Smartphones are most important internet device for 48% of UK

Rob Clapp

An overview of the most important internet device for UK adults between 2013 and 2018.

Smartphones are the most important internet device for nearly 50% of internet using adults (aged 16+) in the UK, according to the latest data from Ofcom. 48% of the UK population claimed their smartphone was the most important device, while just 24% said their laptop was most important.

Smartphones have seen a dramatic increase in importance since 2013, rising 33 percentage points (pp) from just 15% in 2013. This is coupled with a significant decline for laptop, falling from 46% in 2013 to 24% this year.

Between 2013 and 2018, desktop fell by 19pp, while tablet rose by 7pp. The...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands