1
Please refer to slide 6 for guide footnotes
Monthly Performance Pack
May 2010
Dan Maynard, Publicist, BBC iPlayerBBC Marketing, Communications & AudiencesT. 020 8008 5294 | M. 07912 583654 | [email protected]
2
Please refer to slide 6 for guide footnotes
Monthly summary – May 2010
• May was another strong month for BBC iPlayer, with the highest number of requests for TV and radio programmes to date, boosted by the new series of Doctor Who and GeneralElection coverage.
• In total there were 130 million requests across all platforms (both online platforms and devices and BBC iPlayer on Virgin Media TV combined) – 97 million for TV programmes and 33 million for radio programmes.
• For TV content, this month Junior Apprentice was in the top 20 along with more usual titles Doctor Who, Outnumbered and EastEnders; whilst for audio requests the Twenty20 World Cup Cricket and Radio 1’s Big Weekend broadcasts were popular.
Consistent with previous months:
• The profile of BBC iPlayer users is evening out over time in terms of male/female ratio, but remains strongly under-55 in terms of age, which is younger than the typical TV viewer or radio listener’s profile.
• On-demand makes up the great majority of TV programme requests (in May, 10% of requests were for live simulcast streams), however about 70% of requests for radio streams are for live programmes, as opposed to on-demand catch-up listening.
• BBC iPlayer is used for TV at roughly the same time of day as linear TV viewing, although there is proportionally more daytime and late-peak use. For radio, BBC iPlayer is used far more in daytime than traditional radio listening, which peaks at breakfast-time.
3
Please refer to slide 6 for guide footnotes
IndexPage
Overview for BBC iPlayer across all platforms 4
Monthly requests 7
Average daily requests 8
Average daily users 9
Weekly requests 10
Weekly users 11
Minutes per user per week 12
Top TV programmes 13
Top radio programmes 14
Live vs on-demand 15
Use of BBC iPlayer for TV by time of day 16
Use of BBC iPlayer for radio by time of day 17
Profile of BBC iPlayer users 18
Glossary 19
4
Please refer to slide 6 for guide footnotes
Total Monthly BBC iPlayer Requests across all platformsIncludes Virgin Media
Millions o
f re
quests
16.1 18.426.8 23.6 25.4 24.7 25.7 25.5 26.5 26.1 29.3 28.2 32.3 29.9 33.3 30.4 32.7
30.836.0
36.737.2
39.1 36.544.9 43.3 44.5
53.2
59.6 65.268.2 68.7 67.0 73.4
77.0
14.7
14.1
14.815.3
16.214.8
16.7 15.8 16.3
18.1
18.520.8
19.817.8 17.3
19.6
20.2
6269
78 7681
76
87 85 87
97
107114
120116 118
123130
Jan
09
Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Jan
10
Feb Mar Apr May
Virgin Media BBC iPlayer TV requests
Online BBC iPlayer TV requests
Online BBC iPlayer radio requests
In total, BBC iPlayer received 130 million requests for programmes across all platforms in May 10, including both online platforms and devices, and BBC iPlayer on Virgin Media TV. This is again the best month to date.
5
Please refer to slide 6 for guide footnotes
Requests for programmes by device typeIncludes Virgin Media
% of requests
In May, the number of BBC iPlayer requests for programmes by platform/device only grew significantly on computers – other devices were fairly stable.
NB: iPhone data missing over 10 Nov–02 Feb, and Wii stats missing over 22-31 March, due to technical problems
Number of requests (millions)
Virgin Media data arrives later than online stats, therefore the remainder of this report is only for the online BBC iPlayer, available via computer / mobile / games consoles.
6% 6% 5% 5% 3% 1% 1% 4% 4% 5% 5%
74% 75%71% 73% 75% 75% 76% 73% 75% 72% 73%
1% 1%5% 3% 4% 4% 5% 4% 4% 4% 4%
19% 19% 19% 18% 17% 18% 16% 15% 15% 16% 16%
Ju
l 0
9
Au
g
Se
p
Oct
No
v
De
c
Ja
n 1
0
Fe
b
Ma
r
Ap
r
Ma
y
5 5 5 5 3 5 5 6 6
64 62 6273 81 85
91 85 89 8895
1 1 4
4
45
65
5 5
5
17 1616
18
19
1817
20
20
20
21
87 85 87
97
107
114
120116 118
123
130
Ju
l 0
9
Au
g
Se
p
Oct
No
v
De
c
Ja
n 1
0
Fe
b
Ma
r
Ap
r
Ma
y
Other TV devices
Virgin Media
Wii
PS3
Computers
Mobile devices
TOTAL
6
Please refer to slide 6 for guide footnotes
Notes on figures in this report
These notes apply to pages 5 to 17 in this pack and should be included as footnotes as relevant when quoting any of these figures. A glossary is on page 18.
