The value of digital advertising to consumers and small- and medium-sized enterprises (SMEs) in the UK by region
Posted on Monday 24 June 2024 | IAB UK
This data draws on two IAB UK studies based on economic modelling, data analysis, and consumer opinion, gathered from over 2000 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.
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