UKOM: Insights - Who is the 'mobile only' audience?
Posted on: Wednesday 22 February 2017 | UKOM
Using UKOM approved comScore data, this report provides insights into who the 'mobile only' audience are.
Latest UKOM approved comScore data shows that in December 2016, three quarters (74%) of online adults are now multi-platform – that is they use both a laptop or desktop AND a mobile device – either a smartphone or tablet – to access the internet. The remainder access using either desktop only (16%) or mobile only (10%).
The theory that large swathes of Britons are deserting the desktop in favour of mobile devices does not seem to stack up. comScore data over the last 2 years shows that desktop audiences and time online is flat. However, although most of the UK adult online population is not in a rush to abandon the desktop, the 4 million who are currently ‘mobile only’ is not an insignificant number. This month UKOM asks - 'who is the mobile only audience?'
Ipsos iris: 93% of online population use smartphones
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...Learn more
UKOM: Digital Market Overview Q3 2020
The Digital Market Overview provides a top-line snapshot on audience online behaviour, using UKOM approved Comscore multi-platform data that reports...Learn more
Good impressions count - now more than ever
When it comes to digital advertising, not all impressions are equal and premium content environments are delivering more for brands, writes IAB UK’s Head...Learn more
UKOM: Digital Market Overview Q2 2020
The Digital Market Overview provides a top-line snapshot on audience online behaviour in June 2020, using UKOM approved Comscore multi-platform data...Learn more