UK consumers use apps more than ever

Posted on: Tuesday 26 January 2016

Mobile media is being consumed readily, especially via apps.

Share this

UK mobile users are now more likely than ever to use mobile apps when they're online. Even when they’re not online, apps account for a huge proportion of time spent with mobile media. 

App usage is growing substantially as the use of smartphones and tablets continues to rise. The influence of mobile on UK consumers is expanding. UK adults are spending an average of two hours and 24 minutes each day on non-voice mobile activities, according to a recent study conducted by eMarketer.

This media consumption is topped only by time spent with traditional TV. It's a significant rise from 2010, when non-voice mobile activities totalled just 18 minutes on average.

Mobile behaviours among UK consumers have shifted considerably in recent years. This is most prominent in the split between mobile apps and mobile web usage. Users no longer need to search via a mobile browser, but instead can go straight to a mobile app. 

March 2015 data from comScore MMX MP and Mobile Metrix found that mobile apps now account for 81 per cent of time spent using mobile internet. 

Share this

Topics

Related content

Katherine Hansford discusses mobile

Moving on from a decade of mobile

Learn more
Nicholas Graham

Digital Audio Britain

The IAB’s Autumn 2018 Digital Audio Britain series proves that digital audio continues to slip comfortably into our lives very conveniently

Learn more
Andy-McNab

Pernod Ricard and S4M, a Travel Retail Campaign

Reaching Your On The Go Target Audience. 

Learn more

Live broadcasts go to the top of Twitter users' timelines

Twitter is prioritising live broadcasts in the timelines of its mobile users, as it undergoes a redesign of its desktop platform.
 

Learn more

Looking to boost your skills?

Lasting two hours each, our virtual training modules have been designed to fit into your day while you work from home and provide you with the opportunity to learn new skills and keep your team up-to-date with latest best practice.