Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal at EMARKETER is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

More than 60% of UK Media Ad Spending Is Digital

The UK is the largest market for digital ad spending in Europe, with more than double the amount of spending in digital channels than Germany, the next biggest market. And increasingly, digital ad spending is moving to mobile.

We forecast that overall digital ad spending for 2018 will account for 63.6% of total media ad spending, and that spending will increase 9.9% in 2019.

eMarketer's latest report, “UK Digital Ad Spending by Industry 2018: Forecasts and Statistics for Automotive, CPG, Financial Services, Retail, Travel,” looks at how digital ad spending will shift next year.

In 2018, marketers in the UK are expected to spend more than double the amount in digital channels than TV, or any other traditional medium, according to data from the Advertising Association (AA)-UK and Warc. And much of the growth in UK ad spend in digital channels through 2019 is expected to come from mobile, up 20.3% in 2018, followed by a 15.5% increase in 2019.

“Fundamentally, it’s consumer usage that’s driving the spend in mobile,” said Andrew Mason, media operations director for UK and EMEA at Digitas. The amount of time spent daily by mobile phone users in the UK—we estimate non-voice mobile usage to be 182 minutes per day, on average—is, “driving brands to think mobile first,” he added.

In the UK, non-voice mobile usage is forecast at 182 minutes per day, and that consumer behavior is encouraging brands to shift spending to mobile. Automotive, CPG, retail and travel marketers are exploring how to best use mobile to deliver relevant and targeted messages. Retailers are seeing an increase in conversion on mobile. As ecommerce habits become more ingrained, retailers are using mobile to reach consumers while they are in decision-making mode. Financial services marketers, however, have been hindered from fully embracing digital campaigns due to privacy concerns, but GDPR policies may help consumers overcome reluctance in allowing banks and credit card companies to target them.

“It's increasingly crucial to have a strong suite of mobile products and with mobile consumption on the rise, we will continue to develop new ways for brands to utilize this medium through creative formats that break through the clutter,” said Eric Visser, CEO and founder of JustPremium.