10 Facts About Online Media Use and Attitude

26 April 2016

Recently Ofcom published an in-depth research about adult British media consumption. The report is 203 pages, so we collected the main numbers to save your time.   
1. There has been a sizeable increase in the proportion of internet users saying they only use websites or apps that they’ve used before (42% vs 31% in 2014).

Digital media consumption and time spent

2. In 2014 only 6% of adults who only use smartphones or tablets (not a PC/laptop) to go online. In 2015 – 16%.

Digital media consumption and time spent

3. Resulting decade Mobile replaces TV in the category of “the most-missed media device”.

4. As in 2014, less than one in ten have concerns about advertising/ sponsorship (7%).

5. Around one in four newer users say they are very confident that they are aware of which online content is advertising (26% vs. 50%) and are very confident in ‘going online to do creative things’ (24% vs. 43%).

Digital media consumption and time spent

6. Half of search engine users (51%) were unable to correctly identify adverts or sponsored links in a results page of a search engine.

7. Seven in ten adults say they use apps.

8. Just under half of internet users watch video clips online at least weekly. Mainly on smartphones.

Digital media consumption and time spent

9. Two-thirds (67%) of internet users have ever watched TV programmes or films online through broadcaster services, and just over a third (34%) say they do so at least weekly.

10. 13 per cent of adults are non-users of the internet.

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