UK Mobile Buyers and Penetration, by Device

Timeframe20222023202420252026
Smartphone
– millionsMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– % changeMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– % of smartphone usersMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– % of mobile buyersMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– % of digital buyersMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– % of populationMaximum of two rows can be charted.
Deselect another chart icon to add this one.
Tablet
– millionsMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– % changeMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– % of tablet usersMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– % of mobile buyersMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– % of digital buyersMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– % of populationMaximum of two rows can be charted.
Deselect another chart icon to add this one.

Source: eMarketer

Note: ages 14+; mobile device users who have used their mobile device to make at least one purchase via web browser or mobile app during the calendar year; devices listed are not mutually exclusive; there is overlap between groups

Additional Note: Smartphones are any voice handset with an advanced operating system (e.g., Android, BlackBerry, iOS, Windows Phone, etc.) and features/capabilities that resemble a PC. Tablets are touchscreen devices with a color display ranging 5-14 inches, a Wi-Fi connection or mobile data plan and an advanced operating system such as Android, BlackBerry, iOS or Windows. Though some have detachable keyboards, touch is the primary interface. Excludes devices with a cellular voice connection. Examples include Amazon Kindle Fire, Apple iPad, Google Nexus 7 or 10, Microsoft Surface and Samsung Galaxy Tab.

Methodology: Estimates are based on the analysis of survey and traffic data from other research firms, consumer smartphone and tablet adoption trends, and consumer mobile shopping activity trends.

Become a Client
Powerful data and analysis on nearly every digital topic.