For the first time in its 20-year history, IPA TouchPoints data has revealed that UK adults now spend more time on their mobile phones than watching TV sets.
That said, the report also indicated mobile screen time and TV viewing have a different emotional impact on the user.
The finding is part of the latest dataset, which detailed the daily habits and media consumption of the UK.
According to the data, adults aged over 15 now spend an average of three hours and 21 minutes per day on their phones, overtaking TV set viewing at three hours and 16 minutes.
Younger audiences are unsurprisingly driving this shift. Among 15-24s, daily mobile usage has increased to nearly five hours, compared with less than two hours spent watching TV on a set.
In contrast, older age groups still lean heavily on TV. The 65-74 group spends over 4.5 hours watching TV screens and less than two hours on mobile.
“Mobile phones are now the most constant media companion throughout the day,” said Dan Flynn, deputy research director at the IPA. “They’re not just a tool for communication or scrolling; they’ve become central to how people consume video, music, news and even relax.”
That “always on” mobile behaviour is reflected in the daily usage pattern. TV viewing still peaks in the evening and desktop activity follows the workday, but mobile phone usage remains high from morning to night.
Substantial rise in screen time
The story of total screen time is equally striking. UK adults now spend an average of seven hours and 27 minutes per day in front of screens — a full 51 minutes more than in 2015. This includes mobile phones, TV sets, laptops, tablets and gaming devices.
But not all screens are equal. TouchPoints also tracks emotional states tied to screen use.
People were 52% more likely to feel relaxed watching TV than viewing video on mobile, with 55% more likely to feel sad when watching video on their phone.
Denise Turner, the IPA’s incoming research director, commented: “The fact that mobile has overtaken TV as the primary screen is a huge moment. But what makes TouchPoints invaluable is the depth of understanding it provides, not just time spent but how, where and why people are using media.
“This is vital for anyone trying to connect meaningfully with audiences.”
Lindsay Clay, CEO of UK TV marketing body Thinkbox urged caution when making comparisons. “We watch TVs and use mobile phones for very different reasons. Worrying which gets more time is like worrying if people are flossing their teeth more than playing the piano.”
Taking on the emotional response Clay continued, “What’s chilling is that much mobile time is spent on toxic social media, fuelling the youth mental health crisis and disengagement with trusted news. As the IPA study notes, TV creates positive feelings, mobile the opposite.”
Rob Laurence, head of Adwanted Connected, the UK’s largest single source of media data and a sister company of The Media Leader, added: “As media consumption and device usage continues to change at pace, it is interesting to see the latest TouchPoints data indicating that TV set viewing is holding up.
“While we spend a lot of time peering at our phones, the screen in the lounge still has its place for advertisers to reach audiences that are relaxed and receptive to branding messages.”
