uk digital market overview€¦ · contact: [email protected]. 2 *please note that we use the...

UK Digital Market Overview - Sept 2017

If you have any questions, please contact: [email protected]

mailto:[email protected]

2*Please note that we use the term mobile to refer to smartphone and tablet usage combined

**Video not yet included for mobile and tablet

Total Digital

Population =

Unduplicated

audience across

MMX, Mobile Metrix

and Video Metrix

BROWSING

VIDEO

MMX MOBILE METRIX*

VIDEO METRIX**comScore MMX Multi-Platform®

A Guide to Data Sources

September 2017 Methodology Update

Effective with September 2017 data released in October 2017, the UK comScore audience product suite (MMX Multi-Platform, MMX, Video Metrix, Mobile Metrix) benefitted from several methodology enhancements. Related to these enhancements, reported data may show a break in trend. For additional information, please see the attached FAQs.

A major UK change is that UKOM has updated the source for UK online universe estimates for all the comScore products that it endorses from the previous National Readership Survey (NRS) to the new Audience Measurement for Publishers (AMP) study, which is run for PAMCO by Ipsos MORI. In order to take into account device fragmentation and changes in consumer cross-platform online access at home and at work, the AMP study contains additional questions of a more granular nature. These enhance the accuracy of differentiation between home and work online access, better identify solus device users and reduce the overlap between pc and mobile penetration.

Data from the new AMP enumeration survey generates different universe sizes from the previous NRS survey data for total UK digital population, desktop (home and work) population and total mobile (smartphone and tablet) population. This leads to a slight increase in the mobile universe and a more significant reduction in the desktop PC user base – especially solus at work PC use. The net result is a c.2.8m drop in total digital population and an increase in solus mobile use from 4 to 10 million.”

New developments in UK online audience measurement and

changes in online universes

https://mymetrix.comscore.com/app/cmdata/UK_Mobile_Metrix_MMX_MP_External_FAQs_-_Sept_2017_data_upgrade_FINAL.pdf

Usage by Platform

6

Total Unique

Visitors (000s)

Breakdown of Digital Unique Visitors by Platform

Source: comScore MMX Multi-Platform, Sep 2017, UK, Adults 18+MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps

*Desktop refers to ‘Desktop, laptop and notebook. Total mobile refers to smartphone and tablet usage combined

5,9155,915

42,023

31,51137,181

31,236

20,188

Total DigitalPopulation

DesktopMobileSmartphonesTablets

18+

6-17

7

Mobile, 72%

Source: comScore MMX Multi-Platform, Sept 2017, UK, Adults 18+MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps


Share of Minutes by PlatformSmartphones now account for 59% of all adult online minutes

All Tablets, 12%

Smartphones, 59%

Desktop, 28%

Share of Total Minutes 18+

8

Platform Unique Visitors by AgeMore 55+ use a tablet to access the internet than a smartphone

Source: comScore MMX Multi-Platform, Sept 2017, UK Adults 18+

MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps

4,988

7,503

6,4516,079 6,215

1,901

3,6333,929

4,289

6,437

4,144

6,1195,689

6,300

9,258

18-24 25-34 35-44 45-54 55+

Audience by Platform by Age - Unique Visitors (000s)

Smartphones Tablets Desktop

9

Platform Share of Minutes by Demographic Millennials & females spend greatest share of time on mobile devices

Smartphone share decreases with increasing

age but 55+ have the greatest tablet share

Females 18+ spend 77% of their time online on

mobile devices compared to only 67% for males.

Source: comScore MMX Multi-Platform, Sep 2017, UK Adults 18+


71%

61%

63%

59%

46%

55%

64%

10%

7%

11%

13%

20%

12%

13%

19%

33%

26%

28%

34%

33%

23%

18-24

25-34

35-44

45-54

55+

Males: 18+

Females: 18+

Share of Minutes


10

12.8

29.6

5.6

Total Digital Population Desktop Mobile

Average Minutes per Visit by PlatformMobile visits are shorter

Average minutes per

visit by platform

Source: comScore MMX Multi-Platform, June 2017, UK Adults 18+


Multi-Platform Usage

12Source: comScore MMX Multi-Platform, Sep 2017, UK Adults 18+


Multi-Platform Usage 2/3 of online adults use both a Mobile device and a PC to go online

