4.1 Internet and web-based content

Transcription

1 4.1 Internet and web-based content

2 4.1 Key market developments

3 Figure 4.1 UK internet and web-based content market: key statistics UK internet and web-based content market PC/laptop take-up (%) Internet take-up (%) Total broadband take-up (%) Fixed broadband take-up (%) n/a n/a Mobile broadband take-up (%) n/a n/a Internet on mobile-phone take-up (%) n/a n/a Social networking online take-up (%) n/a Internet advertising expenditure ( ) 2.8bn 3.4bn 3.5bn 4.1bn 4.8bn n/a 2 Mobile advertising revenue ( ) n/a 29m 38m 83m 23m n/a Source: 1 Ofcom consumer research, Q1 each year, 2 Internet Advertising Bureau/PwC 2

4 3 Figure 4.2 Take-up of mobile phones and smartphones, UK adults Smartphone Non-smartphone Total mobile Proportion of UK adults (%) 1% 8% 6% 4% 2% % UK Male Female ABC1 C2DE Source: Ofcom Tecnology tracker, Jan/Feb 212 QD2. Do you personally use a mobile phones? /QD4 Do you personally use a smartphone? Base: Total UK Adults aged 16+ (n = 3772 unweighted total)

5 Figure 4.3 Importance of smartphones for internet access My phone is more important to me for accessing the internet than any other device Smartphone users (%) Net agreement 33% 42% 1% % 2 6% % 13 2% % Strongly disagree Slightly disagree Neither/nor Slightly agree Strongly agree Source: Ofcom omnibus research, March 211/212 Q.15c Please tell me how much you agree or disagree with each of the following statement: My phone is more important to me for accessing the internet than any other device? 212 Base: Total GB adults who use a Smartphone (n = 654)/ Total 211 GB adults who use a smartphone (n = 474). 4

6 5 Figure 4.4 Smartphone addiction Smartphone users (%) Net agreement % 8% % % 2% % Low Moderate High Source: Ofcom omnibus research, March 212/211 Q14 Choose a number between 1 and 1, where 1 represents I m not at all addicted to my mobile phone and 1 represents I m completely addicted to my mobile phone. Low is 1, 2, 3; moderate: 4, 5, 6, and high: 7, 8, 9, Base: Total GB adults who use a Smartphone (n = 654)/ Total 211 GB adults who use a smartphone (n = 474).

7 Figure 4.5 Activities conducted on a smartphone by GB adults Any Taking photos/video Internet surfing Listening to music Downloading apps Social networking Playing games Maps/GPS Picture messaging (MMS) Instant Messaging (IM) Accessing general news Watching video clips Accessing sports news Checking in to a place Tweeting Watching TV programmes/film Using voice activated services Used regularly Ever used 96 % 2% 4% 6% 8% 1% Smartphone users (%) Source: Ofcom omnibus research, March 212 Q.5 Which, if any, of the following functions or activities have you ever used your smartphone for? Q.6 Which of them do you use your smartphone for regularly? Total GB adults who use a smartphone (n = 654) 6

8 Figure 4.6 Activities conducted less on other devices since getting a smartphone Watching video clips on PC/laptop 51 Instant Messaging (IM) from PC/laptop 47 Taking photos/video using a camera 43 Accessing general news from a PC/laptop 39 Social networking from a PC/laptop 37 Maps/GPS on laptop/sat nav 36 Reading a newspaper 35 from a PC/laptop 35 Accessing sports news on PC/laptop 35 Accessing news on TV/radio 34 ing/uploading photographs 34 Accessing sports news on PC/laptop 32 Listening to music 32 Watching TV on PC/laptop 28 Internet surfing on PC/laptop 26 % 2% 4% 6% Smartphone users (%) Source: Ofcom omnibus research, March 212 Q.7 For each activity, please tell m whether you do more, less or the same amount on other devices since you have had your Smartphone? Base: All GB adults with a smartphone who have ever conducted the activity on their smartphone (all base over n = 75 shown) 7

