More than half of the UK population (52%) now own a smartphone, while tablet penetration now stands at 16%.

The findings come from a new study by Deloitte, which also shows that tablet users spend an average of £2.50 per month on apps compared to just 80p for the average smartphone user.

The survey also asked people what they most frequently use their smartphones for, with checking email proving to be the most popular activity followed by search and social networks.

This adds to the growing body of evidence which shows that brands need to be optimising their email marketing for mobile.

To find out more, read our blog posts on mobile email best practice and how top brands use mobile email.

The Deloitte survey was conducted by YouGov on 9-11th May 2012 with 2060 respondents.

David Moth

Published 24 July, 2012 by David Moth

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via LinkedIn

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