Mobile Tops TV as the First Screen for U.K. Consumers

Mobile Tops TV as the First Screen for U.K. ConsumersConsistent with what the research shows from a new study commissioned by Weve, nearly half of all 18-34 year olds now consider mobile their first and most important screen.

This comes as a major blow to the TV screen and a major boost to the smartphone and tablet.

Mobile devices are now firmly established as competitors to conventional media channels in the UK, the report reads.

Based on a nationwide survey of 2,000 adults between the ages of 18-55+, the study conclusively demonstrates the rapid ascent of mobile devices to ‘first screen’ status, especially in the much sought after 18-34 demographic.

Other highlights from the research include:

  • While 40% of total respondents consider their PC the most important screen, with a strong bias to work activity, overall 28% of respondents say that mobile devices are now their first screens, ahead of TV at 27%.
  • Over a quarter of consumers turn to their mobile first to interact with online content, rising to 45% amongst 18-34 year olds
  • Nearly one in ten consumers turn to their mobile first to make online purchases39% [over 1 in 3] cite their mobile device as the screen they look at most often

“The rise in importance of mobile is well-documented, but this research shows the true extent of consumers’ changing relationship with the devices in their pockets,” says David Sear, the CEO of Weve. “Today, over 32% of our 20-million, opted-in customer base are actively using their mobile as their first screen and most importantly going online and purchasing through their device. We’re delivering broadcast-scale audiences, consumers who actively want to engage with companies and brands through their devices. In combination with our deep and broad insight into our customers, it gives Weve a unique opportunity to bring consumers and brands together in new ways.”