Media use close to saturation point in the UK reaching 50% on digital

This month, eMarketer forecasted that media consumption in the UK has plateaued, a a state of little or no change. However, according to eMarketer’s latest time spent with media forecast, people in the UK will engage with media more than ever this year:



  • Adults in the UK will spend half of their media time with digital.
  • Mobile will account for more than 32% of media time in the UK—overtaking TV for the first time.

“Many traditional habits are simply transitioning over to digital devices and platforms, while digital-only habits continue to proliferate. However, what’s apparent from this forecast is that UK adults have reached a plateau. While the media mix may ebb and flow, and it will increasingly flow toward mobile, adults’ media consumption capacity has reached its peak,” said eMarketer’s UK analyst, Bill Fisher.