Story 2 of 2 · 11 September 2026
ISBA Digital Retail Media Study and IPA TouchPoints Report on British Commercial Media Consumption
What happened
A report based on the 2026 IPA TouchPoints database found that British adults now spend 44% of their commercial media time alone, a 10% increase from 2015 when tracking began. The study links much of this change to smartphones, which now match television in total commercial media consumption time among all British adults. ISBA has published the second phase of its Digital Retail Media Study.
Confirmed details
British adults consume 44% of commercial media alone as of 2026. Solo commercial media consumption among British adults has risen 10% since 2015. Smartphones now account for as much commercial media time as television among all British adults.