Planning for the new interactive possibilities of UK Out of Home media
Nick Mawditt
The UK background
Smartphones are transforming everyday experiences of communication, navigation, entertainment and work and within a few short years are expected to be used by the vast majority of UK consumers.
The UK is one of the more advanced markets in terms of smartphone penetration and mobile computing. In early 2011, Enders Analysis, the research group, predicted that UK smartphone penetration would hit 75% by 2015 and Kinetic Worldwide's own research placed current penetration as high as 45% in May 2011.
Media observers have been...