Twelve percent of mobile internet users in the UK aged 35-44 years are now clicking through on a mobile advert and going on to complete the transaction on their mobile phone. Within 12 months, that number will have increased to 14% of the 35-44 mobile internet user base.

That means almost 130,000 mobile internet users aged 35-44 years will be purchasing items on their phone today, rising to almost 175,000 users at the start of 2013.

Across the UK, there are currently just over 1 million mobile internet users aged 35-44 years. Of those users, around 590,000 (56%) of users will see mobile adverts when browsing – therefore 44% of mobile internet browsers will suffer from mobile banner blindness. From the 592,000 mobile internet users, a total of 22% will make at least one purchase by clicking on a mobile advert. Alternatively, this figure represents 12% of the total mobile internet users.

In 12 months, the number of mobile internet users aged 35-44 years will increase 20% to almost 1.26 million, with 720,000 users “seeing” mobile adverts, and 24% of this figure going on to complete the transaction on their mobile.

nick@mobilesquared.co.uk