In the UK, smartphone penetration is rising, and mobile ad spend is growing alongside. As mobile ads become more common, younger smartphone users show a greater recall for mobile ads compared with the rest of the population.
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When mobile network operator EE launched the UK’s first high-speed service in October 2012, many potential users didn’t understand the technology or its potential benefits. Now over 70% say they do, but cost is an issue.
eMarketer has raised its forecast for advertising spending on Twitter for 2013 and 2014, estimating the company will earn $582.8 million in global ad revenues in 2013 before nearing $1 billion next year.
The UK smartphone market is growing quickly—faster than many research firms expected. A new eMarketer report forecasts almost half of residents will have a smartphone this year, with penetration highest among younger adults.
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