IPA

It also noted BrewDog's comments that the advert portrayed Wingman Session IPA as being of reliable quality.

That compares to three hours and 16 minutes watching the TV - the first time that daily mobile phone viewing has surpassed the telly in the 20 years IPA has been publishing the survey.

"We can't definitively say that devices drive how people feel," but there are "distinct patterns" said Simon Frazier, the IPA's head of data innovation.

Phones are "always on, always within reach and increasingly central to how we consume content, connect and unwind", said Dan Flynn, deputy research director at the IPA.

It is not clear that Apple's actions will fully address those concerns, as the IPA order applies worldwide and ADP will continue to operate in other countries.