Mobile now accounts for 56 per cent of UK users’ time spent online, according to the latest figures from comScore. Smartphones account for 41 per cent of the figure, with tablets on 15 per cent, and desktop access accounting for the remaining 44 per cent. Out of the total UK digital population of 47m people, 72 per cent use both desktop and mobile to access the internet; 23 per cent are desktop-only, and five per cent are mobile-only.

Looking at what people are doing online, social media leads the way, accounting for 31 per cent of users’ time, followed by entertainment and games (both 14 per cent); news/information (6 per cent); and retail (5 per cent). 82 per cent of mobile time is spent in-app, the remainder on the web, with Google, Facebook, BBC sites, Amazon sites and Microsoft sites coming out as the top five destinations respectively. Among Millennials, however, it’s a different story. The highest indexing online properties amongst this group are Snapchat (183 per cent), Likes.com (171 per cent), 65Twenty (167 per cent), Just-Eat Group (166 per cent), and Soundcloud.com (162 per cent).

The figures were revealed by comScore’s VP sales – media, Mike Shaw, at an Association of Online Publishers (AOP) event in London on Innovation in Mobile Media earlier this week. The event also included a start-up pitch to four ‘Dragons’ with an imaginary £1m each to invest in the startup of their choice.

The Dragons had to choose to give their Monopoly Money to mobile advertising platform Adludio; Passworks, which lets brands target consumers with location-aware offers via Apple Passbook, Google Wallet and Windows Phone Wallet; and online speed-reading platform Spritz.

Three of the Dragons, including Mobile Marketing editor David Murphy, voted for Spritz, with the remaining Dragon voting for Passworks. We’ll be running a dedicated piece on Spritz – a really neat bit of tech – in the next few days.