Adults are spending an average of 4 hours and 20 minutes each day online across smartphones, tablets and computers in the U.K., according to figures from Ofcom's annual Online Nation report diving into consumer digital habits. The figure is a big jump compared to 2023, when adults over 18 spent an average of 3 hours and 41 minutes online, especially when you consider that the difference with 2022 was just 8 minutes. As you can see from the table above, the average is being driven in large part by usage among younger adults. 18-24 year-olds hooked on TikTok and Instagram are spending six hours and 1 minute online. That is up by 1.5 hours over 2023, when they were online for 4 hours 36 minutes. Perhaps predictably, the over-65 bracket is spending the least time at 3 hours, 10 minutes. One big question is whether younger users of today be as active online (or even more) when they become the seniors. Two-horse race. Overall, there is a long tail of services that attract audience but two...
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