POST Online Media Lite Edition


Consumers in UK do not like mobile browsers

Staff writer |
Mobile behaviors among UK consumers have evolved considerably in recent years, but one of the more striking statistics is the split between mobile app vs. mobile web usage.

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The advent of smartphones, primarily the iPhone, brought with it the introduction of a carefully curated digital experience, in which users no longer needed to open a web browser and then navigate to a site each time they wanted to get somewhere online, eMarketer reports.

Instead, their "go-to" digital destinations could be, essentially, bookmarked and placed on the home screen via apps. The battle for smartphone screen real estate had begun.

And it’s been a battle worth fighting. March 2015 data from comScore MMX MP and Mobile Metrix found that mobile apps accounted for a much greater proportion of time spent with the mobile internet than mobile browsers in the UK—fully four-fifths of total time.

If one were to apply that proportion to eMarketer’s estimate for time spent with mobile media in 2015, in-app time would amount to 1 hour 55 minutes per day.

UK consumers are clearly big mobile app users. Moreover, smartphone usage is particularly high in the region. eMarketer estimates that 38.3 million individuals, or 58.7% of the population, were expected to use smartphones at least monthly in 2015.

Tablet usage wasn’t far behind, with 32.8 million users or 50.3% of the overall population. And user numbers are set to grow further: eMarketer projects there will be 41.4 million smartphone users and 35.0 million tablet users in 2016.

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