How much time, and on what kind of device, do UK residents spend online? A report from UK Online Measurement (UKOM), in partnership with Ipsos research, provides key insights about the online behavior of UK residents aged 15 and above. Here’s a look at some of the results.

• More than twice as many people in the UK use smartphones over computers for online activity (48,051 compared to 22,173 people), and smartphone users spend an average of 2.5 hours a day scrolling their devices. Overall, smartphone use accounts for an astounding 74% of total online time. Many marketers hoping to reach that segment of the population are investing in mobile-first campaigns.
• Younger audiences (aged 15 to 24), and women, spend the most time online.
•  Households with kids spend more time on mobile than those without children.
• Social media continues to claim the lion’s share of online attention, with Facebook, YouTube, TikTok, Instagram, and Snapchat all taking top spots for time spent.
• Tablets are most popular for watching videos, with YouTube, Netflix, BBC iPlayer, TikTok, ITVX, and Amazon Prime Video ranking in the top 10 for tablet minutes. 

Additional insight for marketers includes a look into consumer’s online activities during the holiday period—from engaging with the NORAD Santa Tracker on Christmas Eve, to watching Amazon Prime Video on Christmas Day, to searching for online sales on Boxing Day —plus evergreen info on how UK citizens date online. (Hint: London is a Tinder hotspot!)

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