Recent research conducted by comScore MobiLens has suggested that smartphone users in the United Kingdom aged 18 to 24 are more likely to respond to both mobile advertising and to ads on social media websites.
The study also showed that 56.2% of the participants in the survey from the same age group read posts from brands, organisations and events, against 35.5% of the total people polled. The results further demonstrated that 26.7% of the same demographic click on an ad feature seen in a social network, compared to 16.5% overall.
When talking about the entire web, the study revealed that 38.1% of the 18-to-24 age group admit that they recalled seeing ads, while out of the total respondents only 26.5% said that they have seen them.
Overall, smartphone penetration in the UK reached 67% in the first quarter of 2013, with nearly 33.4 million Britons using one, according to data collected by comScore Data Mine. The significant increase in smartphone ownership rates provides marketers and advertisers with even more opportunities to reach their target audience on the go.
A comparison of multiple mobile ad formats revealed that UK smart device users between the age of 18-24 have a very high mobile ad response rate – 38.1%, while among general smartphone users only 26.5% recall seeing ads.
A large portion of British advertisers have doubled their search budget on mobile devices, including tablets and smartphones, to 19.32% at the end of 2012, from 9.94%. This trend would probably remain stable given the growing popularity of smart mobile devices.