Ofcom reveals the multi-tasking nature of Britain's consumers

Recent research published by Ofcom has revealed that the average UK resident spends almost half of their waking life using media and communications.

A survey of 1,138 people found that UK adults spend seven hours a day using their mobile phones, searching the internet and watching TV.

The annual Communications Market Report says that the average person spends around 15 hours 45 minutes every day awake. Of this time, they are thought to spend 7 hours and 5 minutes 'engaging in media and communications activities'.

However, it found that most people are able to fit in even more by digesting several different mediums at once. By multi- tasking on several devices at a time they can spend the equivalent of nearly 9 hours consuming different media comms.

For example, the report found that the average 16 to 24 year old appeared to consume the least, spending just 6 hours and 35 minutes a day on the phone, laptop, radio or television.

Yet by multi-tasking young adults were able to squeeze the equivalent of 9 hours 32 minutes worth of consumption in to that time.

This can be attributed largely to the rise in mobile internet and the popularity in smart phones. Media multi-tasking now accounts for one fifth of all media consumed throughout the day, the report claims.

Peter Phillips, Ofcom partner for strategy and market developments, says the rise of smart phones is helping drive increased media consumption.

“Younger people have shown the biggest changes in how we use media - particularly using different media at the same time.”

“Consumers are using communications services more - phone calls, texting and the internet. Yet they are paying less despite getting more, partly through buying in bundles.”

The same report revealed that 23% of UK users now have access to the web on their phones. 23% of activity online also involves social media.

Such insight is particularly significant for companies developing multi-channel marketing strategies, proving that customers are increasingly open to being contacted through multiple communication platforms.