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.

Want to learn more?
Tell us your needs, and we'll help you pick solutions that best fit you

    Please select the request that best describes your needs

    *

    *

    *

    Website Privacy Policy

    You Might Also Like
    Year In Review: Key programmatic updates - Admixer blog

    The most turbulent year on record is almost over, and it is time to recharge, recap and reflect on the most important events of the year. 2020 posed a number of challenges for the digital advertising industry with depleted advertising budgets, looming phase-out of cookies and IDFA, and the ongoing quest for privacy and personal […]

    Admixer Year in Review Thumb - Admixer blog
    2020 Rewind: Admixer’s Year in Review

    The most turbulent year on record is almost over, and it is time to recharge, recap and reflect on the most important events of the year. 2020 posed a number of challenges for the digital advertising industry with depleted advertising budgets, looming phase-out of cookies and IDFA, and the ongoing quest for privacy and personal […]

    Read more
    Advertising trends 2021 - Admixer blog

    The end of the year is in sight, and it is crucial to review the key milestones and strategize for the next year. However, predicting the future after the rough ride we just had feels incredibly daunting.  On top of challenges created by the pandemic, 2020 will be remembered for shifts to new privacy regulations […]

    Advertising trends 2021 Thumb - Admixer blog
    9 Digital Advertising Trends That Will Shape 2021

    The end of the year is in sight, and it is crucial to review the key milestones and strategize for the next year. However, predicting the future after the rough ride we just had feels incredibly daunting.  On top of challenges created by the pandemic, 2020 will be remembered for shifts to new privacy regulations […]

    Read more
    Stay updated with Admixer