Digital adspend in the UK reaches £3bn during 6-month high

The latest Digital Adspend report from the IAB has revealed advertisers have spent a record £3.04 billion over the last 6 months to attract British consumers, who are reportedly averaging 43 hours a month online, which equates to an impressive 1 in every 12 waking minutes.

According to the report, which was conducted by PwC and utilised UKOM-approved comScore consumer data, digital ad spend is at a 6-month high, having increased by 17.5% in the first half of 2013. The new figure highlights that advertisers are spending roughly £66 per person to attract new audience members.

The smartphone phenomenon sweeping Britain has also allowed mobile to take up a significant chunk of the spend, accounting for 14% of total digital spend and 20% of digital display.

Data revealed that entertainment and social networks and blogs are particularly popular among British internet-users, accounting for more than one third of all internet time.

Tim Elkington, Director of Research & Strategy at the Internet Advertising Bureau, commented: “Nothing illustrates the internet as an entertainment platform better than the fact that over one in five minutes online is accounted for by entertainment, and that advertisers spent almost 1,300% more on mobile video than a year ago.

“With smartphone penetration crossing the two-thirds landmark and the successful roll out of 4G, 2013 could be the year when advertising spend on mobile crosses the £1 billion threshold.”