Dive Brief:
- According to predictions from Group M —the worldwide media buying arm of WPP— the U.K. is on track to be the first country to spend more than 50% of ad dollars on digital.
- Online spend is set to grow 12.7% to £8B—meaning that more than £1 in every £2 will be going to digital.
- British consumers have rapidly embraced online shopping and mobile device use spending more per head online than any other country.
Dive Insight:
As expected, the advertising dollars will follow the spending and that's what happening in the U.K. Online spending, and activity in general, is moving to a digital world. The trend is undoubtedly going to reach other countries, the U.S. included, in the coming year.
