The UK continues to be one of the world’s most advanced and innovative digital markets. Nearly 54% of the population will use a smartphone this year, for example, and a similar number are using the mobile internet, according to our estimates. Topics in this webinar include: How is the proliferation of media devices and platforms changing UK consumer behavior, including shopping and buying habits? How is the notion of big data affecting UK marketers and consumers? How are developments in real-time ad buying and content marketing changing the game for marketers and consumers?

1. ©2014 eMarketer Inc.
Karin von Abrams
Senior Analyst
J U N E 2 0 1 4
UK Key Digital Trends
for 2014

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Questions
 How is the proliferation of media devices
changing UK consumer behavior?
 How are mobile phones and tablets altering
shopping and buying habits?
 How is the notion of big data affecting UK
advertisers and consumers?
 How are developments in real-time
advertising and content strategies changing
the game for marketers?
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Trend 1
The Digital Audience:
Multiple Devices
Change the Game

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The UK is
a leading
digital nation.
2014:
Smartphones
passing 50%
penetration,
and tablets
nearing 40%

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The UK’s kids and teens used many
devices to go online in 2013
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2014:
Time with
digital >
time with TV
And mobile
is the main
driver …

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Most online
activities
are already
moving to
smartphones

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Trend 2
Ecommerce:
Pushing the Limits
with Mobile

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Ecommerce =
Everywherecommerce
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Thanks to mobile, the customer journey
is much more complex
32% of UK consumers buy via
mobile at least once a month
4G boosts mobile
browsing and buying
Research is mapping
shoppers’ locations and habits,
inside and outside stores
Sources: eDigitalResearch/IMRG, Google/TNS

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Females are a key constituency among
the UK’s mobile shoppers and buyers

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Mobile
spending
is climbing
too…
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Sales via
tablet are
growing
fastest.
Many
consumers—
including
seniors—like
shopping
with a larger,
touchscreen
device

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Trend 3
Big Data:
Much Talk,
Little Action?

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Big data initiatives are catching on.
But progress is slow, even in big firms
Still
under
30%

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Why the
delay?
It’s not easy
to apply
data to
decision-
making…
47% cited lack of resources/time
46% had data in disparate
systems/locations, or too much data
36% lacked useful data
30% had no suitable analytical systems
28% said big data wasn’t a priority
for senior management
Source: SAP/Loudhouse Research

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Data issues
have many
causes.
But even now
the main one
is…

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Most UK web users worry that their data
is at risk online, and on mobile platforms
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Businesses
are in the
firing line…
And social
networks…
And search
engines…

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Trend 4
Real-Time Advertising
and Content Creation:
Top Agenda Items for
Brands

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Real-time
bidding for
ads was good
news for
most users
in 2013

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Agencies
were less
familiar with
real-time
advertising
on mobile,
however

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20% of UK content marketers spent at
least 50% of budget on content in 2013
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Social media
was a major
focus for UK
content
marketers
in 2013.
Facebook
was edged
out by
Twitter and
LinkedIn

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Measuring
success:
Web traffic
was the most
popular
metric, used
by 66%.
Cost savings?
Not so much.

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 Time spent with digital media will surpass time
spent with TV in 2014.
 Most retailers will struggle to match consumer adoption of
omnichannel shopping and buying.
 While firms work on big data strategies, many
consumers worry about how their data is being used.
 Real-time messages can boost ROI, but many
consumers don’t like them, especially on a phone.
 Content marketing will see major growth this year, but
brands face challenges with content creation and analysis.
Recap: UK Key Digital Trends 2014
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33. ©2014 eMarketer Inc.
Q&A Session
UK Key Digital
Trends for 2014
You will receive an
email tomorrow with a
link to view the deck
and webinar recording.
Karin von Abrams
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