Context, convenience and creative – the future of mobile

Brian Carruthers

Four years is a long time in mobile. Smartphone penetration in the UK has gone from 25% to 74% of the population over the years from 2010, while tablet reach has gone from zero to 35% over the same period. There's no excuse for not being visible on mobile, according to the Internet Advertising Bureau UK, a trade body, which used the occasion of its fifth Mobile Engage conference, held in London in May 2014, to look back at how far the industry has come in a short time – and to look forward to where it is headed in the future.

Several FMCG businesses, however, have some explaining to do. Guy Phillipson, chief executive IAB UK, opened proceedings with some figures from the organisation's latest research which showed that just 54% of the UK's top FMCG brands were mobile optimised. This compared with 64% of the top 100 brands across all categories.