9 Figure 4.7 Principal device for selected activities among smartphone and tablet owners Proportion of smartphone and tablet owners (%) 1% Tablet more than smartphone About the same Smartphone more than tablet Don't know 8% 6% 4% 2% % Taking photos Picture messaging (MMS) Instant Messaging (IM) Maps/GPS Listening to music Downloading apps Social networking 6 Watching short video clips Playing games Browsing the internet Source: Ofcom omnibus research, March 211 Q8 You mentioned earlier you have a tablet, which of the following activities do you use your tablet more or less for compared to your Smartphone? Base: All GB adults with a smartphone and tablet who have ever conducted the activity on their smartphone (all base over n = 75 shown) 8

10 Figure 4.8 Activities conducted on smartphone while out shopping Took a picture of the product Compared a price to a price online Scanned a bar code to get more product info Read product reviews online Researched product features online Used phone to redeem a mobile coupon Searched for coupons or deals online Any % 2% 4% 6% Smartphone users (%) Source: Ofcom omnibus research, March 212 Q.8b Which, if any of the following activities have you ever done on your Smartphone while out shopping? Base: Total GB adults who use a smartphone (n = 654) 9

11 Figure 4.9 UK advertising expenditure, by category Internet share of total advertising expenditure Advertising expenditure ( ) 15, 1, 5, 12% 16% 2% 24% 26% 3% 17,81 16,333 16,589 14,54 2,171 2,322 2,4 1,686 6,439 5,713 4,36 6,523 4,386 15,684 16,12 1,712 1,729 3,945 4,159 4,83 4,16 3,922 3,525 3,95 2,16 2,813 3,35 3,541 4,98 4, Cinema Radio Outdoor Direct Mail Press Television Internet CAGR 5yr 1yr 2% -7% -2% 2% -1% 1% -6% 1% -1% -8% 1% 2% 19% 17% Source: AA/Warc Expenditure Report Notes: All figures are nominal; CAGR = compound annual growth 1

12 11 Figure 4.1 Internet advertising share, active internet users, and broadband penetration: Internet advertising share Internet users Broadband Penetration 45 9 Share of total advertising (%) / Active digital media universe (millions) Source: Internet Advertising Bureau, Nielsen Work and Home Panel, Ofcom Note: Broadband household take-up figures are from Q1 of each year (26-212). 6 3 Household take-up (%)

13 12 Figure 4.11 Internet advertising, by type: millions 6 Year on Year Growth 6% 16% 17%** 4 2 3,35 3, ,987 2,148 4, ,346 4, ,767 Other Classified Search Display 211 Growth 89% 5%* 18%* 13%* , Source: IAB/ PwC Adspend Note: *Like for like growth of the total market **Like for like 211 growth was 14%

14 13 Figure 4.12 Video display advertising revenue and time spend on film/video sites: :: Video Advertising Revenue Time per person on movie/video sites 12 Time (hh:mm:ss) 1:3: 1:: :3: 28 :: Source: Internet Advertising Bureau, Nielsen Work and Home Panel inc. applications. Note: Time accounts for total time on sites of this category and not time spent viewing video content. Movie/video sites is a collection of more than 4 sites including YouTube, BBC iplayer, Dailymotion, LOVEFiLM.com, Channel 4oD, ITV Player, Yahoo! Movies, blinkbox, Sky Go, Netflix, and Vimeo Revenue millions

15 14 Figure 4.13 Demographic profile of video advertisement viewers 1% 8% 6% 4% 2% % 46% 44% 54% 56% Unique Views Percent of Total Time Spent 19% 13% 17% 2% 19% 15% 21% 2% 23% 26% Unique Views Percent of Total Time Spent Females Males Gender Age Source: comscore Video Metrix Note: Percent of Total Time Spent: % of Time Spent Watching Ad Videos by Demographic Segment / % of Total Internet Population from the Demo Segment x 1. Percent of Total Time Spent does not sum to 1% since not all ages groups are shown.

