The number of Brits with tablets is soaring, according to a new Google study, revealing that almost a third (30 per cent) of the population use the devices, The Drum reported.
Meanwhile, a huge 62 per cent use smartphones, revealing how these mobile devices are an increasingly important medium through which advertisers can target consumers.
The level of connectivity in the UK is among the highest in the world, with consumers having an average of three devices, which means that multiscreen behaviour is common.
This has created an expectation among users of smartphones and tablets that their mobile device is catered to by optimised websites to ensure the browsing experience is as good as a desktop.
Just above half of users access the web via their smartphone every day and 61 per cent do so to research or make online purchases.
The popularity of mobile devices is set to soar too, with Digitimes Research expecting 254 million tablets to be sold in 2013, a 63.9 per cent increase on the year before.