The Ofcom ‘Communications Marketing Report’ (2018) is a mine of information for sociologists about what is happening in terms of the UK population’s use of the media and in relation to popular entertainment trends. The data provided are often based on samples of the population numbering only a few thousand respondents, but attempts are always made to ensure that these are representative samples.
Figure 1 shows how, over a period of just 11 years, ownership of the smartphone and access to the internet on mobile phones has rapidly increased, as the take up of home landlines has started to fall. Home internet connections are also steadily rising. We are increasingly a society of communicators and information gatherers on the move.
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