Nearly half of UK marketers allocate more than 25% of their budget to mobile

Marte Aune, Zoe McCready

An overview of mobile's share of marketing budgets in the UK between 2016-2020.

Nearly two-thirds (63%) of UK marketers will allocate more than 15% of their budget to mobile marketing, according to new survey data from WARC and the Mobile Marketing Association (MMA), a seven percentage point increase from 2019 and double the 31% in 2016.

However, one-fifth (18%) of marketers only allocate 0-5% to mobile, a share that has remained stable over time.

This comes as one-third (31%) of marketers expect their mobile budgets to rise despite the COVID-19 pandemic, compared to 56% of respondents before the outbreak. As a result, marketers will be looking to deliver satisfying mobile experiences...

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