Mobile to account for nearly half of Brits’ digital media time

The average British consumer now spends more than one hour every day using mobile devices, according to the results of a new study.

In its report, eMarketer also predicts that the average use of smartphones, tablets and feature phones will reach one hour 49 minutes before 2015. This marks an increase of 30 minutes from the current figure.

With desktop and laptop growth slowing too, mobile is expected to account for just over 49 per cent of the average consumer’s digital media time – which is set to reach three hours 41 minutes per day.

This, in turn, will make up 42 per cent of total content consumption time, which also includes the conventional channels of television, radio and print, reports.

The data corresponds with eMarketer’s predictions that spending on digital advertising is set to rise again in 2014, this time by 13 per cent. The rate of growth, however, has slowed slightly; in 2013, spending increased by 16 per cent to reach £6.27 billion,

Across all media formats, companies are expected to spend almost £15 billion on advertising this year – this marks a growth of just six per cent.

According to, the data for the predictions was compiled from a number of company reports, government agencies and research firms.