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06:05 20th August 2010
Brits spend almost half their waking hours watching TV, using their mobile phones and other communication gadgets, according to a report by Ofcom, the communications watchdog.
"We're now sending four times as many texts per day than in 2004, spending almost a quarter of our internet time on social networking sites and spending 3 hours and 45 minutes per day watching TV," Ofcom said.
The watchdog also said consumers are using several types of media at the same time – with the average person cramming 8 hours 48 minutes of media into just over seven hours during the average day.
In other IT industry news, Karin von Abrams, senior analyst at eMarketer, said the use of the internet to market products is increasingly taking prominence among all brands.
She also said agencies were increasingly adept at truly integrated campaigns, using TV or mobile, for example, to drive online engagement.
Posted by Rachel Hughes
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