16 15 Figure 4.14 Mobile advertising revenues, and smartphone and mobile internet takeup Revenue ( millions) Mobile Advertising Revenues Internet on mobile phone take-up Smartphone take-up UK adult take-up (%) Source: Mobile Advertising Revenues: IAB/PWC, Ofcom: take-up of internet on mobile phone and of smartphones Note: Take-up figures are from Q1 of the following year.

17 16 Figure 4.15 Search and display share of mobile advertising revenues: % Revenue (%) 8% 6% 4% 2% Display Search % Source: IAB/PWC

18 17 Figure 4.16 Mobile display advertising revenues, by type and location: Revenue (%) 1% 8% 6% 4% 2% % Location Browser Ads App Ads Video Tenancies SMS, MMS, and other Banners and text links Source: IAB/PWC.

19 4.2 Internet and devices

20 19 Figure 4.17 Household PC and internet take-up, Proportion of adults (%) Q1 26 Q1 27 Q1 28 Q1 29 Q1 21 Q1 211 Q1 212 Q1 Internet PC / laptop Total broadband Fixed broadband Mobile data user Internet on mobile Mobile broadband QE1: Does your household have a PC or laptop computer? / QE2: Do you or does anyone in your household have access to the Internet/Worldwide Web at HOME (via any device, e.g. PC, mobile phone etc)? / QE6: Which of these methods does your household use to connect to the Internet at home? Source: Ofcom technology tracker, Q1 212 Base: All adults aged 16+ (n=3772) Note 1: Internet on mobile is the % of adults who use a mobile phone for any of the following activities: Instant messaging, Downloading Apps or programs, , Internet access, downloading video, video streaming, visiting social networking sites. Note 2: From,Q1 29 the Internet figure includes those who access the internet on mobile phones.

21 Figure 4.18 Use of wireless router versus broadband take-up, Wireless router take-up 1% 8% % 4% 2% Fixed broadband take-up 72 8% % 4% % Currently use wireless router* Fixed broadband penetration** % Q1 27 Q3 27 Q1 28 Q3 28 Q1 29 Q1 21 Q1 211 Q1 212 Source: Ofcom research, Quarter Base: Wireless router take-up - adults aged 16+ with a broadband connection at home (* from 29 this is based on fixed broadband connections only). Fixed broadband penetration based on all adults aged 16+ (** prior to 29 this is total broadband penetration). % 2

22 Figure 4.19 Ownership of internet-enabled devices Household penetration (%) Laptop 52 Games console 44 Desktop PC Internet enabled STB Smartphone Source: Ofcom research, Quarter Base: Adults aged 16+ n = 2258 Note: IP-enabled devices include laptop, games console, desktop PC, smartphone, portable games console, internet enabled STB (Sky+, Sky+ HD, V+ and V+ HD set top boxes), e-reader, tablet, netbook, and smart TV. *E-reader take-up stated here is household while elsewhere in the report we state figures by individual take-up. 32 Portable games console E-reader* Tablet Netbook Smart TV 21

23 22 Figure 4.2 The proportion of each social group owning internet-enabled devices Proportion of social group (%) Laptop Games Console PC Smartphone AB C1 C2 DE Portable Games Console Source: Ofcom research, Quarter Base: Adults aged 16+, AB n = 822,, C1 n= 185, C2 n=765, DE n=198 Sky+ E-reader Tablet V+ Netbook Smart TV

24 23 Figure 4.21 Internet-enabled devices, by social group Proportion of device owners (%) 1% ABC1 C2DE 8% % 4% 2% % Tablet E-reader Netbook PC Smartphone Smart TV Laptop Sky+ V+ Portable Games Console Games Console Source: Ofcom research, Quarter Base: Adults aged 16+