63%Multi-platform

12%Desktop only UV

25%Mobile only UV

12%

25%

63%10.5 m adults are now

mobile only

13

Multi-Platform usage by age and gender55+ are least likely to be Multi-Platform

A quarter (23%) of over 55s ONLY use the desktop/laptop

28% of 25-34ss do not use a desktop/PC to access the

internet



6%

5%

7%

9%

23%

12%

11%

26%

28%

26%

22%

23%

21%

29%

68%

67%

66%

69%

54%

66%

61%

18-24

25-34

35-44

45-54

55+

Males: 18+

Females: 18+

Unique Viewers by Platform by Age & Gender

Desktop-Only UV Mobile-Only UV Multi-Platform (Desktop and Mobile)

14

Multi-Platform Usage by social gradeLowest social grades least likely to be multi-platform

51% of social grade E ONLY use a mobile device to go

online

28% of social grade A only use a desktop PC to access

the internet



28%

30%

23%

16%

15%

16%

8%

14%

20%

26%

28%

51%

64%

56%

57%

58%

57%

34%

A - Upper Middle Class

B - Middle Class

C1 - Lower Middle Class

C2 - Skilled Working Class

D - Working Class

E - Those at Lowest Level of Subsistence

Unique Viewers by Platform by Age & Gender

Desktop-Only UV Mobile-Only UV Multi-Platform (Desktop and Mobile)

15

Mobile Only Audience Unique Visitors by AgeThe ‘mobile only’ audience is split across all age ranges

45-54

17%

25-34

23%

35-44

19%

18-24

14%55+

27%



Tablets drive up 55+ share of the Mobile Online

Audience

Mobile ONLY

Top Properties: Total Digital Population

17

Top 20 Properties by ‘Unique Visitors’ - Total Digital PopulationGoogle reaches 97% of the UK Online population

AOL (no.25) and Yahoo combined (now called OATH)

has a reach of 34.1m. Including the Microsoft

Display advertising products (Outlook/Skype and MSN)

gives them a total audience reach of 42.3m, making them

2nd only to Google

The top 4 properties all have online reach over 80%

Source: comScore MMX Multi-Platform, Sep 2017, Desktop age 6+, Mobile age 18+


46,30941,380

40,56040,326

38,21132,404

31,26231,047

29,90329,24729,112

26,31725,979

23,86023,46423,131

22,62022,03021,844

20,716

Google Sites Facebook

Microsoft Sites BBC Sites

Amazon Sites eBay

Yahoo Sites Trinity Mirror Group

News UK Sites Mail Online / Daily Mail

Sky Sites Twitter

Apple Inc. The Guardian

Telegraph Media Group Wikimedia Foundation Sites

PayPal TripAdvisor Inc.

ESI Media Snapchat, Inc

Total Unique Visitors/Viewers (000s) = 47,938

18

46,30944,274

39,24627,748

23,47117,764

9,5756,058

4,566

41,38040,749

24,66421,889

20,493

40,56036,262

21,74819,989

14,63712,296

6,208

Google SitesYoutube

Google Search Google Maps Google Gmail

Android Blogger

Google+ Google Shopping

Facebook SitesFacebookInstagram

Messenger WhatsApp

Microsoft Sites MSN

Bing MSN Content Sites

Outlook (Outlook.com) Microsoft Office

Skype

Total Unique Visitors (000s)

Audience Breakdown of Top 3 SitesYouTube alone reaches more than all Facebook properties combined



19

Top 20 Properties by ‘Time Spent*’ – Total Digital Population Entertainment (games/music/TV) & social media sites drive minutes



52,588

39,257

6,519

5,057

5,011

4,186

4,175

3,900

3,346

3,138

2,976

2,127

1,638

1,570

1,427

1,376

1,264

1,261

1,099

1,038

Google Sites

Facebook

BBC Sites

Spotify

Snapchat, Inc

Microsoft Sites

Yahoo Sites

eBay

Netflix Inc.

Sky Sites

Amazon Sites

Twitter

Apple Inc.

Peak Games

SOUNDCLOUD.COM

Activision Blizzard

Zynga

Mail Online / Daily Mail

Prodege

The Match Group

Total Mins (MM) – Total Market = 236,936

Properties in yellow rank in Top 20 by minutes but not by

Unique Visitors.

