M&C Saatchi: Advertisers failing to capitalise on Oz smartphone penetration

Australia leads the US and Britain with one of the highest smartphone penetrations in the world, yet advertisers are falling way short of leveraging this, according to M&C Saatchi's mobile division.

The agency has fused data from eMarketer and Google/Ipsos to find that ad spend per Australian smartphone user is less than one-third of the level it has reached in the US and the UK.

While nearly two-thirds of the Australian population has a smartphone – compared with 56% in the US and 62% in Britain – just $6.87 is spent on mobile advertising per subscriber here annually, versus $22.70 in Britain and $22.30 in the US.

M&C Saatchi Mobile Asia Pacific managing director, Chris Steedman, said mobile ad spend "should be catching up to where the eyeballs are".

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