25 Figure 4.22 Devices used to visit internet websites in 211, by age 1% 8% 6% All aged % 88% 89% 84% 84% 85% 81% 78% 76% 72% 69% 7% 68% 67% 59% 4% 2% % ANY OF THESE 3% 29% PC or laptop at home 45% 39% 26% 7% Mobile phone 2% 18% 16% 14% 11% 12% 1% 11% 8% 9% 1% 8% 6% 6% 4% 5% 5% 3% 1% 1% 1% Games console/ player Portable media player Tablet computer IN1/ IN2- Do you or does anyone in your household have access to the internet at home through a computer, laptop or notebook? And do you personally use the internet at home?/ Do you have and use any of the items shown on this card to access the internet or to visit internet websites? (Prompted responses, single coded) Base: All adults aged 16+ (1823 aged 16+, 225 aged 16-24, 252 aged 25-34, 294 aged 35-44, 228 aged 45-54, 281 aged 55-64, 543 aged 65+). Significance testing shows any difference between any age group and all adults aged

26 Figure 4.23 Number of different internet-enabled devices per household Own at least n no. of devices Proportion of households(%) Own n no. of devices Own at least n no. of devices None One Two Three Four Five Six Seven Eight Nine Ten Proportion of households (%) n number of different devices Source: Ofcom research, Quarter Base: Adults aged 16+ n = 2258 Note: IP-enabled devices include laptop, games console, desktop PC, smartphone, portable games console, internet enabled STB (Sky+, Sky+ HD, V+ and V+ HD set top boxes), e-reader, tablet, netbook, and smart TV. 25

27 Figure 4.24 Device ownership, by number of different internet-enabled devices in household Proportion of households that own device 1% 8% 6% 4% 2% % Number of different internet-enabled devices in household Laptop Smartphone Games console Desktop PC Portable games console Internet enabled STB E-reader Tablet Netbooks Smart TV Source: Ofcom research, Quarter Base: Adults aged 16+ that own at least one IP enabled device n = 1927 (one device, n=37; two devices, n=348; three devices, n=364; four devices n=39; five devices n=263; six devices n=187, seven devices n=86) Note: IP-enabled devices include laptop, games console, desktop PC, smartphone, portable games console, IP enabled STB (Sky+, Sky+ HD, V+ and V+ HD set top boxes), e-reader, tablet, netbook, and smart TV. 26

28 Figure 4.25 Home internet access, by age, socio-economic group and gender Home internet access (%) UK AB C1 C2 DE Male Female Age Socio-economic group Gender QE2: Do you or does anyone in your household have access to the internet/ Worldwide Web at home? Source: Ofcom technology tracker, Q Base: All adults 16+ (n = 3772 UK, , , , , , , 822 AB, 185 C1, 765 C2, 198 DE, 184 male, 1968 female) 27

29 Figure 4.26 Laptop and desktop computer online audience vs. broadband takeup: YoY Growth 5 Active digital media universe (millions) Jan-4-1.7% 9.1% NA* 8.4% 1.3% 6.7% 2.8% 1.6% May-4 Sep-4 Jan-5 May-5 Sep-5 Jan-6 May-6 Sep Jan-7 May-7 Sep Jan-8 May-8 Sep Jan-9 May-9 Sep Jan-1 May-1 Sep-1 Jan-11 May-11 Sep-11 Jan Proportion of households (%) Online Audience Total Broadband Take-up Source: Nielsen UKOM, internet users aged 2+, home and work panels, applications included. Ofcom technology tracker, Q Base: Total broadband penetration - all adults aged 16+ (n=3772) Note: The online audience is an individual aged 2+ that has used an internet enabled home or non shared work computer to go 28 online at least once in the month. * Due to a change in methodology figures prior to October 26 should be treated with caution.

