95% of UK digital budgets are said to include mobile marketing. 73% of marketers believe there will be substantial mobile marketing growth over the next 5 years. There is said to have been substantial growth in MMS and video shortcode awareness with only 20% of marketers without any experience in 2009.

Many agencies are expecting to spend more on mobile marketing in the near future and a number already have a solidified mobile marketing strategy. Jon Mew, Head of Mobile at the IAB, said "It's extremely encouraging to see that agencies in the UK are adapting to the changing landscape, allocating bigger budgets to mobile and hiring more specialists to plan mobile campaigns."