New mobile trends emerge in UK

Consumers in the UK are adopting an increasingly diverse range of mobile habits, from browsing the web while on the move to using their phone when watching TV.

Industry body the IAB and research firm Connect Insight asked 500 people who regularly utilise applications and the internet, or download content, via handsets to keep a "media diary" for a week.

These data were supplemented by six digital focus groups to gain a rounded picture regarding the daily role of wireless devices.

On average, individuals engaged with their mobile 18 times each day, going online most frequently among the pastimes assessed.

Indeed, 66% of contributors "couldn't live without" such gadgets and 58% believed they helped ensure life was more organised.