The UK Digital Future in Focus report reveals trends in digital behaviour across the global markets measured by comScore.

It reveals that the UK has the third largest desktop audience in the EMEA region ( 39.6m), behind Russia and Germany; that the UK has the highest average desktop minutes per user worldwide, making the UK the most engaged digital audience, according to comScore; and that in Europe, social media sites account for 22% of desktop time spent online.

It also showed that 36% of smartphone users in the UK use their devices while watching TV, and that the UK has some of the lowest in-view and in-target rates across EU5 (France, Spain, Germany, Italy, UK).

“Desktop maintains large audiences, which is an key factor in its continued dominance of advertising and commercial interest,” the report said. “Mobile has grown in reach and consumption, especially amongst younger demographics, meaning desktop no longer tells the full story.

“The extent of this incremental ‘total digital population’ and consumption beyond desktop varies dramatically at category and publisher level. Understanding these, as well as demographic nuances, helps all sides of the ecosystem benefit from the increased digital opportunity.”