Sep 18, 2015
Ofcom? More Like 'Oncom' — The UK Is Now a Smartphone Society
Ofcom's 2015 report confirms what Mediareach already knew: the UK has become a smartphone society. Here's what the data says about digital habits, and why multicultural marketers must adapt.
⏱ 4 min read
By mediareach
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"name": "Ofcom? More Like 'Oncom' — The UK Is Now a Smartphone Society",
"description": "How Mediareach helped Ofcom reach diverse UK audiences with vital telecom and online safety messaging. See the culturally intelligent campaign strategy.",
"keywords": "Ofcom smartphone society UK, UK digital revolution 2015, smartphone adoption UK adults, social media daily usage UK, mobile marketing UK, digital consumer habits UK, multicultural digital marketing, smartphone 55-64 year olds, online video watching UK, YouTube information source UK, Mediareach digital strategy, digital media landscape UK",
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"datePublished": "2015-09-18T00:00:00.000Z"
}We have been saying how times are changing — and so are we. Ofcom's most recent report on the communications market in the UK proves this (not that we needed any convincing). As the digital revolution continues, consumer habits are shifting rapidly. The report declared that the UK is now a 'smartphone society', and the numbers are striking.
The Smartphone Takeover
33% of internet users now consider their smartphone the most important device for going online, compared to 30% who still favour their laptop. Smartphone ownership among UK adults has surged from 39% in 2012 to 66% today. This shift is not confined to the young: among 55-64 year olds, smartphone users have jumped from 19% to 50% since 2012.
Email access has exploded too. Today 52% of adults have email access — a staggering rise from just 5% in 2005.
Social Media and Video
Social media has drastically changed the media landscape. 7 in 10 internet users have a social media profile, and 81% visit their profiles at least once a day, mainly through smartphones.
Since the 2012 digital switchover, online viewing has increased significantly. The number of people watching short videos online has risen from 21% in 2007 to 39%, driven largely by YouTube, which 32% of internet users now cite as an important information source.
"Ofcom, your report nailed it. It's just a shame we got there before you did!"
Mediareach
Ofcom 2015: The UK Digital Snapshot
Smartphone Ownership: 66% of adults (up from 39% in 2012) Smartphone as Most Important Device: 33% (vs. 30% for laptops) 55-64 Year Old Smartphone Users: 50% (up from 19% in 2012) Adults with Email Access: 52% (up from 5% in 2005) Social Media Profiles: 7 in 10 internet users Daily Social Media Visits: 81% of profile owners Short Video Watching Online: 39% (up from 21% in 2007) YouTube as Information Source: 32% of internet users
What This Means for Marketers
Although digitisation has had the greatest impact on 16-24 year olds, older generations are also adjusting. As the UK becomes more digital, agencies must become more digital-friendly too.
At Mediareach, we recognise that digital marketing is the way forward and that our strategies must meet the demands of this changing media landscape. Our digital and creative teams integrate to ensure our brands are recognised across all platforms and devices — from short video production and monthly newsletters to social media competitions delivered straight to customer inboxes.
Stay Ahead of the Digital Curve
Mediareach's integrated digital and creative teams deliver strategies that meet the demands of the UK's changing media landscape. Reach your audiences where they actually are — on every platform and device.
Sources & References
Ofcom, "The Communications Market Report 2015," UK Communications Regulator, August 2015. ofcom.org.uk
Mediareach Advertising, "Digital and Social Media Marketing Services," 2015. mediareach.co
Ofcom smartphone society UK
UK digital revolution 2015
smartphone adoption UK adults
social media daily usage UK
mobile marketing UK
digital consumer habits UK
multicultural digital marketing
smartphone 55-64 year olds
online video watching UK
YouTube information source UK
Mediareach digital strategy
digital media landscape UK
The UK's pioneering multicultural marketing and advertising agency. Over 40 years connecting brands with diverse communities through cultural insight, creative excellence, and intelligent media strategy. mediareach.co
Latest Updates
(MRA — 02)
©2026
Sep 18, 2015
Ofcom? More Like 'Oncom' — The UK Is Now a Smartphone Society
Ofcom's 2015 report confirms what Mediareach already knew: the UK has become a smartphone society. Here's what the data says about digital habits, and why multicultural marketers must adapt.
