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DIGITAL MARKETING NEWS

UK adults lead the mobile revolution

British adults will use mobile devices more than desktop and laptop computers in 2016, according to eMarketer.

New tech

As media consumption continues to shift from traditional TV viewing to on-demand streaming and more casual phone and tablet browsing, eMarketer says the newer technologies are taking strong leads.

On average, users record two hours and 29 minutes of mobile and tablet usage per day. That's an 11.8% increase on last year's figures, compared to just two hours and 16 minutes on desktops and laptops.

The combined digital figure (4:45) leads traditional TV’s three hours and six minutes, with radio (1:23) and print (0:18) lagging well behind.

Trending up

eMarketer expects mobile and tablet usage to continue building through 2018, when it could hold a 29.5% share of all daily media time.

While that is only a 3.4% rise on 2016’s figures, eMarketer says mobile will soar in the ad-spend stakes from 31.9% this year to 44.5% in 2018.

Translation: much like Victoria, mobile is the place to be.
 

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