Online & Multi-screen UK: What digital devices the British use most?


It’s been decades since the World Wide Web was invented and made available to the whole world. What was initially known by few, today is an integral part of our everyday lives.

While years ago the only way to surf the internet was from a computer at home or at the office, today the technological and digital evolution has made access to the web available from anywhere at any time. Laptops, smartphones, tablets, and smartwatches, there are numerous digital devices that we use in everyday life and the trend of use varies from country to country.

What digital devices are used mostly in the UK?

If we consider generic use without a detailed analyses of the reasons for use, these are the most commonly used devices:

most used digital devices

One, two, three, four, five or more? How many connected devices do they use?

number devices

What do the British use their smartphone for a least once a week?
online activities smartphone

What do the British use their computer for a least once a week?
online activities computer


Which online activities do British people perform on their smartphones at least as often as on their computers?

activities smartphone computer


The use of mobile devices seems to prevail over that of computers and tablets and the most frequent activity is using search engines. It is clearly evident just how profitable it can be for companies to be visible on search engines. Investing in SEO strategies and reaching potential customers can now be done while you are comfortably seated on your sofa at home or in your car while waiting at traffic lights.


The search engine market. Is Google actually the king of the web?


There is no doubt search engines have become an integral part of our everyday lives, but which one dominates the online search engine world? Google, Bing, Yahoo, Yandex, Baidu and even, DuckDuckGo and WolframAlpha, are just a few. There are many search engines on the market, but not all of them have the same popularity and not all are used in the same way.

Let’s have a look at the most used search engines in the world:

mobile searches

The first place on the podium goes to Google.

No surprise here, of course. The Mountain View based search engine does not need any introduction. Used by more than 70 percent of the world’s population, it is undoubtedly the most widely used search engine in the world. Every minute, 2 million searches are carried out simultaneously by about 1,800,000,000 unique monthly users all over the world.


Second place to Bing.

The Microsoft search engine, was created to counter Google’s market dominance. It has less than a third of Google’s number of unique users, or 500 million a month. However, over the years it has managed to carve out an important slice of the global market, amounting to around 7.3%.


Third place on the podium Yahoo

The Yahoo web portal of internet services including a search engine, mail, messenger and chat, powered by Bing to offer another alternative to Google. Although the search engine has a market share of around 5%, it is one of the most popular email providers.



Other search engines:

Ask is a portal mainly based on a question and answer format, and can be very useful for these types of searches since the content created by the users of the community have been indexed by the search engine. As for the generic results the quality is lower than Google, Bing and Yahoo.


It is the reference search engine in the East especially in China where it holds 76% of the market against 22% of  Google’s.


The main search engine in Russia with a 65% share.

To conclude:

Although these search engines have different characteristics and often give different results, they have one thing in common. If you search for “what is the best search engine?” in either of them, the answer you get is the same; Google.

Will This Be The Future? From Web 1.0 to Web 4.0

The first phase of the web, namely the one in which a progressive definition of technological standards takes place is called Web 1.0. Websites, directories and search engines have allowed to give life to this new reality and spread its use among millions of users.

During this phase, the web is a kind of library for the user where to find information, websites are static, not frequently updated and only webmasters have the skills to modify the pages of a website. Gradually internet has evolved thanks to the use of content management systems (CMS) and languages such as Javascript, dynamic elements and style sheets (CSS), which have allowed the creation of real applications, very different from the old concept of hypertext.

Wordpress Interface


According to Wikipedia, the term Web 2.0 is used to generically indicate a state of evolution of the Internet compared to the previous condition. We tend to associate Web 2.0 as the set of all online applications that allow a strong level of site-user interaction. The expression emphasizes the differences compared to the so-called Web 1.0, widespread since the 90s, which was mainly composed of static websites – web navigation without any possibility of interaction with the user (except for normal browsing the pages, the use of emails and search engines). Then with site that were developed with Web 2.0 technologies, allowed data to become independent of the person who produces them or the website that created them. This is the term of Consumer Generated Media (or User Generated Content). The CGMs include all information created by consumers on any subject, including products and services.

Thus, we arrive to the Web 3.0, which focuses on the individuality of the person or organization and goes to act through the experience to create interaction and loyalty.

Some key assumptions of the Web 3.0 are:

  • The semantic web, natural language research, tagging.
  • Mobile devices, ubiquitous connectivity
  • The cloud, Software as a Service (SaaS)
  • Artificial intelligence (AI) and machine learning

Cell NAV in car

Web 4.0 is the one where we are about to arrive. Some features of this evolution could be the Internet of Things, the Domoic, Augmented Reality (AR), the ever-increasing and symbiotic interaction between web and humans.

Will this be the future? We shall see.