The average UK adult will spend nine hours and six minutes consuming major media a day in 2014, according to research by eMarketer.

The figure has risen from eight hours, 35 minutes last year, largely driven by the increasing number of people multi-screening, and longer periods spent doing so.

The amount of time UK consumers spend with digital media has rapidly increased over the past four years, rising from just over two hours in 2010 to over four hours today. Within digital media, the growth has largely come from smartphones, which have risen from 18 minutes of non-voice activity in 2010 to almost two hours in 2014. Tablets have risen from an average of one minute to 32 minutes in the same period.

While time spent with the television remains the lead single source of media for Britons, it has been dropping for the past four years, although at a very slow rate. However, if all digital content (including desktop and laptops) is gathered together, it now represents more media consumption than television, and has done since 2013.