20

Share of Adults’ Time Online by Platform for Top 10 ‘Time Spent’ PropertiesMobile devices account for over 90% of time spent on Spotify & Snapchat

Snapchat & Spotify have the greatest share of time on

mobile devices

Majority of time spent online for Microsoft & Yahoo is on the

desktop

BBC & Sky have highest Tablet share out of top 10



0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Google Sites

Facebook

BBC Sites

Spotify

Snapchat, Inc

Yahoo Sites

Microsoft…

eBay

Netflix Inc.

Sky Sites

Share Of Minutes


Mobile usage

22

Source: comScore MMX Multi-Platform, Sep 2017, UK, Adults 18+MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps


Mobile Reach by Platform & Access81% of the UK online adult population use mobile apps

88%

81%

74%

74%

48%

42%

Total Mobile Reach

Mobile App Reach

Smartphone Reach

Smartphone App Reach

Tablet Reach

Tablet App Reach

Reach of Online UK Population – Sep 2017

23

Source: comScore MMX Multi-Platform, June 2017, UK, Adults 18+MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps


Share of Minutes by Platform & Mobile AccessMobile Apps account for 59% of all Minutes

Smartphone Web10%

Tablet Web3%

Smartphone App50%

Tablet App9%

Desktop28%

Share of Total Minutes

Apps account for

82% of TOTAL

MOBILE minutes

24

Number of Mobile Apps Measured by Audience SizeOnly 74 mobile apps have an audience of over 2 million

+

Source: comScore Mobile Metrix, Sept 2017, UK, Age 18+Please note that ‘mobile’ includes smartphone and tablet usage combinedUKOM: Development Endorsement

Only 20 apps reach more than 20% of app users

Top Properties: Mobile Population

26

Top 20 Mobile Properties ranked by Unique Visitors37m adults accessed mobile content in Sep 2017 (via browser and app)

35,412

34,724

33,067

30,090

27,403

26,826

25,282

24,646

24,604

23,090

22,702

21,918

20,646

19,749

19,212

18,974

18,522

18,437

17,760

16,394

Google Sites

Facebook

BBC Sites

Amazon Sites

News UK Sites

Trinity Mirror Group

eBay

Sky Sites

Mail Online / Daily Mail

Twitter

Microsoft Sites

Apple Inc.

Snapchat, Inc

Yahoo Sites

The Guardian

Telegraph Media Group

PayPal

ESI Media

Wikimedia Foundation Sites

TripAdvisor Inc.

Total Unique Visitors/Viewers (000s) – Total Mobile (18+) = 37,181

Source: comScore Mobile Metrix, Sep 2017, UK, Age 18+Please note that ‘mobile’ includes smartphone and tablet usage combinedUKOM: Development Endorsement

27

Top 20 Mobile Properties ranked by minutesEntertainment & Games sites more likely to feature in ‘time online’ top 20

Properties in yellow rank in top 20 by mobile

minutes but not in the top 20 for mobile visitors


34,440

32,5125,630

5,0495,010

2,8432,2772,0721,9561,7721,6131,5631,3811,3081,2891,2761,2501,083954935

Facebook Google Sites

BBC Sites Spotify

Snapchat, Inc Sky Sites

eBay Amazon Sites

Twitter Microsoft Sites

Apple Inc. Peak Games

SOUNDCLOUD.COM Activision Blizzard

Netflix Inc. Yahoo Sites

Zynga Prodege

The Match Group Mail Online / Daily Mail

Minutes (MM) – Total Mobile = 186,230

28

Top 20 Mobile Apps (Tablet & Smartphone) ranked by Unique VisitorsGlobal Brands dominate top 20 Apps


