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January 27, 2014

UK Tablet Penetration to hit 50% this year

Among the many  reasons why  mobile medium is increasingly seeing more investment and spending by advertisers  has been the nature of the marketing channel it offers  in terms of 
 level of engagement users have with their connected devices.

Smartphone penetration will reach 75 per cent of the UK population and tablet penetration will hit 50 per cent in 2014, according to Guy Phillipson, the chief executive of the Internet Advertising Bureau.

Smartphone penetration in the UK is set to hit 75 percent of the population in 2014, whilst tablets will hit 50 percent, according to recent comments from IAB at its IAB Engage conference in October. The GSMA has reported that global subscriber numbers are growing four times faster than the population. Despite huge growth in recent years, there’s still more to come.

Smartphone owners check their devices as much as 150 times a day according to some recent reports, whilst tablets have become “lean-back” devices that consumers will engage with for substantial periods of time. We know for example that users are streaming video in longer single sessions – for 30 minutes or more sometimes – delivering a captive audience for brands to engage with.