Brits spend around 25% of their waking day online on average

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 25, 2020, 11:42 AM UTC

Ofcom’s recent report reveals that people are spending more time online than watching TV or listening to radio.

With the pandemic accelerating the shift away from traditional media, an average UK adult now spends 25% (four hours and two minutes) of their day online (on average), compared to three-and-a-half hours in September 2019. Further, 32% of online adults are now spending time looking at video-sharing content than watching broadcast TV.

Usage of video-sharing and video-calling services has increased with TikTok attracting 12.9 million people in the UK in April and, Zoom users improved from 659,000 to 13 million. 40% of respondents and 59% of older children who use video-sharing platforms are creating and uploading videos.

However, direct comparison between video-sharing services and broadcast TV could be misleading, as per Thinkbox. 21% of 16-34 broadcaster TV viewing is on-demand.

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