While desktop's share of advertising expenditures is expected to slowly decline, mobile's share will grow robustly.

The latest eMarketer's forecasts highlight this trend and point out that UK will keep its leading position in mobile advertising adoption in Western Europe. Indeed, mobile will account for 40% of total digital spending in 2015 and this share will reach 49% in 2016 positionning the UK as the leading country in this region.

We spend more time on our phones at once to communicate, surf the internet, to buy, to learn … The mobile is now displayed as a communication channel and a sales channel, it is anchored in our daily lives. This more mobile consumption trends are gradually accompanied by a redistribution of advertising spending to mobile. The share of advertising spending on the fixed computer should fall sharply in favor of mobile advertising.

The latest forecasts eMarketer underline this trend and indicate that it is the UK that the adoption of mobile advertising is highest in Western Europe.
In 2015, the mobile already will capture 40% of the English market of e-pub. This proportion will reach 49% in 2016 and positioning the UK as the leading country in this region.

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