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.
