IAB and UKOM publish latest time spent online figure


The IAB and UKOM have updated their definitive figure on how long people actively spend online each day.

Using approved comScore data, UKOM - the official body that measures UK online behaviour - shows that nearly half (48%) of adults' internet time is now spent on smartphones, compared to 38% on desktops/laptops and 14% on tablets (Jul - Dec 2016 data). IAB UK analysis meanwhile shows that, as a result, mobile ad budgets increased 51% to £3.87bn and mobile now accounts for 38 pence in every £1 spent on internet ads.

 

 

This data is based on an average figure from July – December 2016 in the UK. It is updated every six months. 

Read the full IAB UK press release here


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