Digital captured the United Kingdom

According to the latest eMarketer survey, the amount of time that the UK adult population spends reading digital content has increased by 25 minutes per day compared to last year. .

It is expected that in 2016, adults will spend reading digital media at 9 hours 47 minutes, compared with 9 hours 26 minutes last year. Growth, therefore, will be 3.7%.
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The main growth of digital media will take place in 2016, which for the first time will be just over half of the total “consumption” of digital media in the UK. For the most part, this growth will be due to increased use of mobile devices, especially smartphones.

According to eMarketer, the number of Britons with smartphones in 2016 will be ⅔ of the total population. Overall, the total amount of time spent on digital media this year will be 2 hours and 40 minutes, compared with 2 hours and 18 minutes in 2015. The time spent on smartphones this year will reach its highest point of growth - by 18.3%, which stimulates overall digital growth by 8.9%.

Against the background of such high growth of media views through tablets and smartphones, an increase in media views through desktops and laptops will be much slower - only 2.1% in 2016. And traditional media will continue to reduce the position. The time spent watching TV and listening to the radio will decrease quite insignificantly (1%), and for the second time this year print media will lose more than 4% of their popularity.

Another noticeable trend that could be traced through the analysis of eMarketer is the growth in the number of advertisements. For the first time, mobile advertising expenses will account for the majority of total advertising expenses (28.8%) as opposed to time spent on media (27.2%).

By 2018, the gap between these two indicators will become even more tangible - 40.1% of advertising expenses versus 31% of the time spent on the media.

What does this mean?
Advertising costs obviously shift priorities towards the mobile. Consumers are gradually “moving” from traditional media channels to the entertainment sphere, and their requests for mobile advertising are growing exponentially.

And what changes in consumer behavior regarding advertising products have you noticed lately? Share your answers to the comments.



BYYD • Mobile Advertising Platform