UK consumers are spending an extra half-hour every day on digital devices and platforms compared to last year, according to a new study.
eMarketer, a research firm that specialises in digital marketing, media and commerce, said that consumers in the UK have been quick to take their media consumption habits onto digital platforms and channels, and are increasingly going mobile.
In fact, the rapid increase of digital among UK adults has primarily been the result of a surge in time spent with various mobile devices, the company said.
“UK consumers already have a pretty packed media day, but mobile use is clearly filling in any gaps,” commented eMarketer analyst Bill Fisher. “The rapid rise in time spent with mobile comes as no surprise. With each new smartphone or tablet release, the computing capabilities of these mobile devices improves, and consumers are clearly putting them to good use.”
In 2015, total media consumption time in the UK is expected to reach 9 hours and 31 minutes, with digital accounting for a 48.7% share. Digital is set to take a majority share in total media time next year, with the proportion rising to 51.5%.
UK adults’ average total daily mobile time will reach an estimated 2 hours 24 minutes this year, up 27 minutes from 2014 and an almost fivefold increase compared to 2011, when that figure stood at just 31 minutes, eMarketer reported.
This shift in media habits has not gone unnoticed by marketers, who are moving more and more of their advertising to mobile. A separate eMarketer study says that mobile ad spending in the UK will overtake spending on print advertising this year.
The research firm expects mobile advertising expenditure to rise 45% this year to over £3 billion, accounting for 20% of total media spending in the country (and 40% of digital ad spending). By comparison, spending on print will reach £2.67 billion, or 16.4% of total UK media spending in 2015.
With digital accounting for as much as half of all paid media ad spending in the UK by next year, marketers choosing to ignore digital platforms run the risk of getting left behind.