Smartphones now constitute a solid majority of all mobile phones in the U.K., according to eDigitalResearch and the Interactive Media in Retail Group. Marketers are taking note, with U.K. mobile ad spending expected to almost quadruple by 2017. Mobile consumers are growing more demanding about their devices' capabilities, as 1 in 10 U.K. consumers said the presence of near-field communication capabilities would be a factor the next time they pick out a new phone.

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