In the UK, Female Internet Users Browse via Smartphone More Than Their Male Counterparts - eMarketer
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In the UK, Female Internet Users Browse via Smartphone More Than Their Male Counterparts

Nearly 50% of total time spent online by female UK internet users was via smartphone.

June 10, 2016 | Demographics | Demographics | Mobile

Female internet users in the UK spent more of their time online on smartphones than any other device in April 2016, according to data from comScore. Nearly half of all online time spent was on smartphones, with another 35% of time spent online via a desktop or laptop computer.

Men generally spent less of their total online time on smartphones; 48% of all time spent was on desktop or laptop computers. But both genders did share one thing: very little time spent on tablets.

In fact, the only internet users in the UK who spent more than 20% of their online time on tablets were those ages 55 and older—and that group, in turn, spent less time online with smartphones than any other. Across all ages and genders, just 14% of online time was spent on tablets.

Online smartphone usage generally declined the older respondents were—especially among men.

Female smartphone internet users ages 18 to 24, for example, spent 59% of their time online via smartphone, whereas those ages 35 to 44 spent 49% of their online time similarly. The same can be said of male internet users, where the ends of the spectrum are even more extreme: Men ages 18 to 24 spent 53% of their online time on their smartphones, whereas men ages 55 and older spent just 22% of their time in the same way.

Social media is the primary driver when explaining why female smartphone users spent more time online via smartphone than their male counterparts. The average female smartphone user spent 329 more minutes on smartphone social media than male users.

In the UK, at least, female users prefer to spend their time on their smartphones, especially when it comes to using social media.

eMarketer research shows that adults in the UK will spend nearly two hours on their smartphones per day in 2016, and over two and a half hours on all mobile devices daily. Total digital time, including desktop and laptop computers, tablets and mobile phones, will nearly eclipse five hours in 2016.

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