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?'

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