IAB: UK No. 1 In Online Media Consumption
Eighty-one percent of UK adults are now online compared to a European average of 65%, according to IAB Europe's Mediascope Europe report. It shows that the UK leads the way in terms of online penetration with the number of UK adults online increasing by 11% since 2010 and the number of hours spent online increasing by 17% during the same period. The report also shows the UK consumer's willingness to connect to the internet using a variety of touchpoints. It confirms the widespread adoption of tablets in the UK with one in five (21%) UK adults going online using a tablet compared to an average of just 8% in the rest of Europe.