30 Figure 4.27 Active internet users and time online on a laptop or desktop computer: Year Average NA* (hrs) 5 Active digital media universe (millions) Jan Jan-4 May-4 Sep-4 Jan-5 May-5 Sep-5 Jan-6 May-6 Sep-6 Jan-7 May-7 Sep-7 Jan-8 May-8 Sep-8 Jan-9 May-9 Nov Sep-9 Jan-1 May-1 Sep-1 Jan Jan-11 May-11 Sep-11 Jan Time online (hours) Online Audience Online Time Per Person Source: Nielsen UKOM, internet users aged 2+, home and work panels, applications included. Ofcom technology tracker, Q Base: Total broadband penetration - all adults aged 16+ (n=3772) Note: The online audience is an individual aged 2+ that has used an internet enabled home or non shared work computer to go online at least once in the month. Online time per person is the average time spent using a web browser or internet enabled application across the online audience. * Due to a change in methodology figures prior to October 26 should be treated with caution. 29

31 3 Figure 4.28 Average time spent on the internet on a laptop or desktop, by age and gender Average monthly hours online per internet user 4 Male Female Source: UKOM/Nielsen, March 212, Home and Work Panel, applications included

32 31 Figure 4.29 Time spent online on a laptop or desktop computer, by region Time per person (hrs) Source: UKOM/Nielsen, home and work panel, applications included. Month of March 212. Regions based on ISBA regions. Internet users aged 2+

33 32 Figure 4.3 Online audience and domains visited per person on laptop and desktop computers: Active digital media universe (millions) Jan Jan-4 May-4 Sep-4 Jan-5 May-5 Sep-5 Jan-6 May-6 Sep-6 Jan-7 May-7 Sep-7 Jan-8 May-8 Sep-8 Jan-9 May-9 Sep-9 Jan-1 May-1 Nov Sep-1 Jan-11 Jan May-11 Sep-11 Jan Sessions/Domains per person Online Audience Domains Visited per Person Source: Nielsen UKOM, internet users aged 2+, home and work panels, applications included. Ofcom technology tracker, Q Note: The online audience is an individual aged 2+ that has used an internet enabled home or non shared work computer to go online at least once in the month. Due to a change in methodology figures prior to October 26 should be treated with caution.

34 Figure 4.31 Internet take up and intentions: Average monthly hours online per internet user 1% % % Don't intend to get Don't know if will get 4% 2% % Likely to get in next 12 months Internet connection at home QE2/ QE24 Do you or does anyone in your household have access to the internet / world wide web at home (via any device)?/ How likely are you to get internet access at home in the next 12 months? Base: All adults aged 16+ (5812 aged 16+ in 28, 69 aged 16+ in 29, 913 aged 16+ in 21, 3474 aged 16+ in 211, 3772 aged 16+ in 212, 483 aged 16-24, 68 aged 25-34, 713 aged 35-44, 582 aged 45-54, 596 aged 55-64, 447 aged 65-74, 341 aged 75+, 822 AB, 185 C1, 765 C2, 198 DE), 184 male, 1968 female). Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in January to February 212

35 Figure 4.32 Internet take-up and intentions, by demographic group Internet connection at home Likely to get in next 12 months Don't know if will get Don't intend to get AB C1 C2 DE Male Female QE2/ QE24 Do you or does anyone in your household have access to the internet / world wide web at home (via any device)?/ How likely are you to get internet access at home in the next 12 months? Base: All adults aged 16+ (5812 aged 16+ in 28, 69 aged 16+ in 29, 913 aged 16+ in 21, 3474 aged 16+ in 211, 3772 aged 16+ in 212, 483 aged 16-24, 68 aged 25-34, 713 aged 35-44, 582 aged 45-54, 596 aged 55-64, 447 aged 65-74, 341 aged 75+, 822 AB, 185 C1, 765 C2, 198 DE), 184 male, 1968 female). Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in January to February

36 Figure 4.33 Stated reasons for not intending to get home internet access in the next 12 months: 25, 27, 29, 21 and 211 Main Reason % 16% 7% 4% 4% 1% Interest (e.g. Not interested in the internet, wouldn t use it) Cost (e.g. I can t afford a computer, it s too expensive) Ownership/ availability (e.g. I don t have a computer) Knowledge (e.g. Don t know how to use a computer) Concerns (e.g. Worried about security/ ID theft) Access elsewhere (e.g. Can use the internet at work/ elsewhere) NA NA IN17/ IN18 Can you tell me what your reasons are for not getting internet access at home? (Unprompted responses, multi-coded)/ And what is your main reason for not getting internet access at home? (Unprompted responses, single coded) Base: All adults aged 16+ who do not intend to get internet access at home (93 in 25, 743 in 27, 41 in 29, 478 in 21, 328 in 211). Significance testing shows any change between 21 and 211. Percentages may add to more than 1% as respondents can nominate more than one reason. Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in September to October

