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BizReport : Internet : September 02, 2015

IAB/UKOM cuts through confusion with 'definitive' data on time Brits spend online

There have many reports claiming to provide marketers with a measurement of how long Brits spend online and with different media, but The Internet Advertising Bureau UK (IAB) and UK Online Measurement Company (UKOM) have published what they claim to be the definitive answer.

by Helen Leggatt

The IAB's chief strategy officer, Tim Elkington, says the organization wanted to put "a stake in the ground" and provide a definitive measurement of time spent online to "help advertisers understand how much time they realistically have to play with to reach people online".

And those figures are?

According to the IAB and UKOM, during the first half of this year, the average Brit spent 2 hours 51 minutes each day using the Internet at home and at work. Forty-five percent of that time online is spent on a computer, 40% on mobile and 15% on a tablet.

Based on The Sleep Council's benchmark that the average Brit sleeps for 6 hours 35 minutes each night, the report calculated that Internet use is equivalent to 1 in every 6 waking minutes.

The IAB and UKOM figures are a more definitive representation of time spent online because only "active attention" is measured. This means only time spent actively using the Internet, as opposed to having a web page open while using another program, such as Word, is portrayed.

The data reveals that:

- 16.7% of all Internet time (across desktop, mobile and tablets) is spent using social media, up from 12% two years ago.

- 12.4% of all Internet time is spent with entertainment, down from 22.1% two years ago;

- 6% is spent with games, up from 3% two years ago;

The data also shows big differences in share of Internet time by device. While 21.4% of mobile/tablet Internet time is spent with social media, it accounts for just 9.8% of desktop Internet time. Conversely, far more of the share of desktop Internet time is spent on entertainment (18.5%) than mobile/tablet (8.3%) and email (5% vs. 0.8%).

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​"When trying to reach consumers, advertisers can't afford to think of time online as a homogeneous entity," said UKOM's General Manager Scott Fleming. "Mobile internet time is more heavily skewed towards social networking and games whilst desktop is more loaded towards email and entertainment such as film and multimedia. "The most effective digital ad strategies recognize and take into account how behavior and mindset differ dramatically by device."

Image via Shutterstock

Tags: Internet, mobile, UK, usage

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