• This data is collected via a BBC internal data warehouse (BBC iStats). The methodology adheres to industry standard guidelines as defined by JICWEBs and ABCe, with the exception that the BBC data is based on a 25% sample of users and not 100%. The BBC are working towards 100% sample over the coming months
• In 2009 the BBC refined its methodology for measuring AV requests, so figures for 2007/8 are not comparable. There may be further changes in the data in future releases as we continue to refine the methodology
• Please quote the source of these figures as “BBC iStats”
• Unless specified otherwise, figures include requests for both on-demand catch-up (streams and downloads), or views of live simulcasts
• We cannot report download playback due to data privacy restrictions
• All data is for the UK only and excludes listening outside the UK
• January 09 data excludes 1st - 4th January 09 since changes were made to the measurement system on 5th January 2009
• This data includes requests via BBC iPlayer on any BBC website – whether on a programme, channel or station page, via the pop-out console, or on the BBC iPlayer website itself
• None of this data following is for the BBC iPlayer on Virgin Media’s TV service - all is for BBC iPlayer, available via computer / mobile / games consoles
• This report does not include requests for web-only content (such as online news or sport coverage) – only requests for full-length programmes which have been transmitted on a TV channel or radio station
7
Please refer to slide 6 for guide footnotes
30.836.0 36.7 37.1 39.1 36.5
44.9 43.3 44.553.2
59.665.2 68.2 68.7 67.4
73.4 77.016.1
18.426.8 23.6
25.424.7
25.7 25.5 26.5
26.1
29.328.2
32.3 29.9 33.830.4
32.7
47
54
6361
6561
71 69 71
79
8993
101 99101
104
110
0
20
40
60
80
100
120
Jan09
Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan10
Feb Mar Apr May
Month
ly R
equests
(m
illions)
.
Radio Requests
TV Requests
Monthly BBC iPlayer Online Requests
May 2010 saw a total of 110m requests to the online BBC iPlayer for TV and radio programmes – a new record of 77m for TV and 33m requests for radio content.
8
Please refer to slide 6 for guide footnotes
1.11.3 1.2 1.2 1.3 1.2
1.5 1.4 1.51.7
2.0 2.1 2.22.5
2.22.4 2.5
0.60.7 0.9 0.8 0.8 0.8
0.8 0.80.9
0.8
1.0 0.91.0
1.1
1.11.0
1.1
1.7
1.92.1 2.0 2.1 2.0
2.3 2.22.4
2.6
2.93.0
3.2
3.53.5
3.2
3.5
0
1
2
3
4
Jan
09
Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan
10
Feb Mar Apr May
Avera
ge D
aily R
equests
(m
illions) .
Radio Requests
TV Requests
Across May 2010 there were 3.5m requests per day on average – 1.05 million per day for radio programmes and 2.48 million for TV programmes.
Average Daily BBC iPlayer Requests
9
Please refer to slide 6 for guide footnotes
Average Daily BBC iPlayer Users
May 2010 saw an average of 1.4 million users per day, equalling February’s record –1.01m users only of TV content, 0.3m for only radio content, and 60k users of both media.
0.480.54 0.51 0.53 0.54 0.53
0.60 0.570.64
0.740.86 0.88 0.91
0.990.90
0.98 1.010.03
0.030.03 0.03 0.03 0.03
0.040.04
0.04
0.050.05
0.05
0.06
0.05
0.060.06
0.26
0.270.26 0.24 0.24 0.25
0.260.27
0.28
0.27
0.30 0.290.32
0.32
0.33
0.300.31
0.03
0.8
0.80.8 0.8 0.8 0.8
0.90.9
1.0
1.1
1.2 1.2
1.3
1.4
1.31.3
1.4
0.0
0.2
0.4
0.6
0.8
1.0
1.2
1.4
Jan-09 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan-10 Feb Mar Apr May
User
agents
(m
illions)
.
