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UK Consumers Get Increasingly Connected

Connected device ownership high in the UK

June 6, 2016

A study by the Internet Advertising Bureau UK (IAB UK) illustrated just how quickly consumers in Great Britain are adding to their multidevice households.

Average Number of Devices Owned by Households in Great Britain, March 2015 & Feb 2016

Between March 2015 and February 2016, the average number of devices per household rose across the board—from connected TVs, up slightly from 0.5 to 0.6 per household, to smartphones, up from 1.7 to 2.1.

Separate April 2016 research from Adobe Digital Index, meanwhile, indicated that not only were UK internet users ahead of most of their Western European peers when it came connected device ownership, but they were also most likely to use them on a regular basis.

The study found that the average number of devices owned was 6.3—matched only by the Netherlands—with 3.1 of those devices being used daily—Germany was next with 2.9.

One manifestation of such trends is simultaneous media consumption, and in the UK this is becoming an ever more common habit. As device ownership increases that habit might become normality.

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