Health and fitness sector most reliant on smartphones

According to the study, from consumer audience measurement provider Verto Analytics, smartphones account for 82% of the time people spend visiting health and fitness sites and apps such as Fitbit and the NHS.

Sites focused on people, family and/ or lifestyle, such as Netmums or BBC Good Food, are the next most dominated by smartphone usage, with the device accounting for 69% of the time spent, followed by sports ( 63%).

Meanwhile property, which includes sites such as Rightmove and Zoopla, is the only sector dominated by tablet usage. These devices account for 67% of the time spent on these sites. 

Technology ( 84%), including telecom brands such as Virgin and BT, and government/ law sites ( 83%) are the most reliant on PC usage. 

“Media owners and advertisers must adapt their offering or behaviour to more accurately reflect how people are most likely to be visiting them," said Dr. Hannu Verkasalo, CEO of Verto Analytics.

“Is the rush to embrace mobile, for example, right for you? Clearly it is for the likes of health, lifestyle and sports – while property seems absolutely made for tablets – but certainly not for government, law and telecoms sites. People still prefer to use PCs for these as it remains dominant for functional, practical type behaviour.”