IPA: Britons Now Consume 44% of Commercial Media Alone — What Solo Living Means for Brands
New IPA TouchPoints data shows UK adults spend 44% of their commercial-media time alone — pushing brands toward context-aware, individualised planning over shared 'living-room' reach.
The headline number
The IPA's "Making Sense: The commercial media landscape 2026" report finds UK adults now spend 44% of their commercial-media time alone — up 10% since 2015. Among 16-34s the figure rises to 46% (up 21% since 2015). Daily solo consumption sits at 2 hours 32 minutes for all adults, and 2 hours 45 minutes for younger adults.
The device story underneath is just as sharp. Among 16-34s, smartphones now account for 49% of commercial-media time, while TV's share has fallen from 32% in 2015 to 21% in 2026. Face-to-face conversation time is down 4% overall and 11% among younger adults.
Why 'reach' is quietly changing shape
For decades, planning leaned on shared consumption — the family in front of the TV, the office radio, co-viewing that multiplied a single impression across a room. That model is eroding. More media is now consumed solo, on a personal device, in a personal context.
Our read: this doesn't kill mass reach, but it changes what an impression is. Reaching a thousand people who are each alone on a phone is a different creative and attention problem than reaching a room of people together. Same GRP, very different experience.
What to do about it
First, design creative for the solo, small-screen, sound-on-or-off moment rather than the living-room set piece — get the brand and the message in fast. Second, lean into context: individualised, on-the-go environments reward relevance of time, place and mindset over blunt demographic targeting.
Third, don't over-correct into pure performance. Solo consumption makes attention scarcer, which if anything raises the premium on distinctive, memorable brand-building creative that can cut through a private, distracted moment. The winners will pair individualised planning with ideas strong enough to travel alone.
Quick FAQ
What does the IPA data say about solo media use?
UK adults spend 44% of commercial-media time alone (46% for 16-34s), per the IPA's TouchPoints-based 'Making Sense' 2026 report.
How much has smartphone use grown?
Among 16-34s, smartphones now make up 49% of commercial-media time, while TV's share fell from 32% in 2015 to 21% in 2026.
What should brands change?
Design for solo, small-screen moments, plan around individual context rather than co-viewing, and keep investing in distinctive brand creative to win scarce attention.
We've spent decades planning for the living room, but the data says most media moments are now solo, on a phone, in a private context. That doesn't make mass reach obsolete — it makes attention the scarce resource. The brands that win will plan for the individual and still have an idea strong enough to travel alone. — Daniel Nikolla, Founder of Merx Marketing
Reach is going solo — plan for individual, on-device moments and invest in creative distinctive enough to cut through a private, distracted screen.
Is your creative built for a shared living room or a solo phone screen — and which one are your audiences actually in?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: DecisionMarketing, IPA TouchPoints (Making Sense 2026).
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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