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Mobile takes majority share of UK time with digital media

Staff Writer | November 11, 2016
In 2016, for the first time, adults in the UK will spend more time with their mobile devices than with desktop and laptop computers, eMarketer projects.
Mobile TV
Technology   2 hours and 29 minutes
This year, mobile time — which includes nonvoice time with tablets and mobile phones — will account for more than a quarter of daily media time for the average adult, at 2 hours and 29 minutes, representing an 11.8% rise over last year.

Traditional TV viewing—that is, linear broadcast television viewing on a TV set—will represent just under a third of daily media time this year.

By 2018, the end of eMarketer’s forecast period, mobile will have a 29.5% share of total media time spent per day—just a single percentage point behind TV.

By 2018, eMarketer estimates, mobile’s share of advertising spend will reach 44.5%, even as it accounts for just 29.5% of time spent with media.

For comparison, eMarketer estimates that marketers will allocate 19% of ad spending to desktop- and laptop-based placements, as consumers spend 23% of their daily media time with desktop and laptop PCs.


 

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