Users of Radio Only
Users of Both
Users of TV Only
10
Please refer to slide 6 for guide footnotes
14.8 15.1 14.4 13.9
17.315.8
14.8 14.4 15.116.5 16.7
18.916.7
15.1 15.3 15.6 15.015.9
17.6 17.1 17.2 17.318.3 17.6
16.5 16.5 16.8
6.8 6.8 7.7
4.9
5.0 8.07.9
7.17.4
7.5 7.4
7.4
7.6
7.0 7.5 7.77.5
6.9
6.1 7.2 7.7 7.87.9
8.1
7.3 7.0 6.3
22 22 22
19
22
2423
2223
24 24
26
24
2223
2323 23
2424
25 2526
26
24 24 23
0
5
10
15
20
25
30
'30-N
ov
07 D
ec
14 D
ec
21 D
ec
28 D
ec
04 J
an
11 J
an
18 J
an
25 J
an
01 F
eb
08 F
eb
15 F
eb
22 F
eb
01 M
ar
08 M
ar
15 M
ar
22 M
ar
29 M
ar
05 A
pr
12 A
pr
19 A
pr
26 A
pr
03 M
ay
10 M
ay
17 M
ay
24 M
ay
31 M
ay
Weekly
Requests
(m
illions) .
TV Requests Radio Requests
Weekly BBC iPlayer Requests - latest 6 months
Weekly requests in May 2010 fell across the month after the end of the Election coverage.
* Technical problems - the data measurement systems failed over 10:00-20:00 on Sunday October 18th, so while users successfully received programmes, we did not record their usage of iPlayer.
*
Chri
stm
as w
eek
11
Please refer to slide 6 for guide footnotes
3.6 3.7 3.5 3.54.1
3.7 3.93.5 3.7 3.9 3.9
4.33.9 3.7 3.6 3.7 3.4 3.7
4.53.8 3.8 3.9 4.0 4.0 3.9 3.9 3.8
0.4 0.40.5 0.4
0.4
0.50.5
0.40.4
0.4 0.4
0.5
0.50.4 0.4 0.4
0.40.4
0.4
0.4 0.5 0.40.5 0.5
0.4 0.4 0.4
1.1 1.1 1.5
0.9
0.9 1.51.4
1.11.2
1.2 1.2
1.2
1.21.2 1.2
1.31.2
1.2
1.1
1.11.2 1.2
1.3 1.21.1 1.1
1.0
5.2 5.25.4
4.8
5.45.7
5.9
5.05.3
5.5 5.5
5.95.6
5.3 5.25.4
5.05.3
6.1
5.35.5 5.6
5.85.6
5.4 5.45.2
0
1
2
3
4
5
6
7
8
'30-N
ov
07 D
ec
14 D
ec
21 D
ec
28 D
ec
04 J
an
11 J
an
18 J
an
25 J
an
01 F
eb
08 F
eb
15 F
eb
22 F
eb
01 M
ar
08 M
ar
15 M
ar
22 M
ar
29 M
ar
05 A
pr
12 A
pr
19 A
pr
26 A
pr
03 M
ay
10 M
ay
17 M
ay
24 M
ay
31 M
ay
User
agents
(m
illions) .
Users of Radio Only
Users of Both
Users of TV Only
Weekly BBC iPlayer Users – latest 6 months
Weekly user numbers fell across the month of May after the end of the Election coverage.
*
* Technical problems
12
Please refer to slide 6 for guide footnotes
Requests and average minutes per user per week
On a weekly basis, each user of TV on BBC iPlayer is requesting just under 4 programmes, and streaming just over an hour of content. Each weekly user of radio content is requesting just under 5 programmes, and is streaming around three hours of radio content.
Holidays show an increase in TV stream durations and a corresponding dip for audio.
