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.  

Written by

IAB UK

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