According to eMarketer, in 2015 UK adults will spend an average of two hours and 26 minutes a day on mobile, compared with two hours and 13 minutes on desktops/ laptops. Since 2011, time spent on desktops/ laptops has increased by just a few minutes per year, while time spent on mobile devices has grown by between 20 and 30 minutes each year. This is mostly accounted for by smartphones ( 62% of time spent on mobile), and tablets make up the rest of the time.

“UK adults aren’t moving their media consumption habits to digital platforms at the expense of traditional ones,” said Bill Fisher, analyst at eMarketer. “Rather, they are adding it to their overall media day.”

“This also holds true for platforms like social media, with time spent via mobile adding to time spent via laptops and desktops.”