37 Figure 4.34 Interest in internet functions among non-users: Use to contact friends and relatives Transfer photos from a digital camera or mobile phone to a computer Buy things over the internet Find out about local services such as cinemas and restaurants Find out information from your local government or local council such as health services, recycling, local libraries Complete government processes online (e.g. register for tax credits, renew driving licence, car tax or passport, complete tax return) Look at information on hobbies or interests Watch online or download TV programmes or films (e.g. BBC iplayer, 4OD, ITV player, Sky Interested Not interested Don't know Player etc) IN1A-M I m going to read out some different types of tasks associated with the internet, PCs or laptops, and for each one please say which of the options on the card applies to you. (Prompted responses, single coded) Base: Adults aged 16+ who do not use the internet at home or elsewhere (542 in 29, 628 in 21, 454 in 211) significance testing shows any change between 21 and 211 Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in September to October

38 4.3 Web-based content

39 Figure 4.35 Claimed use of the internet for selected activities Increase Since Q1 211 (%-age points) Any Sending and receiving General surfing/browsing Purchasing goods/services Banking Using social networking sites Finding/ downloading info for personal use TV/ Video viewing Finding/ downloading info for work Watching video clips/ webcasts Using local council/ Government websites Playing games Downloading music/films/video clips Find health information Finding/ downloading info for college Instant messaging Realtime gambling/auctions Listening to radio Uploading/ adding content to internet Streamed audio services Used in the past week Use less often % 2% 4% 6% 8% 1% +/- +/ / QE5. Which, if any, of these do you or members of your household use the internet for whilst at home? Source: Ofcom research, Quarter Base: Adults aged 16+ with a broadband connection at home (n= 2726 UK) 38

40 39 Figure 4.36 Time spent on selected activities on desktop and laptop computers Total time (millions of hrs) 21 Total time (millions of hrs) Time per user (hrs) Time per user (hrs) Member Communities 72.7 Online Games Videos/ Films Classifieds/ Auctions Instant Messaging General Interest Portals & Communities Search Mass Merchan -diser Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, applications included, month of March

41 Figure 4.37 Leading sites in selected categories, by unique audience Unique audience (m) Google Search Yahoo! Search Bing Web Facebook Twitter LinkedIn YouTube itunes BBC iplayer Amazon ebay Tesco Wikipedia BBC News MailOnline Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, applications included, month of March 212 4

42 41 Figure 4.38 Relative popularity of the top ten websites on desktop and laptop computers, by age group Rank YouTube YouTube Microsoft ebay Amazon Amazon 2 Google MSN/Windows Live/Bing MSN/Windows Live/Bing BBC BBC Microsoft 3 Facebook Facebook Yahoo! Amazon Yahoo! BBC 4 BBC Wikipedia Facebook Wikipedia Microsoft Wikipedia 5 MSN/Windows Live/Bing Yahoo! YouTube Yahoo! ebay Yahoo! 6 Wikipedia Microsoft ebay MSN/Windows Live/Bing Google ebay 7 Yahoo! Google Google Google Wikipedia Google 8 ebay ebay Amazon Facebook Facebook Facebook 9 Microsoft BBC Wikipedia YouTube MSN/Windows Live/Bing YouTube 1 Amazon Amazon BBC Microsoft YouTube MSN/Windows Live/Bing Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, applications included, month of March 212

43 42 Figure 4.39 Most popular applications on desktop and laptop computers, by active reach Active reach (%) % % Active reach (%) Time per user (hrs) Time per user (hrs) % 18.8% % % 5.1% 4.8% 4.8% 4.7% 4.4% 4.4% 4.% 3.8% 2.8%.5. Windows Media Player Windows Live Messenger itunes Skype Windows Live Photo Gallery Apple Quick Time Microsoft Office Help Viewer utorrent Real Player VLC Media Player Spotify Google Earth Steam Picasa Yahoo! Messenger Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, month of March 212

