Ipsos iris: 93% of online population use smartphones

Posted on Monday 19 July 2021 | IAB UK

The pandemic has not impacted the dominance of smartphones, with latest Ipsos iris data showing that time spent on smartphones accounts for 55% of all time spent online

The rise of mobile has been in the spotlight for years, with 2019 marking the first time that spend on mobile surpassed spend on desktop - a trend that continued in 2020 with 59% of all digital ad spend on smartphone advertising. 

According to latest Ipsos iris online audience data, these spend trends are mirrored by people’s use of and time spent with smartphones. Findings show that… 

  • 93% of the total internet population aged 15 and over use smartphones. This is over double the amount of people that use computers and three times the amount that use tablets 
  • Time spent with smartphones accounts for 55% of all time spent online, vs 36% on computers and 10% on tablets 
  • Those aged between 25 -34 years and 35-44 years spend the most time online via their smartphones

The below deck also details the top 10 group brands by both total audience and time spent. This shows that Facebook, Google and YouTube all reach over 90% of the total internet population aged 15 and over. Meanwhile, TikTok, Snapchat and Twitter all enter the top 10 for time spent, with TikTok commanding the highest average minutes per person. 

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