The latest figures from Kantar Worldpanel show that more people are using their smartphones and tablets to access digital content.
Digital videos and games are becoming increasingly popular among consumers, who are using smartphones and tablets so they can watch and play while on the go.
Fiona Keenan, consumer insight director at Kantar Worldpanel ComTech, explained: 'Over the past year, we have seen a phenomenal rise in the popularity of tablets and smartphones.
More than one in seven people have told us they now have a tablet in their household and over 52% of the population own a smartphone.
'This has meant the appetite for digital games and videos has grown rapidly. For example, 1.3 million more digital videos were bought in February than in December 2011 – a substantial increase over this short period.'
In the past month alone, well over a third of smartphone owners have accessed video content through their phone and 12% of all digital videos are now watched on either a smartphone or a tablet.
One in five games buyers, the equivalent of 3.2 million people, paid for a download in the past year with 1.1 million of these bought for use on one of these devices.
Keenan said: 'Digital video now makes up 13.5% of all video sales in the UK, and as digital demand continues to grow, it is likely that we will see more people using their smartphones and tablets to access content. New data reveals that 57% of all smartphone apps used in the past four weeks were games and 44.4% of all mobile users now use their phones for gaming, up from 32.6% at this point in 2011.'
Kantar Worldpanel Entertainment data is based on the digital activity of 15,000 UK shoppers over the past year. This is the first comprehensive study of the digital video and games markets available for Great Britain.