Search is definitely getting more mobile worldwide, along with every other area of the digital advertising ecosystem, and m-commerce services are soaring. While in many areas, the US is always going to win the stats race on the basis of sheer population alone, Australia and the UK appear to have the edge on the US when it comes to mobile device usage and purchasing goods online via their Smartphones.
According to a recent study by Kenshoo, a global leader in predictive marketing software, Australia leads the US in Mobile Search, inching ahead of the UK as well, when it comes to mobile Spending and Clicks.Kenshoo Mobile Stats
Kenshoo studied spending and click patterns in the US, the UK, and Australia over five financial quarters during the timeframe of Q3 2013 and Q3 2014. The stats revealed a telling trend, with mobile accounting for a growing share of search spending and clicks in all three locations. Surprisingly, Australia has come out on top with 44% of the country’s paid search ad clicks coming from mobile devices versus 39% in the UK, and 36% in the US.
Australians, particularly have adopted the mobile digital age with gusto. Despite the extraordinarily rapid rate of change, as a nation, they seem to be adapting confidently and relatively seamlessly to an internet-enabled world, and mobility is an increasing feature of online participation Down Under. Mobile also took greater share of paid search spending in Australia at 37%, versus 32% in the US, while the UK figures hit 38%.
The Australian Communications and Media Authority (ACMA) states that there are 11.19 million people in Australia with a Smartphone, and 7.5 million Aussies used the Internet via their mobile phone during June 2013, up a whopping 510% in the five years since June 2008. Industry insiders tip that the total mobile ad spending in Australia will reach $909.4 million this year, and grow a further 60% in 2015.ACMA Mobile Stats
Across the pond in the UK, Ofcom, an independent regulator and competition authority for the UK communications industries, released survey results on August 7, 2014, which also supports Kenshoo’s findings. The Ofcom data indicates that mobile display advertising continues to grow accordingly in the UK, in line with the upward shift in UK consumer purchasing habits via mobile devices. Mobile ad expenditure has doubled to more than £1bn in 2013. With 2014 also proving to be a big year for mobile ads, and realistic expectations that this increase will be maintained again in 2014.
Armed with all of this insight, anyone in the online gaming and gambling space looking to capitalize on the obvious growth of mobile usage in Australia and the UK should do themselves a favor and check out the Digital Fuel Mobile Demand Side Platform (DSP). It’s the world’s largest, pure self-serve platform, specifically designed for programmatic Real-Time Bidding (RTB) across mobile devices.
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By working with Digital Fuel and using our unique RTB mobile advertising platform, your business will eliminate wasted ad spend, and only bid for, and buy, impressions that match your targeting criteria. All of this is done with complete transparency.
If we’ve piqued your interest with our brief introduction to the topic of mobile display advertising, then you can read more about it HERE. Take advantage of our expertise and experience as specialists in mobile advertising and mobile acquisition for the gaming and gambling sectors to grow your own business interests, particularly in the Australian and UK markets.
Let us be your ‘One Stop Shop’ for all your mobile marketing needs. You can contact us for further information via Email [email protected]