Mobile devices are rapidly becoming the primary medium to access the Internet across age groups, and across mature and emerging markets. In the United Kingdom (UK), 2012 saw the world’s first truly digital Olympics, with the BBC observing that its content was being consumed across personal computers, mobiles, tablets and connected televisions (TVs) at different times of the day.


The Olympic effect is only one factor in driving the use of smartphones, tablets, notebooks and other affordable Web-enabled mobile devices in the UK. Better network coverage, upcoming 4G spectrum auctions, high-speed broadband and Wi-Fi network rollout, and the explosive growth of mobile apps are helping fuel the demand for ubiquitous availability of Internet services.