digital is transforming UK media Of the estimated £20bn spent on UK advertising in 2015, £6.3bn is predicted to have been digital including £1bn on mobile. (i) Among UK consumers, 63% use social media; among Millennials, the figure is 86%. (i) On average, UK adults use their phones 264 times a day. for 15-29 year-olds, the figure is 387 times, and for 15 year-olds it is 420. Most mobile use (68%) is at home. (i) 99% of the growth in money spent on UK online advertising during 2016 was due to increased investment in mobile-first formats (such as advertising within apps, on Snapchat, Instagram, Facebook mobile ads etc.) (ii) Sources: (i) IPA TouchPoints6, October 2015. (ii) AA/Warc Expnditure Report, April 2017 .