0
20
40
60
80
100
120
140
160
180
200
220
240
'30-N
ov
07 D
ec
14 D
ec
21 D
ec
28 D
ec
04 J
an
11 J
an
18 J
an
25 J
an
01 F
eb
08 F
eb
15 F
eb
22 F
eb
01 M
ar
08 M
ar
15 M
ar
22 M
ar
29 M
ar
05 A
pr
12 A
pr
19 A
pr
26 A
pr
03 M
ay
10 M
ay
17 M
ay
24 M
ay
31 M
ay
Avera
ge w
eekly
min
ute
s s
tream
ed p
er
user
.
TV minutes Radio minutes
Average weekly minutes streamed, per user, per week
May average = 178 minutes
May average = 73 minutes
Christm
as w
eek
Easte
r
B.H
.
B.H
.
13
Please refer to slide 6 for guide footnotes
BBC iPLAYER TOP 20 TV EPISODE – ALL
BBC iPlayer - Top 20 TV Episodes May 2010
Total requests per Episode
1 Doctor Who Series 5 Episode 7 1,372,000
2 Doctor Who Series 5 Episode 5 1,267,000
3 Doctor Who Series 5 Episode 6 1,199,000
4 Doctor Who Series 5 Episode 8 1,074,000
5 Outnumbered Series 3 Episode 4 832,000
6 Russell Howard's Good News S.2 Ep 7 737,000
7 Junior Apprentice Episode 1 733,000
8 Outnumbered Series 3 Episode 5 687,000
9 Outnumbered Series 3 Episode 6 641,000
10 Junior Apprentice Episode 2 596,000
11 Russell Howard's Good News S.2 Ep 6 566,000
12 EastEnders 21/05/10 546,000
13 EastEnders 11/05/10 537,000
14 Waterloo Road Series 5 Episode 15 528,000
15 EastEnders 20/05/10 510,000
16 EastEnders 10/05/10 497,000
17 Ashes to Ashes Series 3 Episode 8 483,000
18 EastEnders 13/05/10 479,000
19 EastEnders 06/05/10 478,000
20 EastEnders 24/05/10 477,000
BBC iPLAYER TOP 20 TV EPISODE
– MOST-REQUESTED EPISODE PER SERIESTotal requests per Episode
1 Doctor Who Series 5 Episode 7 1,372,000
2 Outnumbered Series 3 Episode 4 832,000
3 Russell Howard's Good News S.2 Ep7 737,000
4 Junior Apprentice Episode 1 733,000
5 EastEnders 21/05/10 546,000
6 Waterloo Road Series 5 Ep15 528,000
7 Ashes to Ashes Series 3 Episode 8 483,000
8 Live at the Apollo Series 5 Episode 1 442,000
9 Pirates of the Caribbean: Dead Man's Chest 425,000
10 Have I Got News for You Series 39 Ep 5 352,000
11 Luther Episode 1 340,000
12 The Scheme Episode 1 309,000
13 Friday Night with Jonathan Ross S.18 Ep14 271,000
14 Q.I. Series 6 Episode 9 242,000
15 Have I Got a Bit More News for You S.39 Ep7 231,000
16 The Terminator 21/05/02 227,000
17 Top Gear Series 10 Ep9 227,000
18 Over the Rainbow Show 10: Results Ep18 208,000
19 I'm in a Rock 'n' Roll Band! Episode 1 206,000
20 Young, British and Angry 19/05/10 184,000
Note: excludes episodes which had been available for fewer than seven days at the end of the month.
In the most-requested list for BBC iPlayer, Doctor Who, Outnumbered and EastEnders made up 14 of the top 20 episodes for April, with Junior Apprentice also featuring twice.
14
Please refer to slide 6 for guide footnotes
BBC iPLAYER TOP 20 RADIO EPISODE – ALL
BBC iPlayer - Top 20 Radio Episodes May 2010
Note: excludes episodes which had been available for fewer than seven days at the end of the month.
