For the first time in history, the 2025 IPA TouchPoints data reveals that British adults aged 15 and older now spend more time on mobile phones than watching traditional television. Released on June 25, the data highlights a significant shift in media consumption habits driven primarily by younger generations.
On average, British adults now dedicate 3 hours and 21 minutes per day to mobile phone usage, surpassing TV viewing, which stands at 3 hours and 16 minutes. This marks a notable change from 2015, when mobile use averaged just 1 hour and 17 minutes, while TV time held steady at 3 hours and 23 minutes.
The trend is particularly pronounced among younger users aged 15–24, who spend nearly 5 hours daily on their mobile devices and only about 1 hour and 49 minutes watching TV. In stark contrast, older demographics, such as those aged 65–74, still prefer television, watching for around 4 hours and 40 minutes and spending less than 2 hours on their mobile devices.
Mobile phones have become a constant presence, with usage peaking throughout the day while TV viewing typically occurs in the evening. When combined with all screen activities—TVs, laptops, tablets, and gaming consoles—British adults now spend an average of 7 hours and 27 minutes per day engaged with media, a rise from 6 hours and 36 minutes in 2015.
Interestingly, the emotional impact of different media also varies; adults report feeling 52% more relaxed while watching TV than mobile, where they are 55% more likely to feel sad.
Dan Flynn, deputy research director at IPA, emphasises that this data marks a turning point in media consumption. Meanwhile, the incoming IPA research director, Denise Turner, looks forward to leveraging these insights for smarter, more human-centric marketing strategies.
