yih—choung, i saw you nodding along away there.n whether ofcom would like an expanded role in regulating smart speakers, but what do you make of it? well, i think ultimately we care about consumers and how they can access content, as paul says. at the moment, we have regulation around a traditional broadcast media, so for example, on tv, an electronic programme guide, we look at channels and we ensure that the public service broadcasters get prominence. i think there is a fascinating question we are looking at as increasingly people say, "alexa, show me "something entertaining." what happens at that point? what content gets served up on what device and how do you secure the brilliant great british content that audiences tell us that they love, which reflect the uk back to themselves on? but for something like that, we will need new legislation, so that is a question ultimately for government and parliament, but we are reviewing the dynamic and the way technology is changing. madhumita, what do you think? i think this is notjust uni

yih—choung tay, strategy and research group director at 0fcom.ations. it is hard to make one definitive reason, compared to other european countries because the semi—differences in culture and lifestyle patterns online and off—line but i think there is a hint when you look a different age groups and it is younger generation is really driving our time in younger generation is really driving ourtime in line younger generation is really driving our time in line with 15—16 —year—olds spending close to five hours a day and you see countries with younger populations like the philippines who really lead the way in terms of the amount of time they spend on social media. that in terms of the amount of time they spend on social media.— in terms of the amount of time they spend on social media. at what point does a trend — spend on social media. at what point does a trend becomes _ spend on social media. at what point does a trend becomes something i spend on social media. at what point| does a trend becomes something that is absolutely here to stay? and wh