Interactive Advertising Bureau
14 November 2016

comScore report: Behind the Scenes: A global perspective on the UK’s Digital Future

In the past 20 years, the proportion of non-US internet users measured by comScore has increased from 34% of the global desktop population to 89%, with EMEA now accounting for a third of this audience across the globe.

Global trends such as the growth of mobile platforms have created new digital time, and distributed audiences across devices. Understanding nuances of each platform, important synergies between them, and subtleties unique to the UK are key to making the most of consumers’ shift to multi-platform usage.

Some key insights:

  • Total minutes on desktop have remained flat in the past year, but mobile adds an enormous 186% of incremental digital time in the UK.
  • The majority of consumers use mobile to complement desktop usage in the UK, but these devices add 7% of incremental users that are not active on desktop.
  • 79% of the UK digital audience aged between 25 and 54 years are now multi-platform users, accessing the Internet through both desktop and mobile devices.
  • In the UK, the average minutes per user on mobile peak with younger users, and decline through age groups.


Read the original report here.

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