⏱ 4 min read
By mediareach
{
"@context": "https://schema.org",
"@type": "Article",
"name": "Ofcom? More Like 'Oncom' — The UK Is Now a Smartphone Society",
"description": "How Mediareach helped Ofcom reach diverse UK audiences with vital telecom and online safety messaging. See the culturally intelligent campaign strategy.",
"keywords": "Ofcom smartphone society UK, UK digital revolution 2015, smartphone adoption UK adults, social media daily usage UK, mobile marketing UK, digital consumer habits UK, multicultural digital marketing, smartphone 55-64 year olds, online video watching UK, YouTube information source UK, Mediareach digital strategy, digital media landscape UK",
"url": "/insights/ofcom-multicultural-telecom-digital-inclusion-campaign",
"image": "https://framerusercontent.com/images/cPuaKOYpkCaOZVRoGafVnx8ZgXE.webp?width=1500&height=837",
"author": {
"@type": "Person",
"name": "mediareach",
"url": "https://mediareach.co/"
},
"publisher": {
"@type": "Organization",
"name": "Mediareach"
},
"datePublished": "2015-09-18T00:00:00.000Z"
}We have been saying how times are changing — and so are we. Ofcom's most recent report on the communications market in the UK proves this (not that we needed any convincing). As the digital revolution continues, consumer habits are shifting rapidly. The report declared that the UK is now a 'smartphone society', and the numbers are striking.
The Smartphone Takeover
33% of internet users now consider their smartphone the most important device for going online, compared to 30% who still favour their laptop. Smartphone ownership among UK adults has surged from 39% in 2012 to 66% today. This shift is not confined to the young: among 55-64 year olds, smartphone users have jumped from 19% to 50% since 2012.
Email access has exploded too. Today 52% of adults have email access — a staggering rise from just 5% in 2005.
Social Media and Video
Social media has drastically changed the media landscape. 7 in 10 internet users have a social media profile, and 81% visit their profiles at least once a day, mainly through smartphones.
Since the 2012 digital switchover, online viewing has increased significantly. The number of people watching short videos online has risen from 21% in 2007 to 39%, driven largely by YouTube, which 32% of internet users now cite as an important information source.
"Ofcom, your report nailed it. It's just a shame we got there before you did!"
Mediareach
Ofcom 2015: The UK Digital Snapshot
Smartphone Ownership: 66% of adults (up from 39% in 2012) Smartphone as Most Important Device: 33% (vs. 30% for laptops) 55-64 Year Old Smartphone Users: 50% (up from 19% in 2012) Adults with Email Access: 52% (up from 5% in 2005) Social Media Profiles: 7 in 10 internet users Daily Social Media Visits: 81% of profile owners Short Video Watching Online: 39% (up from 21% in 2007) YouTube as Information Source: 32% of internet users
What This Means for Marketers
Although digitisation has had the greatest impact on 16-24 year olds, older generations are also adjusting. As the UK becomes more digital, agencies must become more digital-friendly too.
At Mediareach, we recognise that digital marketing is the way forward and that our strategies must meet the demands of this changing media landscape. Our digital and creative teams integrate to ensure our brands are recognised across all platforms and devices — from short video production and monthly newsletters to social media competitions delivered straight to customer inboxes.
Stay Ahead of the Digital Curve
Mediareach's integrated digital and creative teams deliver strategies that meet the demands of the UK's changing media landscape. Reach your audiences where they actually are — on every platform and device.
Sources & References
Ofcom, "The Communications Market Report 2015," UK Communications Regulator, August 2015. ofcom.org.uk
Mediareach Advertising, "Digital and Social Media Marketing Services," 2015. mediareach.co
Ofcom smartphone society UK
UK digital revolution 2015
smartphone adoption UK adults
social media daily usage UK
mobile marketing UK
digital consumer habits UK
multicultural digital marketing
smartphone 55-64 year olds
online video watching UK
YouTube information source UK
Mediareach digital strategy
digital media landscape UK
The UK's pioneering multicultural marketing and advertising agency. Over 40 years connecting brands with diverse communities through cultural insight, creative excellence, and intelligent media strategy. mediareach.co
Latest Updates
(MRA — 02)
©2026
Sep 18, 2015
Ofcom? More Like 'Oncom' — The UK Is Now a Smartphone Society
Ofcom's 2015 report confirms what Mediareach already knew: the UK has become a smartphone society. Here's what the data says about digital habits, and why multicultural marketers must adapt.