28,585

28,499

24,391

21,072

20,889

20,309

20,250

20,056

17,746

16,027

15,775

13,140

11,943

11,611

10,549

10,301

8,717

8,564

7,301

6,933

YouTube

Facebook

Google Search

Facebook Messenger

Instagram

WhatsApp Messenger

Google Maps

Snapchat

Google Play

Gmail

eBay

Amazon Mobile

Twitter

Google Drive

Apple News

Spotify

Google Photos

Google Calendar

BBC News

Apple Maps

Total Unique Visitors/Viewers (000s) – Total Mobile App Users = 34.1m

29

18,152

13,582

6,646

5,042

5,008

4,308

3,939

3,760

1,984

1,809

1,519

1,495

1,373

1,285

1,272

1,185

1,134

702

661

588

Facebook

YouTube

Facebook Messenger

Spotify

Snapchat

Instagram

WhatsApp Messenger

Google Search

eBay

Twitter

BBC News

Google Maps

SoundCloud

Netflix

Gmail

Google Photos

BBC iPlayer

S Photo Editor - Collage Maker

Amazon Mobile

Sky Go

Total Mins (MM) – Total Market = 136,944

Top 20 Mobile (Tablet & Smartphone) Apps ranked by MinutesSpotify & Twitter are in the top 10 for minutes spent on apps


Apps in yellow rank in top 20 by mobile app

minutes but not in the top 20 for mobile app

visitors

30


Top 10 Mobile Apps by Unique Visitors split by Platform 9 of the top 10 apps are owned by Google or Facebook

(Million) (Million) (Million)

YouTube 28.7 Facebook 24.8 YouTube 6.5

Facebook 28.6 YouTube 24.6 Snapchat 6.2

Google Search 24.4 Google Search 21.7 Facebook 5.9

Facebook Messenger 21.1 WhatsApp Messenger 20.0 Instagram 4.8

Instagram 20.9 Facebook Messenger 19.9 Google Search 3.9

WhatsApp Messenger 20.3 Google Maps 18.8 BBC iPlayer 3.8

Google Maps 20.3 Google Play 17.7 eBay 2.8

Snapchat 20.1 Instagram 17.5 Twitter 2.4

Google Play 17.7 Snapchat 15.5 Apple News 2.4

Gmail 16.0 Gmail 14.9 BBC News 2.1

Smartphone

Top 10

Tablet

Top 10

Total Mobile

Top 10

31


Top 10 Mobile Apps by Minutes by Mobile PlatformBritish TV apps enter top 10 for tablet minutes

Billion Billion Billion

Facebook 18.2 Facebook 17.0 YouTube 4.2

YouTube 13.6 YouTube 9.3 Facebook 1.1

Facebook Messenger 6.6 Facebook Messenger 6.6 Google Search 1.1

Spotify 5.0 Snapchat 4.7 Spotify 0.8

Snapchat 5.0 Spotify 4.3 BBC iPlayer 0.7

Instagram 4.3 Instagram 4.1 Netflix 0.5

WhatsApp Messenger 3.9 WhatsApp Messenger 3.9 Sky Go 0.5

Google Search 3.8 Google Search 2.7 BBC News 0.4

eBay 2.0 Twitter 1.7 eBay 0.4

Twitter 1.8 eBay 1.6 ITV Hub 0.3

Smartphone

Top 10

Tablet

Top 10

Total Mobile

Top 10

Categories

33

Major Categories Online – Unique Visitors v MinutesEntertainment, Social Media, IM & Games have high engagement

Source: comScore MMX Multi-Platform, Sept 2017, UK Adults 18+


0

10,000

20,000

30,000

40,000

50,000

60,000

UVs & Mins by Category

Total Unique Visitors/Viewers (000) Total Minutes (MM)

34

0.010.020.030.040.050.060.070.080.090.0

100.0



Category Reach by PlatformReach is higher on smartphones for nearly all activities

Category reach among platform users

35

Computer Software 87% Instant Messengers 97% TV 41%

Education 82% Gay/Lesbian 96% Kids 36%

Car Rental 82% Photos 92% General News 29%

Pharmacy 74% Job Search 91% Consumer Goods 27%

Auctions 74% Maps 89% Family & Youth 27%

Autos Manufacturer 73% Books 85% Radio 24%

Business to Business 73% Retail - Music 84% Newspapers 22%

Toys 71% Social Media 83% Games 20%

Government 70% Health 82% Travel - Information 20%

Airlines 65% Personals 81% Real Estate 18%

Platform Share of Time Online by categoryPlatform time is influenced heavily by content and service

Source: comScore MMX Multi-Platform, Sep 2017, UK, Adults 18+


Smartphone total

59%Desktop total

28%Tablet total

12%

36

Share of Mobile Minutes by Access Type by CategoryMobile App share of minutes varies by content & service

