the uk online audience · for mobile app data, the entities selected are: bbc iplayer, netflix,...
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The UK
Online Audience
Julie Forey
IAB Research Breakfast
May 2019
1. Video Streaming
UKOM Insights: Video Streaming
5
BBC iPlayer and Netflix
Usage on PCs and Mobile Devices Jan-18 to Jan-19
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
Unique Visitors (000s)
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
Total Minutes (MM)
Source: Comscore MMX Multi-Platform, Jan 2018-Jan 2019, UK, Adults 18+. Comscore MMX Multi-Platform data includes PCs (desktops, laptops and notebooks) and Mobile devices (smartphones and tablets). Entities selected are: Netflix Inc (Property) and BBC IPlayer (Media Title).
6
BBC iPlayer, ITV and Netflix
Usage on PCs and Mobile Devices Jan-18 to Jan-19
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
Unique Visitors (000s)
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
Total Minutes (MM)
Source: Comscore MMX Multi-Platform, Jan 2018-Jan 2019, UK, Adults 18+. Comscore MMX Multi-Platform data includes PCs (desktops, laptops and notebooks) and Mobile devices (smartphones and tablets). Entities selected are: ITV.com (Property), Netflix Inc (Property) and BBC IPlayer (Media Title).
*ITV includes all ITV related sites and apps including ITV News as well as its on demand service, ITV Hub.
* *
7
Video Streaming Mobile Apps
Unique Visitors and Total Minutes: Jan-18 to Jan-19
Total Unique Visitors (000) Total Minutes (MM)
Jan-18 Jan-19 % Change Jan-18 Jan-19 % Change
7,138 8,579 20 1,343 1,554 16
5,785 8,215 42 1,623 2,686 65
2,007 2,890 44 161 465 189
2,370 2,802 18 351 473 35
Source: Comscore Mobile Metrix, Jan 18 and Jan 19 data, UK, Age 18+Please note that ‘mobile’ includes smartphone and tablet usage combined
For Mobile App Data, the entities selected are: BBC iPlayer, Netflix, Amazon Prime Video and ITV Hub.
Mobile Apps
UKOM Insights: Video Streaming
2. XXX Adult Sites
UKOM Insights: UK Online Porn Age Checks
“The introduction of age-verification to restrict access to commercial pornographic
websites to adults is a ground-breaking child protection
measure. Age-verification will help prevent children from
accessing pornographic content online and means the
UK is leading the way in internet safety”
Dave Austin, BBFC CEO
11
XXX Adult Sites Key Stats: March 2019
Source: Comscore Mobile Metrix, March 2019 , UK, 13+ Online
• 26.8m monthly visitors
• 57% reach (13+ online)
• 259 ave. mins per month
• 2% of ALL Time Online
• 6.9 billion mins/month
65
63
31
17
14
7
4
4
3
2
2
1
Entertainment
Social Media
Games
News/Information
Retail
XXX Adult
Financial Services
Sports
Gambling
Travel
Health
Automotive
Total Minutes (Billions) by Category March 2019, 13+, UK
12
XXX Adult SitesReach is higher among Males and Younger Audiences
Source: Comscore Mobile Metrix, March 2019 , UK, 13+ Online
56.8
78.3
34.5
12.6
80.675.8
63.055.9
42.7
13+ Males: 13+ Females:13+
13-17 18-24 25-34 35-44 45-54 55+
% Reach by Age and Gender
13
XXX Adult SitesReach is higher among Males and Younger Audiences
Source: Comscore Mobile Metrix, March 2019 , UK, 13 + Online
16.7
94.8 93.285.5 83.0
70.2
8.6
65.758.2
39.9
28.1
13.3
13-17 18-24 25-34 35-44 45-54 55+
% Reach by Age and Gender
Males Females
UKOM Insights: Property Porn
property pornn a genre of escapist TV programmes, magazine features, etc, showing desirable properties for sale, esp those in idyllic rural locations, or in need of renovation, or bothCollins English Dictionary.
15
Porn v Property: Males and FemalesProperty beats Porn for 25+ Women
95 9386 83
70
31
51 54 53 51
18-24 25-34 35-44 45-54 55+
Males: XXX Adult v Property Reach %
6658
40
28
13
55
8783 80
55
18-24 25-34 35-44 45-54 55+
Females: XXX Adult v Property Reach %
XXX Adult Property (Real Estate)
Source: Comscore Mobile Metrix, March 2019 , UK, 13+ Online
3. Diet & Exercise Tracker Apps
17
Diet & Exercise/Fitness Tracker AppsMobile App Usage: March 2019
Source: Comscore Mobile Metrix, Dec 2018 & March 2019 , UK, Adults 18+ Online
• 5.9m monthly visitors
• 15.2% of all app users
• 143 ave. mins per month
3 6
25
78
Unique Visitors Total Minutes
% Change Dec 18 to Mar 19
All Apps Health - Diet & Exercise/Fitness Tracker Apps
18
Diet & Fitness Tracker Apps: Reach by DemographicsReach is higher among 25-54 females
Source: Comscore Mobile Metrix, Mar 2019, UK, Adults 18+ Online
15.213.5
16.417.817.8
11.3 10.610.3 9.611.0
12.210.3
19.8
16.9
23.124.4
23.0
12.514.3
17.0 17.8
20.7
16.7
11.511.7
7.0
Reach by Demographics (% of All App Users): Mar 2019%
19
Top 5 Fitness Tracker Mobile Apps by Unique Visitors
Source: Comscore Mobile Metrix, March 2019, UK, Adults 18+ Online
Total Unique Visitors (000)
Dec-2018
Mar-2019
% Change
Health - Diet & Exercise/Fitness Tracker 4,714 5,912 25
1 Fitbit 1,830 2,192 20
2 Calorie Counter & Diet Tracker by MyFitnessPal 866 1,401 62
3 Strava Running and Cycling 529 694 31
4 Google Fit 477 533 12
5 Garmin Connect 333 376 13
UKOM Digital Market Overview
DMO Q1 2019 Report due this week.
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