Why digital advertising works
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Posted on: Thursday 09 June 2022 | IAB UK
The annual report includes how people perceive the internet, their experiences of using it and how they are served by online content providers and platforms
Ofcom’s Online Nation report reveals how being online is essential to communication in the UK, with nearly all (94%) of UK adult internet users using an online communications service for messaging and calling in 2021.
There is also a notable shift in how people access the internet, with one in five exclusively using a smartphone to go online, compared to one in ten the previous year. Other key stats revealing how people access and how long they spend on the internet include:
Ofcom’s study also reveals a significant number of people (58%) are watching video game related content and playing games online. Further gaming stats include:
Regarding user experience, Ofcom’s report identifies the prevalence of online risks, particularly among women. The study also identifies that 67% of UK internet users aged 13+ feel that the benefits of being online outweighs the risks.
You can find Ofcom’s Online Nation 2022 report in full here
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