UK Digital Trends for 2017: Mobile Is the Key - eMarketer
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eMarketer Report

UK Digital Trends for 2017: Mobile Is the Key

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Executive Summary

Smartphones are now central to the lives of most UK residents. More consumers are buying via mobile, interacting with outdoor ads via smartphones, asking digital assistants such as Siri for advice, and receiving location-based ads or personalized mails on their handheld devices.

  • In 2017, more than 80% of UK internet users will have a smartphone. Moreover, the time adults spend with mobile devices will continue to surpass time spent with desktop or laptop PCs.
  • Nearly 86% of UK digital shoppers already shop via mobile, and retail mcommerce sales will total £31.42 billion ($48.02 billion) in 2017, eMarketer estimates.
  • Location-based marketing to mobile devices is on the rise. More than 72% of UK agencies and marketers polled in April 2016 said they already used location-based mobile marketing, and a further 21.3% planned to do so.
  • The UK’s advertisers, publishers and service providers are also getting to grips with personalization. Individuals expect firms they deal with to communicate with them via tailored messages, and smartphones are well suited to this.
  • Voice assistants such as Siri and Cortana have already brought artificial intelligence (AI) into the hands of many UK residents. As AI becomes more sophisticated and pervasive, mobile will remain a leading delivery channel.
  • Digital technology massively expands the potential of out-of-home (OOH) advertising. And mobile devices are the ideal tool for direct response to ads in public places. One 2016 study found that OOH ads prompted a 17% increase in smartphone activity related to brands.

"Nearly 73% of UK agencies and marketers polled in April 2016 said they used location-based mobile marketing of some kind, and more than 21% planned to do so."

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19 charts are included in the full report:

UK Digital Trends for 2017: Mobile Is the Key

Location-Based Mobile Marketing Usage Among UK Agency and Marketing Professionals, April 2016 (% of respondents)

Mobile Commerce: More Widespread, More Complex

UK Retail Mcommerce Sales, 2015-2020

UK Mobile Buyers, by Device, 2015-2020

UK Retail Mcommerce Sales, by Device, 2015-2020 (billions of £, % change and % of total)

Mcommerce Transaction Share Among Digital Retailers in Select Countries in Western Europe, Q2 2015, Q4 2015 & Q2 2016 (% of total ecommerce transactions)

Smartphone Users in Select Countries Who Purchase Products via Smartphone, by Category, March 2016 (% of respondents)

More Location-Based Marketing

Location-Based Mobile Marketing Usage Among UK Agency and Marketing Professionals, April 2016 (% of respondents)

Attitudes Toward Location-Based Mobile Advertising Among UK Agency and Marketing Professionals, April 2016 (% of respondents)

Shopping-Related Smartphone Activities Conducted by UK Internet Users, by Demographic, March 2016 (% of respondents in each group)

Attitudes Toward Select Digital Retail Services Among UK Internet Users, June 2016 (% of respondents)

More Personalized Messages

Attributes of Marketing Emails that Most Influence UK Internet Users to Click Through to the Brand/Product, by Age, July 2016 (% of respondents in each group)

Benefits of Email Marketing Personalization According to UK Marketers, Aug 2016 (% of respondents)

Types of Personalization Offered by UK Retail Executives, March 2016 (% of respondents)

Biggest Mobile Opportunities According to UK Publishers, May 2016 (% of respondents)

Attitudes Toward Consumer Expectations Among Marketers in France, Germany and the UK, Aug 2016 (% of respondents)

UK Millennial vs. Nonmillennial Internet Users Who Are Comfortable with a Company Personalizing Offers*, April 2016 (% of respondents)

Industries that UK Internet Users Most Associate with Personalization, by Age, May 2016 (% of respondents in each group)

Extent to Which Retail Sites vs. Physical Stores Are Aware of Their Preferences According to UK and US Internet Users, July 2016 (% of respondents)

AI Will Come Alive Via Mobile

Reasons for Using a Smartphone Voice Assistant According to UK Smartphone Users, June 2016 (% of respondents)