44 43 Figure 4.4 Most popular search, and reference services offered by Google, Microsoft and Yahoo! Unique audience (m) Unique audience Page views per visitor 35 Page views per visitor Google Search Google Maps Windows Live Hotmail Google Image Search Google Account Yahoo! Answers Yahoo! Mail MSN Homepage Google Gmail Yahoo! Homepage Yahoo! Search Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, applications included, month of March 212 Bing Web

45 44 Figure 4.41 Unique audiences of selected search engines on desktop and laptop computers: March 211 to March 212 Unique Audience (m) Total Search Google Search Google Image Search Yahoo! Search Bing Web Mar-11 May-11 Jul-11 Sep-11 Nov-11 Jan-12 Mar-12 Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, March 211 to March 212

46 45 Figure 4.42 Web browsers shares of total page views on desktop and laptop computers.9%.8% 11.6% Windows Internet Explorer Google Chrome 19.8% 38.9% Mozilla Firefox Apple Safari Opera 28.% Other Source: StatCounter, month of March 212

47 46 Figure 4.43 Web browsers shares of total page views on mobile devices.8% 3.% 3.4% Apple Safari 2.7% 42.4% BlackBerry Android Opera 29.7% Windows Internet Explorer Mobile Other Source: StatCounter, month of March 212

48 47 Figure 4.44 Proportion of adults who access social networking sites on the internet at home: Q1 29 to Q % Q1 29 Q1 21 Q1 211 Q % 4% % % UK AB C1 C2 DE Male Female QE12: Which, if any, of these do you or members of your household use the internet for while at home? Source: Ofcom technology tracker, Q1 212 Base: All adults aged 16+ (n = 5812 Q1 28, 1581 Q3 28, 69 Q1 29, 913 Q1 21, 3474 Q1 211, 3772 Q1 212)

49 Figure 4.45 Unique audiences of selected social networking sites on desktop and laptop computers: March 211 to March 212 Unique audience (m) Mar-11 May-11 Jul-11 Sep-11 Nov-11 Jan-12 Mar-12 Facebook Twitter LinkedIn Myspace Friends Reunited Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, March 211 to March

50 49 Figure 4.46 Time spent, per visitor per month, on selected social networking sites, on desktop and laptop computers: March 211 to March 212 Time per visitor (hrs) Mar-11 May-11 Jul-11 Sep-11 Nov-11 Jan-12 Mar-12 Facebook Twitter LinkedIn Myspace Friends Reunited Google+ Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, March 211 to March 212

51 5 Figure 4.47 Overlapping and unduplicated audiences of selected social networking sites on desktop and laptop computers Proportion of unique audience (%) 1% 25.7m 5.8m 3.4m 2.3m.5m 8% 6% 4% On Facebook Off Facebook 2% %.4m.6m.2m.1m Facebook Twitter LinkedIn Google+ Friends Reunited Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, month of March 212

52 51 Figure 4.48 Selected sites ranked by proportion of referred traffic generated through referrals from Facebook Proportion of referrals from Facebook (%) 25% 23.7% 2% 15% 1% 5% 11.2% 6.7% 3.8% 3.6% 3.3% % YouTube BBC ebay Twitter Wikipedia Amazon Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, month of March 212

53 52 Figure 4.49 Unique audiences of selected video-sharing sites on desktop and laptop computers: March 211 to March 212 Unique audience (m) Mar-11 May-11 Jul-11 Sep-11 Nov-11 Jan-12 Mar-12 Total Videos / Movies YouTube Google Video MSN Video Dailymotion Bing Videos Metacafe Vimeo Yahoo! Video Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, March 211 to March 212