BBC iPLAYER TOP 20 RADIO EPISODE
– MOST-REQUESTED EPISODE PER SERIES
Total requests per Ep
1 5 live World Twenty20 Cricket Final 16/05/10 174,000
2 The News Quiz Series 71 Episode 4 106,000
3 5 live Prem Lg Man City v Tot 05/05/10 101,000
4 The Unbelievable Truth Series 5 Episode 6 101,000
5 The News Quiz Series 71 Episode 5 100,000
6 The News Quiz Series 71 Episode 6 96,000
7 5 live Prem Lg Liv v Chel 02/05/10 88,000
8 The Chris Moyles Show 07/05/10 84,000
9 Chris Moyles Kylie Minogue 14/05/10 83,000
10 Chris Moyles Day 1/Big Bangor House 17/05/10 79,000
11 Chris Moyles Dr Who in the Studio 12/05/10 76,000
12 5 live Sport Premier League 2009-10 09/05/10 75,000
13 The Official Chart with Reggie Yates 16/05/10 73,000
14 The News Quiz Series 71 Episode 3 71,000
15 Chris Moyles Day 5/Big Bangor House 21/05/10 69,000
16 5 live Sport Championship 2009-10 22/05/10 67,000
17 Chris Moyles Day 2/Big Bangor House 18/05/10 66,000
18 World Twenty20 Cricket 06/05/10 66,000
19 The Official Chart with Reggie Yates 09/05/10 66,000
20 The Official Chart with Reggie Yates 02/05/10 65,000
Total requests per Ep
1 5 live World Twenty20 Cricket Final 16/05/10 174,000
2 The News Quiz Series 71 Episode 4 106,000
3 5 live Prem Lg Man City v Tott 05/05/10 101,000
4 The Unbelievable Truth Series 5 Episode 6 101,000
5 The Chris Moyles Show 07/05/10 84,000
6 The Official Chart with Reggie Yates 16/05/10 73,000
7 5 live Sport Championship 2009-10 22/05/10 67,000
8 Election 10 07/05/10 62,000
9 Fearne Cotton 21/05/10 61,000
10 So Wrong It's Right Episode 1 60,000
11 Greg James 11/05/10 58,000
12 5 live Europa League 12/05/10 53,000
13 Radio 1's Big Wknd Vernon Kay 22/05/10 48,000
14 Steve Wright in the Afternoon 11/05/10 46,000
15 Annie Mac Live Bangor University 21/05/10 44,000
16 The Museum of Curiosity Series 3 Episode 1 43,000
17 Desert Island Discs Rob Brydon 16/05/10 42,000
18 The Archers 10/05/10 41,000
19 Ken Bruce 14/05/10 40,000
20 Jeremy Vine 11/05/10 39,000
The Twenty20 World Cup Cricket Final was the most popular radio programme in May, with Radio 1’s Big Weekend-related programmes also highly-requested.
15
Please refer to slide 6 for guide footnotes
Requests by on-demand catch-up vs live simulcast
TV Requests Radio requests
Live TV viewing increased by +2ppts this May, up to 10% of all TV BBC iPlayer viewing, whilst the split between live and on-demand for Radio remained stable.
95% 94% 98% 96% 93% 92% 92% 92% 92% 92% 90%
5% 6% 2% 4% 7% 8% 8% 8% 8% 8% 10%
Jul
09
Aug Sep Oct Nov Dec Jan
10
Feb Mar Apr May
Simulcast
On-demand
34% 32% 33% 31% 28% 28% 26% 30% 28% 29% 29%
66% 68% 67% 69% 72% 72% 74% 70% 72% 71% 71%
Jul
09
Aug Sep Oct Nov Dec Jan
10
Feb Mar Apr May
Simulcast
On-demand
*
* There were technical problems measuring some simulcast streams in September and October
16
Please refer to slide 6 for guide footnotes
BBC iPlayer – use for TV by time of day, May 2010
Internet and TV usage patterns by time of day
(scales adjusted for comparison)
06:0
0
07:0
0
08:0
0
09:0
0
10:0
0
11:0
0
12:0
0
13:0
0
14:0
0
15:0
0
16:0
0
17:0
0
18:0
0
19:0
0
20:0
0
21:0
0
22:0
0
23:0
0
00:0
0
01:0
0
02:0
0
03:0
0
04:0
0
05:0
0
TV viewers
BBC iPlayer TV requests
Internet users (any website)
The scale for each line on this graph is different – traditional TV viewing is far higher than BBC iPlayer use. However it shows the relative usage pattern by time of day – with BBC iPlayer use (for TV) being closer to the pattern of TV viewing, than of internet use, with proportionally more viewing in daytime and late peak.
