Last week, Google made headlines when it announced it would follow in Facebook’s footsteps by moving away from its traditional reliance on cookies towards using logged-in data – improving its ability to track individuals and advertise across different channels. As a result, our first chart this week looks at how many devices consumers are using to get online.

Globally, digital consumers are accessing the internet via an average of 2.8 different devices. Interestingly, though, it’s the 25-44 age group who lead here, a result of their higher usage rates for tablets, work PCs/laptops, games consoles and smart TVs.

Nevertheless, arguably the most important trend is that all age groups are using at least 2-3 devices to go online, underlining just how widespread multi-device usage has become and the difficulties this poses in using cookies as a tracking mechanism.

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