Mobile-First Internet Access

Smartphones continue to dominate internet usage, accounting for three-quarters of online time, with increasing app usage among adults 25+.

Themes

Experiences Over Material Goods , The Blurring of Physical and Digital Realities

Timeframe

immediate

Subcategories

Consumer Behavior Market Trends Online Communities Social Media

Impact areas

App Development Content Consumption Mobile Commerce

Detailed Analysis

Smartphones are the primary device for internet access, accounting for 75% of daily online time for UK adults. "Three-quarters of the time spent online per day in May 2024 by UK adults was on smartphones." This trend is accompanied by a rise in the average number of apps used by adults aged 25 and older, while app usage among 18-24-year-olds has slightly decreased.

Context Signals

Younger adults (25-34) spend the highest proportion of their time online on smartphones (83%). Older adults (65+) spend the least amount of time online via smartphones (56%).

Edge

Businesses need to prioritize mobile optimization for websites and services to reach the largest audience. The increasing number of apps used by older adults presents opportunities for developers targeting this demographic. The dominance of smartphones could lead to further innovation in mobile technologies and user interfaces.

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