uk digital market overview summary dec 2017 iab mobile ...uk digital market overview summary dec...

UKDigitalMarketOverviewSummary

Dec2017

ApresentationtoIABMobileSteeringGroupJanuary2018Ifyouhaveanyquestions,please

contact:[email protected]

UsagebyPlatform

3

Total Unique Visitors (000s)

BreakdownofDigitalUniqueVisitorsbyPlatform

Source:comScoreMMXMulti-Platform,Dec2017,UK,Adults18+MMXMulti-Platformincludesdesktopbrowsing,desktopvideostreams,smartphonebrowsing&apps,tabletbrowsing&apps

*Desktoprefersto‘Desktop,laptopandnotebook.Totalmobilereferstosmartphoneandtabletusagecombined

Age18+

6-17yrs

42,02331,511

37,46531,736

20,190

5,915

5,915

TotalDigitalPopulation

DesktopMobileAllSmartphones

AllTablets

Smartphoneovertakesdesktopfor18+reach

4

SmartphoneWeb9%TabletWeb

3%

SmartphoneApp51%

TabletApp10%

Desktop27%

ShareofTotalMinutes

Source:comScoreMMXMulti-Platform,Dec2017,UK,Adults18+MMXMulti-Platformincludesdesktopbrowsing,desktopvideostreams,smartphonebrowsing&apps,tabletbrowsing&apps

*Desktoprefersto‘Desktop,laptopandnotebook.Totalmobilereferstosmartphoneandtabletusagecombined

ShareofMinutesbyPlatform&MobileAccessMobileAppsaccountfor61%ofallMinutes

Appsaccountfor

83%ofTOALMOBILEminutesAppsaccountfor83%of

totalmobileminutes

Mobileaccountsfor73%oftimespentonline

Smartphoneaccountsfor60%oftimeonline

5

60%

73%

62%

63%

58%

46%

54%

66%

13%

9%

9%

12%

15%

21%

11%

15%

27%

18%

29%

25%

28%

33%

35%

19%

18+

18-24

25-34

35-44

45-54

55+

Males:18+

Females:18+

ShareofMinutes

Smartphones Tablets Desktop

PlatformShareofMinutesbyAge&GenderMillennials&femalesspendgreatestshareoftimeonmobiledevices

Smartphonesharedecreaseswithincreasingagebut55+havethegreatesttabletshare

Females18+spend81%oftheirtimeonlineon

mobiledevicescomparedtoonly65%formales.

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

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

6

14.5

28.1

7.1

TotalDigitalPopulation Desktop Mobile

AverageMinutesperVisitbyPlatform

Average minutes per visit by platform

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


Mobilefor‘snacking.’

Sessionsonly¼ lengthofpcsessions

TopProperties:TotalDigitalPopulation

8

46,61441,44740,98940,41140,232

38,80033,69733,385

31,59130,91130,306

26,28226,011

25,17024,777

22,54222,46822,117

21,30019,987

GoogleSitesFacebookBBCSites

MicrosoftSitesAmazonSites

OatheBay

TrinityMirrorGroupSkySites

NewsUKSitesMailOnline/DailyMail

AppleInc.Twitter

WikimediaFoundationSitesPayPal

TheGuardianSnapchat,Inc

Independent&EveningStandard…TelegraphMediaGroup

TripAdvisorInc.

TotalUniqueVisitors/Viewers(000s)=47,938

Top20Propertiesby‘UniqueVisitors’- TotalDigitalPopulationGooglereaches97%oftheUKOnlinepopulation

Oathaudienceofnearly39million.AddingMicrosoftDisplayadvertisingproducts

(Outlook/SkypeandMSN)givesOath/MSpartnershipatotalaudiencereachof43.6m(91%reach),2nd onlytoGoogle

Thetop6propertiesallhaveonlinereachover80%

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


Traditionalnewsorganisationsmaintainsignificantreach

9

47,308

35,050

12,136

6,756

5,715

5,435

3,914

3,911

3,643

3,562

3,117

2,151

1,657

1,646

1,549

1,333

1,221

1,218

1,057

1,025

GoogleSitesFacebook

SpotifyBBCSites

Snapchat,IncOath

AmazonSitesMicrosoftSites

NetflixInc.eBay

SkySitesPeakGames

TwitterAppleInc.

