UK Key Digital Trends for 2018: Mobile Is Everywhere, but It Isn't Everything - eMarketer
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UK Key Digital Trends for 2018: Mobile Is Everywhere, but It Isn't Everything

eMarketer Report

By: eMarketer

Published: February 01, 2018

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Mobile was front and center of our trends roundup last year. It will still be a driving force in 2018, but certain consumer behaviors won’t fully translate to mobile. Meanwhile, data collection and management will be hot topics as new EU regulations roll out in May.

  • Mobile devices will continue to eat away at traditional ways of doing things, but expect older devices to retain some relevance for certain tasks. At the same time, new devices—like smart speakers—will enter UK households and add to the multidevice mix.
  • Mobile and video represent two of the most compelling ways into a consumer’s psyche. Mobile video advertising will see continued rapid growth this year.
  • The EU’s General Data Protection Regulation (GDPR), which comes into force this May, will have a major impact on marketers and will require them to have a sound strategy in place if they are to avoid the possibility of stratospheric fines.
  • The ad industry doesn’t just need to think about consumer transparency this year; it also needs to take a long hard look at its own practices across the supply chain. We expect the digital advertising supply chain to become less opaque in 2018.
  • Not all aspects of consumer life are transitioning entirely to mobile, or even digital for that matter. Particularly where money is involved—as in payments, banking and travel buying—consumers in the UK remain cautious about making the leap to mobile-only.

"Mobile video accounted for over half of digital video time in 2017 (27 minutes), but was still well below that of traditional TV (3 hours, 1 minute)."

Table of Contents

The Looming ‘Data Dilemma’ Will Push Companies to Put Consumers (and Their Data) First

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Data Transparency Will Also Improve Across the Supply Chain

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The Device Landscape Will Become Even More Complex

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Mobile Video Advertising Will Continue Its Inexorable Rise

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The Limits of Digitalization—and ‘Mobilization’—Will Become Clearer

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Our Predictions for Last Year (and What Really Happened)

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14 charts are included in the full report:

UK Key Digital Trends for 2018: Mobile Is Everywhere, but It Isn’t Everything

Average Time Spent per Day with Video by UK Adults, by Device, 2017 (hrs:mins)

The Looming ‘Data Dilemma’ Will Push Companies to Put Consumers (and Their Data) First

Circumstances in Which UK Internet Users Would Make an Information Request Under the General Data Protection Regulation (GDPR), Sep 2017 (% of respondents)

Data Transparency Will Also Improve Across the Supply Chain

Aspect of Media that UK* Senior Marketers Would Most Like to Change, April 2017 (% of respondents)

Challenges of Programmatic Advertising According to Brand Advertisers Worldwide, Aug 2017 (% of respondents)

The Device Landscape Will Become Even More Complex

Average Time Spent per Day with Major Media by UK Adults, 2014-2018 (hrs:mins)

Average Time Spent per Day with Video by UK Adults, by Device, 2017 (hrs:mins)

Devices Used by UK Smartphone Users to View Short Video Clips vs. Subscription Video-on-Demand (SVOD), June 2017 (% of respondents)

Devices Owned by UK Young Millennial* Internet Users, July 2017 (% of respondents)

Internet of Things (IoT) Devices/Services Used by UK Internet Users, Sep 2017 (% of respondents)

Mobile Video Advertising Will Continue Its Inexorable Rise

UK Digital Video Ad Spending, by Device, 2017-2021 (millions of £)

UK Mobile Display Ad Spending Share, by Format, H1 2017 (millions of £ and % of total)

The Limits of Digitalization—and ‘Mobilization’—Will Become Clearer

UK Proximity Mobile Payment Users and Penetration, 2016-2021 (millions, % change and % of smartphone users)

Millennial Internet Users in Select Countries Who Use Mobile Banking/Financial Apps, Q2 2017 (% of respondents)

Channel Used by UK Internet Users to Book Their Main Vacation, May 2017 (% of respondents)