New figures from research company comScore show how UK consumers are increasingly relying on their internet connections and their smartphones.
People in the UK spent more time online than the citizens of any other European country - an average of 37 hours per month - while desktop internet usage was up 5% year-on-year to 44.8 million people in December 2012. Overall, nearly a third of all UK web page views came from smartphones and tablets.
82% of new phones acquired in December 2012 were smartphones, driving UK smartphone penetration to 64% of all mobile users.
Online shopping has now been adopted by 9 out of 10 UK internet users . Meanwhile mobile shopping (m-commerce) has seen strong growth recently; in December 2012, smartphones were used in the UK by one in five people to buy goods or services.
Mike Read, SVP and Managing Director for comScore in the UK, said “We’ve been preparing for a future scenario where most people will consume content on the go and PCs would no longer be the centre of the digital universe. This future is quickly becoming a reality with smartphones, now in the hands of 2 out of every 3 UK mobile phone owners, and devices such as smartphone and tablets now driving nearly a third of internet usage. 2013 is shaping up to be an exciting year that started with a successful launch of our partnership with UKOM and will soon see the introduction of a much-needed, multi-platform audience measurement tool. The ability to understand usage across computers, smartphones and tablets will better reflect the state of digital media today, facilitate cross-platform comparisons, and enable clients to effectively manage their digital investments.”