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.”