The British viewing public is now spending more time on mobile phones than watching television, according to new data from the Institute of Practitioners in Advertising (IPA).
Its latest TouchPoints survey shows adults average three hours and 21 minutes on mobile devices daily, narrowly surpassing traditional TV viewing at three hours and 16 minutes.
The shift is part of a broader trend: total screen time now reaches 7.5 hours a day, up an hour from a decade ago.
Mobile phone use is constant throughout the day, unlike TV, which peaks in the evening. Younger adults drive this trend, with under-24s spending nearly five hours daily on mobile and less than two on TV.
The report also highlights emotional responses, with participants saying TV made them feel more relaxed, while mobile video was linked to greater sadness, particularly due to social media content.