Mobile internet advertising spend per head

Those nations with a high proportion of internet advertising spend (see Figure 5.8 above) also have a high mobile internet advertising spend per head (Figure 5.12). This is notably the case with the UK (£1.33), the Netherlands (£1.06) and Sweden (£0.99). The US (£1.25) falls in line with comparable countries, but Japan remains by far the largest market on a per-capita basis (£6.52).