+

Source: comScore Mobile Metrix, Sept 2017, UK, Age 18+Please note that ‘mobile’ includes smartphone and tablet usage combinedUKOM: Development Endorsement

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Mobile App V Mobile Web Share of Mobile Minutes

Mobile App Mobile Web

Find out more at: http://www.ukom.uk.net/

Email us at: [email protected]

Questions?

http://www.ukom.uk.net/

mailto:[email protected]

38

Methodology and Definitions

• This report utilises data from the comScore suite of UKOM approved products, namely comScore MMX, comScore Video Metrix and comScore MMX Multi-Platform, as well as comScore Mobile Metrix which is pending UKOM approval.

• comScore MMX Multi-Platform® comScore MMX Multi-Platform ® offers comprehensive reporting on more than 300,000 digital media entities, including their unduplicated audience size, demographic composition, engagement, performance within key user segments and behavioral trends. All of these metrics are measured across multiple digital media platforms, including desktop computers, smartphones and tablets, and content delivery vehicles, including websites, videos and apps. These platforms are unified using both panel- and census-based methods to deliver a holistic view of media companies’ total digital populations. For more information, please visit: http://www.comscore.com/Products/Audience-Analytics/Media-Metrix-Multi-Platform

• comScore MMX ®The comScore MMX ® suite of syndicated products sets the standard for digital audience measurement and media planning. It is powered by Unified Digital Measurement™, the measurement approach that bridges panel-based and website server-based metrics to account for browsing on PC. MMX delivers the accurate suite of audience metrics, providing valuable demographic measures, such as age, gender, household income and household size. MMX reports on more than 35,000 UK properties. For more information please visit: http://www.comscore.com/Products/Audience_Analytics/MMX

• comScore Mobile Metrix ®comScore Mobile Metrix ® captures total mobile audience behaviour on browsers and apps across smartphones and tablets. With Mobile Metrix, publishers can demonstrate the value of their mobile audiences, while agencies and advertisers can strategically plan and buy digital advertising on mobile platforms to achieve their campaign objectives. For more information, please visit: www.comscore.com/Products/Audience-Analytics/Mobile-Metrix2

• comScore Video Metrix ®comScore Video Metrix ® provides transparent, end-to-end video measurement and uses robust duration measurement to reveal engaged time spent viewing online video, along with the unique ability to Separate advertising and content. For more information, please visit: http://www.comscore.com/Products/Audience_Analytics/Video_Metrix

http://www.comscore.com/Products/Audience-Analytics/Media-Metrix-Multi-Platform

http://www.comscore.com/Products/Audience_Analytics/MMX

http://www.comscore.com/Products/Audience-Analytics/Mobile-Metrix2

http://www.comscore.com/Products/Audience_Analytics/Video_Metrix

About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement

and analytics, delivering insights on web, mobile and TV consumer

behaviour that enable clients to maximise the value of their digital

investments.

A preferred source of digital audience measurement, comScore offers a variety of on-

demand software and custom services within its four analytics pillars: Audience Analytics,

Advertising Analytics and Digital Business Analytics. By leveraging a world-class

technology infrastructure, the comScore Census Network™ (CCN) captures trillions of

digital interactions a month to power big data analytics on a global scale for its more than

2,000 clients, which include leading companies such as AOL, Baidu, BBC, Best Buy, Carat,

Deutsche Bank, ESPN, France Telecom, Financial Times, Fox, LinkedIn, Microsoft,

MediaCorp, Nestle, Starcom, Terra Networks, Universal McCann, Verizon, ViaMichelin

and Yahoo!.

Stay connected

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About UKOM

UKOM’s objective is to set and oversee the delivery of a credible industry

standard for digital audience measurement. That means quantifying

audiences in terms of people, not browsers or machines.

UKOM’s governance structure involves all sides of the industry, to ensure that comScore

services meet our collective needs fully and fairly.

The whole UK media industry is involved in setting and overseeing UKOM standards

through its Technical and Commercial Committees, and the UKOM Board.

UKOM and comScore work to an agreed process for product approval, from agreeing

concepts, to approved data publication, and continuous assessment.

Find out more at:

www.ukom.uk.net/

http://www.ukom.uk.net/

uk digital market overview€¦ · contact: [email protected]. 2 *please note that we use the...

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