- May 15, 2013

Young Brits Have A Higher Recall of Mobile Advertising

Smartphone penetration in the UK has reached 67 percent and in the three month average ending March 2013, over 33.4 million Brits owned a smartphone.

The growth of smartphone ownership provides advertisers with more opportunities to reach their target audience on the move. A comparison of multiple mobile ad formats shows that UK smartphone users aged 18-24 have an especially high recall of mobile advertising (38.1 percent), as opposed to the general smartphone population (26.5 percent). In regards to mobile social networking, 26.7 percent of 18-24 year old smartphone users actually clicked on an advert in March 2013, compared to only 16.5 percent of the total smartphone owners in the UK.

Smartphone users 18-24 versus old smartphone users