A five year study conducted by Google and Kantar TNS shows that 74% of UK consumers use smartphones, compared to 51% in 2012.
The report also reveals that almost half (45%) of those over the age of 55 currently use smartphones.
Meanwhile, despite a slight decrease in the use of desktop computers over the past five years, most consumers (77%) still rely on them when doing research.
Many online activities are carried out on a smartphone at least as often as a computer, including using search engines (57%) and social networks (53%).
The survey also shows that people are using more devices than ever. In 2012, 32% of consumers used one screen compared to 13% today, with people now owning an average of 3.4 devices each.
“This in-depth report shows that there is a huge shift in the way that we are consuming content,” said David Black, managing director at Google UK.
“Using a smartphone is becoming second nature and we are using multiple devices on a regular basis. Our devices have become our go-to tool for I-want-to-know, I-want-to-go, I-want-to-buy, I-want-to-do options. For marketers, those that innovate and make the most of mobile will be the ones that are successful.”
Gooogle and Kantar’s findings involved over 625,000 interviews around the world.
