UK Mobile Users Who Have Favorable Reactions To Advertising, March 2014 [TABLE]

Much is made of the proliferation and use of mobile devices in the UK. eMarketer estimates that 80.6% of the entire UK population will be mobile phone users in 2014, while a further 41.1% will use tablets. And mobile is fueling a rise that will see time spent with digital media surpass TV time in the UK this year.

However, when it comes to advertising on these different devices, there’s a clear winner in terms of engagement, and that winner isn’t a mobile device. According to March 2014 polling from research firm Millward Brown, just 37% of UK smartphone or tablet users who owned or had access to a TV paid attention to ads delivered on a smartphone, while only marginally more paid attention to tablet ads—38%. Read the rest at eMarketer.