Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Global Media Intelligence 2020: United Kingdom

Key Features

The UK is an advanced digital market, where ownership of several digital devices has already reached a plateau.

  • More than eight in 10 UK internet users ages 16 to 64 polled in H1 2020 owned a desktop or laptop, and 57.2% owned a tablet, per GlobalWebIndex. Compared with H1 2019, PC ownership declined slightly, while tablet ownership rose.
  • Smartphone penetration climbed to 95.0% in the UK this year, from 92.6% in H1 2019. Interestingly, mobile was the only category in which the time spent figure increased from last year, according to GlobalWebIndex. Internet users in the UK spent an average 2 hours, 29 minutes (2:29) daily engaged with mobile in H1 2020. Yet PCs and tablets still claimed more than an hour more at 3:33.
  • Smart TVs are still growing in popularity. Almost half (49.6%) of UK internet users polled in H1 2020 had such a device, compared with 45.1% in H1 2019. In affluent households, nearly 57% owned a smart TV this year.
  • Smart home items are also gaining traction. Overall, the share of internet users who owned a smart home device—such as a web-enabled system designed to monitor household energy consumption—rose from 16.5% last year to 21.0% in H1 2020. Among respondents at the higher end of the income scale, that figure was 28.5%.
  • At the same time, some devices may be losing momentum, at least among the online population as a whole. Penetration of smart wristbands inched up to just 13.1%, for example—though ownership was higher (16.5%) among female internet users. Only 12.5% of respondents owned a smartwatch, and penetration was no greater than 17.5% in any demographic. Penetration of gaming consoles fell year over year (YoY) from 39.2% to 36.8%.


Karin von Abrams


Anam Baig
Senior Editor
Joanne DiCamillo
Donte Gibson
Chart Editor
Kathleen Hamblin
Chart Editorial Manager
Dana Hill
Director of Production
Erika Huber
Copy Editor
Magenta Ranero
Senior Chart Editor
Hilary Rengert
VP, Research Strategy
Amanda Silvestri
Senior Copy Editor
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client