BRITISH consumers are estimated to spend an average 43 hours a month online, equivalent to one in every 12 waking minutes.
And according to figures released yesterday by the Internet Advertising Bureau UK, advertisers spent a record six-month figure of £3.04 billion to attract their attention.
Says the latest IAB Digital Adspend report (conducted by PwC, with UKOM-approved comScore consumer data)…
* UKOM/comScore reveals that 22 per cent of all UK internet time across computers, tablets and mobile phones is now spent enjoying entertainment online. Social networks and blogging now account for 12 per cent of internet time or one in every seven minutes. Together, these activities account for over one third of Britons’ time online.
* IAB/PwC data shows that advertising on the internet and mobile phones increased, like-for-like, by 17.5 per cent to £3.04 billion in the first half of 2013 – up £435 million from £2.61 billion in the first half of 2012. Over 46.1 million people are active online, according to UKOM/comScore, equating the £3.04 billion advertisers spend to about £66 per head of the online population over the six-month period.
* Fuelled by smartphone ownership reaching over two-thirds (68 per cent) of the UK population in June 2013, mobile advertising grew like-for-like by 127 per cent to £429.2 million in the first half of 2013 from £188.1 million in the first half of 2012. Mobile now accounts for 14.1 per cent of all digital advertising spend – nearly double the 7.2 per cent for the same period last year.
* As 4G networks begin to roll out, mobile video advertising grew sharply, up 1,260 per cent from £1.7 million in the first half of 2012 to £23.0 million in the first half of 2013.
* Total mobile display advertising (including video) increased like-for-like by 195 per cent to £150.5 million in the first half of 2013. Thus, mobile now accounts for 20.4 per cent of total digital display advertising.
* For the first time, consumer goods became the biggest spender on mobile display, almost doubling its share in a year – from 14.5 per cent to 26.8 per cent in the first half of 2013. It overtook the long-time number one category, entertainment & media, whose share stayed at 22.9 per cent.
* Driven by mobile display and video, the consumer goods sector extended its dominance over the finance sector as the biggest spender on digital display advertising, overall – accounting for 18.2 per cent in the first half of 2013 compared to 15.8 per cent a year earlier. Finance’s share dropped from 15.8 per cent to 13.7 per cent. Consumer good’s share has more than doubled in four years (from 8.1 per cent in the first half of 2009).
* Display advertising across the internet and mobile, boosted by video and social media, grew above the overall (17.5 per cent) digital rate at 23.0 per cent on a like-for-like basis to £737.9 million, representing a 24 per cent share of digital ad spend in the first half of 2013.
* Video advertising grew 86 per cent year-on-year to £135.2 million. In the last three years, video ad spend has increased almost six-fold (487 per cent). In the last year, video’s share of online and mobile display has grown 50 per cent from 12 per cent to 18 per cent in the first half of 2013.
* Social media advertising grew 53 per cent to £242.5 million. In the last three years, social media spend has increased almost three-fold (285 per cent).
* Paid-for search marketing increased 18.9 per cent on a like-for-like basis to £1.81 billion – a 59 per cent share of digital ad spend. Within these figures, mobile search grew like-for-like by 101 per cent to £271.0 million – accounting for 63 per cent of mobile advertising.
* Classifieds including recruitment, property and automotive listings, grew 6.6 per cent like-for-like to £452.7 million – accounting for 15 per cent of digital ad spend.
* Among media owners who submitted revenue figures to the IAB and PwC, designated ad spend on tablets is estimated to be at least £10.5 million in the first half of 2013; up from at least £2.4 million in the first half of 2012.
Source: Internet Advertising Bureau UK, conducted by PwC, with UKOM-approved comScore consumer data. October 7 2013.