54 53 Figure 4.5 Time spent, per visitor per month, on selected video-sharing sites, on desktop and laptop computers: March 211 to March 212 Time per visitor (hrs) Mar-11 May-11 Jul-11 Sep-11 Nov-11 Jan-12 Mar-12 Total Videos / Movies YouTube Dailymotion Bing Videos Metacafe MSN Video Yahoo! Video Google Video Vimeo Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, March 211 to March 212

55 54 Figure 4.51 Top platforms for video content, by number of videos watched Number of videos watched (m) 1 3, YouTube VEVO Perform Sports BBC Sites Facebook Viacom Digital Microsoft Sites Yahoo! Sites Amazon Sites Vimeo Source: ComScore Video Metrix, month of January 212

56 55 Figure 4.52 Total time spent watching videos online, split by gender and age Gender Age 24.3% Male Female 16.% 14.7% 25.% % 26.% Source: ComScore Video Metrix, month of January 212

57 56 Figure 4.53 UK retail sales, split by e-commerce and high street: February 21, February 211 and February 212 Retail sales ( billions) 3 High Street E-Commerce 2 1.8bn 2.bn 2.6bn bn 21.9bn 22.bn February 21 February 211 February 212 Source: Office of National Statistics, Retail Sales Statistical Bulletin, February 21, February 211 and February 212

58 57 Figure 4.54 Unique audiences of leading shopping sites on desktop and laptop computers: March 21 to March 212 Unique audience (m) Mar-1 Jul-1 Nov-1 Mar-11 Jul-11 Nov-11 Mar-12 Amazon ebay Tesco Argos ASDA Marks & Spencer Groupon Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, applications included, March 211 to March 212

59 58 Figure 4.55 Most popular coupons and rewards sites on desktop and laptop computers, by active reach: March 211 and March 212 Active reach (%) Mar-11 Mar Groupon Nectar Voucher Codes.co.uk HotUK Deals Living Social KGB Deals Tesco Clubcard TopCash Back Quidco Web loyalty.com Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, applications included, month of March 212

60 59 Figure 4.56 Most popular news sites on desktop and laptop computers in the UK Unique audience (m) BBC News MailOnline Guardian Online Telegraph Online Yahoo! News Websites The Sun Newsquest Media Group Huffington Post The Independent MSN News Network Sky News Google News Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, applications included, month of March 212

61 6 Figure 4.57 Number of stories from selected news sites shared on Facebook and Twitter Links to stories (s) 1,4 1,227 1, , BBC News Guardian Online MailOnline Facebook Telegraph Online Twitter Independent Sky News Financial Times Source: Rippla, month of March 212

62 61 Figure 4.58 Year-on-year changes in headline circulation of print versions and unique audiences of online versions of selected newspapers: March 211 and March change (%) +18.2% Print Online % +6.7% +3.8% -4.3% -8.% -7.2% %.% -11.7% -12.5% -16.3% % -53.3% Mail Guardian Telegraph Sun Independent Times Financial Times Source (1): Audit Bureau of Circulations, March 211 and March 212 Source (2): UKOM/Nielsen home and work panel, desktop and laptop computers only, March 211 to March 212

63 62 Figure 4.59 Overlapping audiences of selected news sites on desktop and laptop computers BBC News 1.1m Mail 6.5m Guardian 5.1m Telegraph 4.8m Sun 2.7m Independent 2.1m Times.7m Overlap with BBC News 56.5% 63.% 6.9% 55.3% 64.2% 63.7% Overlap with Mail 36.3% 47.7% 52.3% 54.6% 53.9% 53.6% Overlap with Guardian 32.1% 37.7% 48.5% 39.1% 58.7% 55.6% Overlap with Telegraph 28.7% 38.4% 45.% 37.8% 52.6% 54.7% Overlap with Sun 14.9% 22.9% 2.7% 21.6% 24.5% 29.2% Overlap with Independent 13.3% 17.4% 23.9% 23.1% 18.8% 34.2% Overlap with Times 4.6% 6.% 7.8% 8.3% 7.8% 11.8% -15% 16-3% 31-45% 46-6% 6-75% Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, month of March 212