ActivisionBlizzardMailOnline/DailyMail

ZyngaSOUNDCLOUD.COM

EAGames- MediaNetworkOPENLOAD.CO

TotalMins(MM)– TotalMarket=232,600

Top20Propertiesby‘TimeSpent*’– TotalDigitalPopulationEntertainment(games/music/TV)&socialmediasitesdriveminutes

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


PropertiesinyellowrankinTop20byminutesbutnotby

UniqueVisitors.

OnlySkyandMailOnlineof‘traditional’newssitesremain

intop20fortimespent

TopProperties:MobilePopulation

11

Top20MobilePropertiesrankedbyUniqueVisitors37madultsaccessedmobilecontentinDec2017(viabrowserandapp)

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

35,86935,756

34,20432,281

29,31727,89427,338

25,77825,70825,476

22,59422,58222,36921,944

20,18019,564

18,36117,27617,269

14,762

GoogleSitesFacebookBBCSites

AmazonSitesTrinityMirrorGroup

NewsUKSitesSkySites

eBayOath

MailOnline/DailyMailMicrosoftSites

TwitterSnapchat,Inc

AppleInc.PayPal

WikimediaFoundationSitesIndependent&EveningStandard…

TheGuardianTelegraphMediaGroup

HomeRetailGroup

TotalUniqueVisitors/Viewers(000s)– TotalMobile(18+)=37,465

HomeRetailGroup(Argos)enteredthetop

20inDecember

12

32,15830,976

12,1255,9455,715

2,8192,5062,4092,1452,0531,6251,6211,5691,4991,4741,1961,1791,0891,0191,017

GoogleSitesFacebook

SpotifyBBCSites

Snapchat,IncSkySites

OathAmazonSitesPeakGames

eBayAppleInc.

MicrosoftSitesNetflixInc.

TwitterActivisionBlizzard

ZyngaSOUNDCLOUD.COM

SPhotoEditorEAGames- MediaNetwork

MailOnline/DailyMail

Minutes(MM)– TotalMobile=169,824

Top20MobilePropertiesrankedbyminutesEntertainment&Gamessitesmorelikelytofeaturein‘timeonline’top20

Propertiesinyellowrankintop20bymobile

minutesbutnotinthetop20formobilevisitors


Contentcategories

14

• Education 87% • Instant Messenger 98% • TV 40%

• Web Hosting 85% • Photos 92% • Radio 35%

• Retail - Movies 78% • Retail - Music 85% • Coupons 33%

• Computer Software 75% • Books 84% • News/Information 26%

• Auctions 72% • Social Media 84% • Family & Youth 26%

• Government 70% • Entertainment - Music 82% • e-cards 24%

• Entertainment - Movies 65% • Health 79% • Games 21%

• Automotive 64% • Technology 75% • Real Estate 19%

• Business to Business 60% • Telecommunications 72% • Portals 16%

• e-cards 60% • Lifestyles 67% • Entertainment 16%

PlatformShareofTimeOnlinebycategoryPlatformtimeisinfluencedheavilybycontentandservice

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

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

Smartphone total

60%Desktop total

27%Tablet total13%

15

ShareofMobileMinutesbyAccessTypebyCategoryMobileAppshareofminutesvariesbycontent&service

+


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

100%

MobileAppVMobileWebShareofMobileMinutes

App Web

16Source: comScore VMX Multi-Platform, Dec 2017, UK Adults 18+

UKOM: Development Endorsement

YouTubeDatafromcomScoreVideoMetrixMulti-PlatformDecember2017Summary

• 37.9millionadultviewers• Reaches73%ofALLUKAdultsand90%ofinternetusers• 337videospervieweronaverage• 12.8billionvideoswatched• Average3.7minutespervideo• 80%ofvideosconsumedonamobiledevice• 74%ofviewingtimeonamobile• 18-44saccountfor52%ofall18+internetusersbutgenerate76%ofYouTubevideos

• 18-34saccountfor51%ofallYTtime

17

YouTubeReaches73%oftheAdultPopulationintheUKDecember2017Summary

Source: comScore VMX Multi-Platform, Dec 2017, UK Adults 18+

UKOM: Development Endorsement

90 93 94 9388 86

73

91 90 86

76

53

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

YouTubeReachamongbothDigitalPopulationandTotalPopulation(%)

%ReachDigitalPop %ReachTotalPop

Find out more at: http://www.ukom.uk.net/Email us at: [email protected]

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