The advent of the smartphone has changed our day-to-day lives as consumers. It has given brands a unique opportunity to speak to their audiences as individuals. Being able to access so many layers of data about consumers — including their exact location, interests, and behaviours — is what makes mobile advertising so powerful.

Even as smartphone ad spend is increasing, consumer awareness of time spent on smartphones is also increasing.
Even as smartphone ad spend is increasing, consumer awareness of time spent on smartphones is also increasing.

The rise in mobile use is undeniable. The average UK adult spends two hours, 51 minutes on a smartphone per day. Therefore, it’s not surprising ad spend has followed, with mobile ad spend reaching £2.37 billion in 2017 in the United Kingdom.

However, brands need to consider the trend of digital detoxing and how consumers are realising screen time is not necessarily healthy. Constant use of smartphones with social media often fuelling that time means consumers are turning to digital detoxing to improve sleep, relationships, and well-being.

Brands need to be aware of this trend and even support the movement to ensure consumers’ time on their smartphones is valuable. Being able to have one-on-one conversations with consumers’ is a privilege for brands. It needs to be treated as such.

Making mobile advertising non-intrusive, relevant, and beneficial to consumers is essential for brands to remain valuable to consumers. It’s about quality not quantity.