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UK ahead in internet and gadget use

Consumers in the UK are, on average, not only more likely to go online and make fuller use of the internet than those in Europe as a whole; they have also shown a greater propensity to use mobile devices such as smartphones and tablets to access the web while on the move.

These are the findings from a seminal new report by Mediascope Europe, in association with the Internet Advertising Bureau Europe.

According to the report, which is based on a survey of 50,000 respondents in 28 countries, 81 per cent of UK consumers are now online, compared with an average 65 per cent across Europe as a whole.

Furthermore, the survey found that the average time spent in the UK per week online is two hours longer than the European average.

In reference to the proportion of smartphone owners, the comparative figures for the UK and for the European average were found to be 59 per cent and 44 per cent respectively.

The proportion of tablet owners was found to be less across both the UK and Europe; but again the figure for the UK was higher than that for Europe as a whole, standing at 21 per cent compared with a European average of just 8 per cent.

Elsewhere, the report identifies variations between the UK and Europe as a whole in how mobile web is used. 19 per cent of UK users last year used their smartphone to shop online, compared with just 11 per cent across Europe as a whole.

The report also reveals that UK consumers now use newspapers less than tablets for studying news stories.

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