Statistics released by full service digital performance media company Clash Group show a 33 per cent uplift in mobile ad spend during the first week in December when compared to normal shopping period.
Measuring online digital buying habits and digital ads for what is traditionally the UK’s busiest shopping week, Clash Group’s statistics show a 100 per cent increase in mobile ad spend compared with this time last year.
The Click-through-rate (CTR) on mobile has also increased by 26 per cent when compared with normal shopping period. CTRs also increased by 5 per cent in 2012 compared with the same holiday period last year.
The rise of 26 per cent on mobile is significant when compared to a rise of just seven per cent for CTRs on desktop ads.
Tablet usage has also increased by 13 per cent in the last weeks and marketers and consumers exploit mobile and smart devices. Clash Group figures also show CTRs generated by re-targeted desktop and mobile ads was 23 per cent higher during the first week in December than over normal shopping periods.
Simon Wajcenberg, global CEO of Clash Group said the statistics “confirm the dramatic growth in consumers browsing the web on mobile compared to conventional digital devices”.
“The significant rise in CTRs on mobile ads generated in the UK compared to 2011 show quite clearly how marketers and consumers have taken to their mobile devices. The rain, snow and ice that covered the UK in the first week of December could be partly responsible for tempting consumers to stay in the warmth to get their Christmas shopping done rather than venture out to the icy high street,” added Wajcenberg.