The Communications Market Report: Scotland

Scots embracing smartphones

People in Scotland are taking up smartphones at a faster rate than any other UK nation.

Take-up has risen by 17 percentage points in a year to 62% in 2014, in line with the UK average of 61%.

Ofcom's Communications Market Report 2014 also reveals the increasing popularity of the tablet computer in Scotland.

By the beginning of 2014, 42% of households owned a tablet, such as an iPad or Kindle Fire, an 18 percentage point annual increase.

Broadband take-up rose by six percentage points in a year to 76%, just below the UK average of 77%.The take-up of broadband in Glasgow has also increased year on year.

The percentage of Glaswegians living in households with broadband (excluding mobile devices) is 63% and 66% if mobile devices are included. This compares to 50% and 54% respectively in Ofcom's 2013 Communications Market Report.

Eight in 10 homes in Scotland now have internet access while the use of mobiles to access the internet increased by 12 percentage points - the biggest increase of the UK nations bringing Scotland to 56% (UK at 57%).This year's report also provides an insight into the media we consume.

The Digital Day research shows consumers in Scotland spent the most time per day on media and communications among all the UK nations.

Respondents in Scotland recorded the highest volume of media and communications use, at 11 hours 41 minutes per day. This compared to the UK average of 11 hours 7 minutes.

Internet users in Scotland claimed to spend 16 hours 30 minutes on the internet per week, slightly less than the UK average of 16 hours 54 minutes. However, this represented a significantly greater amount of time using the internet outside the home, workplace, or place of education than users in Wales or Northern Ireland.

People in Scotland spent 39% of their daily media and communications time watching TV on a TV set - marginally higher than the UK average of 37%.

Ten per cent of media time was spent using a radio set, with use of this device being most popular in the morning.

Vicki Nash, Director of Ofcom (Scotland), said: 'Scotland is now keeping up the rest of the UK in the take-up and use of communications services and devices and in fact in some areas we are ahead of the UK average. This is a marked change from the past when we were less prolific users.'

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Annex A: Adults’ media literacy in the nations

watching tv

People in Scotland spend an average 4.1 hours per day watching TV.

But viewing of catch-up TV is slightly lower than the UK average (29% vs.32%).

Seven in ten households have HD-ready TV sets but fewer adults use on-demand services than in the rest of the UK.

Some 57% of people say television is their main source of local news.

BBC and STV spend on first-run originated content for viewers in Scotland remained stable in 2013.

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There are now 23 community radio stations in Scotland, with eight more preparing to launch.

Radio services reached 85.9% of the adult population - the lowest reach of any UK nation - and lower than the UK average of 90.4%.

Local commercial stations are more popular than in other nations - accounting for a 36% share of listening hours in 2013, seven percentage points above the UK average.

Digital listening grew 4.3 percentage points year on year and some 43% of households now have a DAB digital radio set.

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using laptop

Tablet computer ownership almost doubled in Scotland in the past year - 42% of households now say they own one.

Eight in ten households (81%) now have access to the internet - an increase of five percentage points since 2013 to come into line with the UK average.

Internet users in Scotland claim to spend 16.5 hours online each week, slightly less than the UK average but ahead of the other devolved nations.

Two- thirds of broadband users in Scotland have bought goods and services online.

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woman on phone

Over three-quarters of homes (76%) had a broadband connection in March 2014 and 88% of fixed broadband users were satisfied with their service.

Over two-thirds (69%) of mobile phone users in Scotland had a smartphone in March 2014 - up 20 percentage points on the previous year, the largest increase across the nations.

One in seven households in Scotland is mobile-only.

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postbox closeup

Those living in Scotland claim to receive the most items of post each week - 10.5 compared to a UK average of 8.7 items.

Almost six in ten adults in Scotland say they only use post if there is no alternative.

But they're more satisfied than those in the rest of the UK with the cost of postage (68% compared to a UK average of 55%).

Around four-fifths of businesses in Scotland are satisfied with the postal service they receive from Royal Mail

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