A new report by eMarketer has predicted that about 31 million people in the UK will have a smartphone in 2013, with users continuing to increase by around 3 million per year through 2017.
The study found that advertisers will continue to invest in mobile platforms as consumer usage increases.
Ads on the mobile web are expected to account for 16.1% of all UK digital ad spending in 2013.
The market research firm said that only Japan and the US will see a larger proportion of digital spend directed to mobile.
eMarketer estimates that nearly one-third of all UK residents will use a tablet in 2013, with user penetration climbing substantially in every age bracket between 2011 and 2017.
A report by Adobe indicated that in April 2013, 12.2% of UK web users used a tablet to browse the internet, a higher proportion than in any other nation polled.
Tablets are also becoming a primary platform for shopping and buying, and tablets offer a canvas for content marketing of all types, eMarketer said.
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According to eMarketer report, online sales excluding travel will represent 11.5% of UK total retail sales in 2013, compared with 10.2% in 2012.
Mcommerce is also growing rapidly, as consumers depends on their mobile to do shopping in store, even if they go on to purchase elsewhere, the report added.
