With a smartphone penetration of 50 per cent – as compared to 45 per cent in Germany, 40 per cent in France, and a global average of 28 per cent – the UK is leading the way on mobile, according to the latest Mobile Life report from TNS.

67 per cent of smartphone users have used location-based services, the study found. 61 per cent have streamed video from sites such as YouTube, 47 per cent use mobile banking apps, and 23 per cent have tried out Augmented Reality.

And its not just the young – ownership among the 41-50 age group in the UK is 45 per cent, only 5 per cent below the national average.
“Not only do mobile users have more features on their phones and make more use of them, but brands launching relevant apps will find millions of users ready to interact with them,” says TNS UK head of digital, Joe Webb. “Our data suggests that mobile ads are no more intrusive than any other form of advertising – 23 per cent would prefer not to be exposed to mobile ads, the same number as find all ads annoying, although SMS is seen as intrusive. But there is currently a honeymoon period with an engaged and savvy audience interacting with the novelty of mobile search ads.”