UK digital adspend hits £7.2bn

UK — Digital adspend in the UK rose 14% to a record £7.2bn in 2014, according to the latest figures from the Internet Advertising Bureau (IAB).

Image courtesy of IAB

The Digital Adspend report revealed that the average British household now owns 7.4 internet-connected devices, and 40% of household own at least one tablet. It attributed the rise in digital adspend to this growth in multiple device ownership.

“Advertisers are increasing their digital budgets to reach people as they go online through an increasing array of devices,” said Tim Elkington, chief strategy officer at the IAB UK.

“It’s a win-win for consumers because digital advertising pays for the wide range of free online services they increasingly rely on in their daily lives, but don’t necessarily want to pay much for.”

Felicity Long, head of digital at Carat, commented: “With smartphones being the most commonly owned internet enabled device in household, it is good to see investment starting to reflect consumer behaviour. Increased investment will allow brands to drive forward understanding of what mobile means for their businesses and to get even closer to their consumer.”

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments


Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts