016 it is set to overtake television, according to the report, and by 2017 the desktop, to become the single biggest advertising channel in the UK.

In 2013, spending on digital ad formats (including all paid media spending for ads served to any internet-connected device) was calculated to have increased 15.8% to £6.27 billion ($9.80 billion).

Marketing's Mobile 2014 conference next month offers a range of mobile advertising strategies and success stories. 

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Freeview gives away free entertainment in hidden camera digital ads

Freeview gives away free entertainment in hidden camera digital ads

Freeview launches its latest series of digital ads today, which show the benefits of free services.

Share
My tips for brands using content in the mix in 2015

My tips for brands using content in the mix in 2015

Clare Hill, managing director of the Content Marketing Association (CMA), offers her insights for brands using content marketing this year.

Share
Claydon, Clifton, Blackett and Warby on Debrett's

Claydon, Clifton, Blackett and Warby on Debrett's

Jon Claydon, Rita Clifton, Karen Blackett and Sarah Warby are among the advertising, media and marketing names to make it into Debrett's list of the most influential people in the UK.

Share

Get news by email