The value of digital advertising to consumers & SMEs in the UK by region
Posted on Monday 24 June 2024 | IAB UK
We've drawn together the results of two IAB UK studies to take a closer look at how digital advertising is delivering value to consumers and small & medium sized companies (SMEs) across the UK on a regional level
This data draws on two IAB UK studies based on economic modelling, data analysis, and consumer opinion, gathered from over 2,000 adults and a survey of over 800 SMEs:
-
IAB UK’s ‘The Digital Dividend’ research, conducted by policy consultancy Public First. This measured and quantified the value of digital advertising to the UK economy, its businesses its and people for the first time
-
IAB UK’s Powering Up study with SMEs, conducted by MTM on behalf of the IAB, looking into how small businesses use digital advertising in the UK and what support and help they would find useful to get the most from it. This informed the development of our digital advertising toolkit for SMEs.
Value of digital advertising
|
Region |
Value to consumers |
Value to SMEs |
|
|
Average annual household savings from accessing digital ad-supported online services for free |
The total value consumers place on digital ad-supported free online services |
Percentage of SMEs using paid-for digital advertising who say that it is important to the success of their business |
|
|
East of England |
£641 |
£39bn |
78% |
|
East Midlands |
£648 |
£30bn |
66% |
|
London |
£681 |
£51bn |
76% |
|
North East |
£587 |
£17bn |
Insufficient sample size |
|
Northern Ireland |
£685 |
£10bn |
Insufficient sample size |
|
North West |
£620 |
£46bn |
88% |
|
Scotland |
£598 |
£37bn |
75% |
|
South East |
£662 |
£56bn |
79%* |
|
South West |
£668 |
£36bn |
85% |
|
Wales |
£636 |
£19bn |
74% |
|
West Midlands |
£618 |
£35bn |
93% |
|
Yorkshire and Humber |
£616 |
£35bn |
89% |
|
UK |
£638 |
£412bn |
81% |
*This data is based on a slightly different regional definition due to differences between the two underlying studies.
Related content
Less healthy food and drink ad ban: What it is & how it works
Learn more
Final guidance published: LHF advertising restrictions to take effect 5 January
Learn more
Government Communications Service endorses IAB UK’s Gold Standard as Advertiser Supporter
Learn more
IAB UK manifesto for growth in digital advertising
Learn more
Fast forward to 2030 with Futurescape
An in-depth exploration of the attitudes, innovations and media shifts that will shape the years ahead and redefine how we advertise by the turn of the decade