TV peak – 25.1 millionBBC iPlayer peak – 248,000
Internet peak – 28.9 million
Sources– TV (aged 4+) from BARB May 10, internet (aged 2+) from Nielsen May 10, iPlayer May 2010 iStats See footnotes on final page for more detail
Note
: e
ach lin
e h
as a
very
diffe
rent
scale
(see p
eaks)
17
Please refer to slide 6 for guide footnotes
BBC iPlayer – use for radio by time of day, May 2010
Internet and radio usage patterns by time of day
(scales adjusted for comparison)
06:0
0
07:0
0
08:0
0
09:0
0
10:0
0
11:0
0
12:0
0
13:0
0
14:0
0
15:0
0
16:0
0
17:0
0
18:0
0
19:0
0
20:0
0
21:0
0
22:0
0
23:0
0
00:0
0
01:0
0
02:0
0
03:0
0
04:0
0
05:0
0
Radio listeners
BBC iPlayer requests for radio
Internet users (any website)
Sources - radio (aged 16+) from RAJAR Q1 10, internet (aged 2+) from Nielsen May 10, iPlayer May 10 BBC iStats
See footnotes on final page for more detail
Radio peak – 14.7 millionBBC iPlayer peak – 88,000 Internet peak – 28.9 million
The scale for each line on this graph is different – traditional radio listening is far higher than BBC iPlayer use. However it shows the relative usage pattern by time of day – with BBC iPlayer use (for radio) being in-between the pattern of radio listening and internet use, with proportionally more listening in daytime and evening compared with the traditional linear breakfast peak.
Note
: e
ach lin
e h
as a
very
diffe
rent
scale
(see p
eaks)
18
Please refer to slide 6 for guide footnotes
BBC iPlayer use by demographic
The profile of users of the BBC iPlayer is measured on a monthly survey of 700 UK adults. The demographic profile of iPlayer has stabilised for gender, but during Q1 10 the number of users aged 55+ increased to make up 20%.
57 52 48 49
43 48 52 51
Users of PC
iPlayer
All broadband
users
All TV viewers All radio
listeners
Women
Men
4436
29 31
3741
35 35
20 2335 34
Users of PC
iPlayer
All broadband
users
All TV viewers All radio
listeners
55+
35-54
15-34
Gender Age
User profiles - TV from BARB (Q1 10), radio from RAJAR (Q4 09), broadband from TNS survey 2000 adults (Sep 09)
7063 59 59 57 56 58 57 57
3137 41 41 43 44 42 43 43
0%
20%
40%
60%
80%
100%
Jan-
Mar
08
Apr-
Jun
Jul-
Sep
Oct-
Dec
Jan-
Mar
09
Apr-
Jun
Jul-
Sep
Oct-
Dec
Jan-
Mar
10
Women
Men
38 38 41 43 45 43 43 42 44
39 4342 41 39 41 42 43
21 20 16 16 17 16 15 15 20
37
0%
20%
40%
60%
80%
100%
Jan-
Mar
08
Apr-
Jun
Jul-
Sep
Oct-
Dec
Jan-
Mar
09
Apr-
Jun
Jul-
Sep
Oct-
Dec
Jan-
Mar
10
55+
35-54
15-34
19
Please refer to slide 6 for guide footnotes
Glossary
Stream – click to play instantly
Download – save to your computer to play laterWe cannot report on playback of downloads due to technical and data privacy restrictions
Users – a count of computer browers accessing the online iPlayer serviceSo please note: if someone has a different computer at work and at home, they are counted twice. If a family watches on a computer together, only one browser is counted. This is the industry-standard way of counting “users” or “visitors” to websites.
Requests – number of successful requests to stream or download a programmeWe only count successful requests, where a stream or a download actually start, rather than “clicks” which can be repeated if the user does not see an immediate reaction on the website.
Catch-up / on-demand – programmes requested after they have gone out on “normal” TV/radio channels and are available on iPlayer
Live / simulcast – streaming of live TV channels / radio stations on the website, at exactly the same time as broadcast on “normal” TV / radio
Special footnotes for slides showing data for time of day
TV data – BARB average audience, live overnights, by hour, all individuals aged 4+, Total TV
Radio data - RAJAR average audience, by hour, all adults 16+, all radio stations
iPlayer - average requests, by hour, all programmes, stream & downloading, live and on-demand, UK only
Nielsen – user numbers, aged 2+ based on internet population estimate of 38 million individuals