So I take a look to see the latest figures on how strongly the UK has bought into digital media. And I'm astonished by what I find:
- 51.4 million of the UK's population of 62.3 million are now internet users. In 2007 the figure was 38.5 million, so it's definitely still rising - and pretty fast.
- 37.4million adults use Facebook regularly
- More than half of the UK’s pensioners are now on Facebook
- 32.1 million adults use YouTube regularly
- 15.5 million adults are on Twitter
- 7.9 million adults are on LinkedIn
- 6.7 million adults are on Flickr.
The other noteworthy development is how much the use of mobile devices has increased. 39% of adults in the UK now own a smartphone. And 42% of these smartphone users use the phones as their primary point of internet access (for web, social media and email). This growth is incredibly rapid: in the 18 months to January 2012, the volume of data consumed by mobile devices in the UK doubled. This is clearly the space to watch.
And I feel duly reassured that there is plenty still to do.