Friday, February 15, 2013
You must download the comScore UK Digital Future 2013 report
This is an excellent report (free) that contains some fascinating data about the age profile of digital use in the UK.
The report examines how the latest trends in web usage, online video, mobile and search, social and shopping are shaping the UK digital marketplace and what that means for the coming year.
A couple of headlines from these two charts:
Silver Surfers (horrible phrase) is the larges group of Internet users in the UK
In December 2012, 72% of all phones acquired by the 55+ were smartphones
There is one thing that bugs me about comScore's work. The oldest age group is 55+. This is far too large. Come on guys, surely you can get some better definition on older consumers than this massive 'catch all' age group. Dick Stroud