IAB Engage: Smartphone penetration to reach 75% in 2014

Guy Phillipson: chief executive of the Internet Advertising Bureau
Guy Phillipson: chief executive of the Internet Advertising Bureau

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.

Phillipson opened the annual IAB Engage conference at the Barbican in London with a preview of the IAB's multi-device research, which will be presented in full this afternoon.

He said: "After Christmas and into next year smartphones will hit 75 per cent penetration, while tablets, which had no penetration in 2010 and doubled from 2012 to 2013, will double again in 2014 with a tablet-tastic Christmas."

Recapping the results of the IAB's ad spend figures published last month, Phillipson said digital advertising rose by 17.5 per cent year on year to just over £3 billion in the first half of 2013, social advertising grew by 55 per cent and video grew 85 per cent year on year.

Phillipson said: "Mobile is growing at 130 per cent year on year. By the end of the year it becomes a £1 billion medium on its own, with penetration due to be 75 per cent of total population I think, drumroll, the IAB can announce that 2013 is the year of mobile [laughter in the room].

"What a relief because we've been saying that for quite some time."

Phillipson introduced this year's theme, 'The Human Touch', to the 800 executives from across brands, agencies and media owners, by discussing the power of the human brain, which he said was powerful enough to hold three million hours of video.

Philipson said: "If your brain was a PVR, wouldn't that be great? If your brain was a PVR with 2.5 petabytes that would hold three million hours of video. If you left it running continuously it would be going for 300 years before you ran out of storage.

"If you think about a company who's had a big brief to build a big data storage system. A couple of years ago IBM claimed they were forming the greatest data array of 120 petabytes for a single client. The contract was ten times bigger than any other that had been considered up until that point.

"If you do the math IBM's big data 'wang' could equal 48 Stephen Hawkings."

Phillipson also discussed the ways that technology improves the "everyday" to make life easier and simpler, citing the Waze crowd-sourced traffic app and the Halio taxi app.

This article was first published on Media Week


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Cheryl Cole is wild and arresting in new L'Oreal work
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Burberry's flagship Shanghai store facade responds to weather changes
Subway considers taking fast food to fast lane with F1 sponsorship
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands
Dove tries to tell women their beauty is innate through placebo patches
Wonga faces social media storm after forcing Twitter to remove satirical material
Spotify tells the stories of relationships with music
Skype contrasts real stories with 'saccharine' style of Google and Apple
Top 100 UK advertisers: BSkyB increases lead as P&G, BT and Unilever reduce adspend