⏱ 4 min read
By mediareach
{
"@context": "https://schema.org",
"@type": "Article",
"name": "Ofcom? More Like 'Oncom' — The UK Is Now a Smartphone Society",
"description": "How Mediareach helped Ofcom reach diverse UK audiences with vital telecom and online safety messaging. See the culturally intelligent campaign strategy.",
"keywords": "Ofcom smartphone society UK, UK digital revolution 2015, smartphone adoption UK adults, social media daily usage UK, mobile marketing UK, digital consumer habits UK, multicultural digital marketing, smartphone 55-64 year olds, online video watching UK, YouTube information source UK, Mediareach digital strategy, digital media landscape UK",
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"author": {
"@type": "Person",
"name": "mediareach",
"url": "https://mediareach.co/"
},
"publisher": {
"@type": "Organization",
"name": "Mediareach"
},
"datePublished": "2015-09-18T00:00:00.000Z"
}We have been saying how times are changing — and so are we. Ofcom's most recent report on the communications market in the UK proves this (not that we needed any convincing). As the digital revolution continues, consumer habits are shifting rapidly. The report declared that the UK is now a 'smartphone society', and the numbers are striking.
The Smartphone Takeover
33% of internet users now consider their smartphone the most important device for going online, compared to 30% who still favour their laptop. Smartphone ownership among UK adults has surged from 39% in 2012 to 66% today. This shift is not confined to the young: among 55-64 year olds, smartphone users have jumped from 19% to 50% since 2012.
Email access has exploded too. Today 52% of adults have email access — a staggering rise from just 5% in 2005.
Social Media and Video
Social media has drastically changed the media landscape. 7 in 10 internet users have a social media profile, and 81% visit their profiles at least once a day, mainly through smartphones.
Since the 2012 digital switchover, online viewing has increased significantly. The number of people watching short videos online has risen from 21% in 2007 to 39%, driven largely by YouTube, which 32% of internet users now cite as an important information source.
"Ofcom, your report nailed it. It's just a shame we got there before you did!"
Mediareach
Ofcom 2015: The UK Digital Snapshot
Smartphone Ownership: 66% of adults (up from 39% in 2012) Smartphone as Most Important Device: 33% (vs. 30% for laptops) 55-64 Year Old Smartphone Users: 50% (up from 19% in 2012) Adults with Email Access: 52% (up from 5% in 2005) Social Media Profiles: 7 in 10 internet users Daily Social Media Visits: 81% of profile owners Short Video Watching Online: 39% (up from 21% in 2007) YouTube as Information Source: 32% of internet users
What This Means for Marketers
Although digitisation has had the greatest impact on 16-24 year olds, older generations are also adjusting. As the UK becomes more digital, agencies must become more digital-friendly too.
At Mediareach, we recognise that digital marketing is the way forward and that our strategies must meet the demands of this changing media landscape. Our digital and creative teams integrate to ensure our brands are recognised across all platforms and devices — from short video production and monthly newsletters to social media competitions delivered straight to customer inboxes.
Stay Ahead of the Digital Curve
Mediareach's integrated digital and creative teams deliver strategies that meet the demands of the UK's changing media landscape. Reach your audiences where they actually are — on every platform and device.
Sources & References
Ofcom, "The Communications Market Report 2015," UK Communications Regulator, August 2015. ofcom.org.uk
Mediareach Advertising, "Digital and Social Media Marketing Services," 2015. mediareach.co
Ofcom smartphone society UK
UK digital revolution 2015
smartphone adoption UK adults
social media daily usage UK
mobile marketing UK
digital consumer habits UK
multicultural digital marketing
smartphone 55-64 year olds
online video watching UK
YouTube information source UK
Mediareach digital strategy
digital media landscape UK
The UK's pioneering multicultural marketing and advertising agency. Over 40 years connecting brands with diverse communities through cultural insight, creative excellence, and intelligent media strategy. mediareach.co