The UK Online Audience. Julie Forey IAB Research Breakfast July 2018

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1 The UK Online Audience Julie Forey IAB Research Breakfast July 2018

2 UKOM Insights: The Ozone Project

3 The 3 News brands have a combined audience of 39.7m Total Unique Visitors 18+ (000) % Reach 18 + Digital Population Unduplicated Audience: The Ozone Project 39, News UK Sites 32, Telegraph Media Group 23, The Guardian 23, Source: comscore MMX Multi-Platform, UK, based on adults 18+, May 2018 MMX Multi-Platform includes Desktop browsing, Desktop video streams, smartphone browsing & app tablet browsing & apps. 3

4 The Ozone Project would be no.3 for audience size Total Unique Visitors 18+ (millions) Google Sites Facebook Sites The Ozone Project BBC Sites Amazon Sites Oath & Microsoft Partnership Source: comscore MMX Multi-Platform, UK, based on adults 18+, May 2018 MMX Multi-Platform includes Desktop browsing, Desktop video streams, smartphone browsing & apps tablet browsing & apps. 4

5 Very little difference in Audience Reach across all Ages 14,000 Unique Visitors by Age & Brand (000s) 12,000 10,000 8,000 6,000 4,000 2, [P] Facebook [P] Google Sites [E] OATH (and Microsoft Partnership) The Ozone Project Source: comscore MMX Multi-Platform, UK, based on adults 18+, May 2018 MMX Multi-Platform includes Desktop browsing, Desktop video streams, smartphone browsing & apps tablet browsing & apps. 5

6 However, big differences in Average Minutes per visitor 2,500 Average Minutes Per Visitor 2,000 1,500 1, [P] Facebook [P] Google Sites Oath & Microsoft Partnership The Ozone Project Source: comscore MMX Multi-Platform, UK, based on adults 18+, May 2018 MMX Multi-Platform includes Desktop browsing, Desktop video streams, smartphone browsing & apps tablet browsing & apps. 6

7 UKOM Insights: Online Gambling

8 Top Performing Categories based on Visitor Growth June 18 v Mar 18 The World Cup drove up visitors to Online Gambling Websites in June Category Growth Jun 18 v Mar 18 Unique Visitor Increase: Jun 18 v Mar 18 (000s) Unique Visitor % Increase: Jun 18 v Mar 18 Online Gambling 2,742 Car Rental 21 Banking 1,875 Online Gambling 16 Newspapers 1,756 Sports/Outdoor 14 Apparel 1,651 Comparison Shopping 11 Radio 1,610 Radio 11 General News 1,598 Tickets 8 Maps 1,566 Airlines 8 Photos 1,515 Retail - Music 7 Travel - Information 1,485 Apparel 6 Portals 1,466 Auctions 6 Source: comscore MMX Multi-Platform, June 2018, UK, 18+ MMX Multi-Platform includes Desktop browsing, Desktop video streams, smartphone browsing & apps (on-network only for untagged apps), tablet browsing & apps for tagged sites & apps. 8

9 Reach & Engagement of Online Gambling Sites by Age and Gender Reach is highest among Males but males spend most time Gambling Online Reach %: June 2018 Gambling Online: Ave Mins/Visitor Jun Males Females Males Females Source: comscore MMX Multi-Platform, June 2018, UK, 18 + MMX Multi-Platform includes Desktop browsing, Desktop video streams, smartphone browsing & apps tablet browsing & apps 9

10 UKOM Insights: A Game of Snap

11 Top* 20 Mobile Apps by Average Time Spent Per Visitor Gaming Apps have lower reach but high engagement Mins Rank Total Unique Visitors (000) Average Minutes per Visitor Total Unique Visitors (000) Average Minutes per Visitor UV Rank Applications Mins Rank UV Rank Applications 1 13 Spotify 12,405 1, Homescapes Musical.ly Candy Crush Soda Saga 1, YouTube 28, Toon Blast Facebook 27, Facebook Messenger 21, Gardenscapes - New Acres Antivirus Free 1, Words with Friends 2 1, Netflix 6, Pokémon GO 1, Candy Crush Saga 1, MailOnline 1, Twitch 1, POF Free Online Dating Site 1, LifePoints SoundCloud 2, Solitaire by Mobilityware Source: comscore MMX Multi-Platform, UK, based on adults 18+, May 2018 MMX Multi-Platform includes Desktop browsing, Desktop video streams, smartphone browsing & apps tablet browsing & apps. 11

12 Snapchat s mobile app has high reach Reach by Age by Mobile App (%) Snapchat YouTube Facebook Instagram Source: comscore MMX Multi-Platform, UK, based on adults 18+, May 2018 MMX Multi-Platform includes Desktop browsing, Desktop video streams, smartphone browsing & apps tablet browsing & apps. 12

13 But unlike Facebook, engagement is primarily among 18-24s ,332 Average Mins by Age by Mobile App Snapchat YouTube Facebook Instagram Source: comscore MMX Multi-Platform, UK, based on adults 18+, May 2018 MMX Multi-Platform includes Desktop browsing, Desktop video streams, smartphone browsing & apps tablet browsing & apps. 13

14 Online Gaming reach by Age Group Reach is higher among 18-24s but older audiences spend more time Ave Mins per visitor Reach and Average Mins for Mobile Gaming Apps by Age Reach % 1, , Total Audience Average Minutes per Visitor % Reach Source: comscore MMX Multi-Platform, UK, based on adults 18+, May 2018 MMX Multi-Platform includes Desktop browsing, Desktop video streams, smartphone browsing & apps tablet browsing & apps. 14

15 Top 20 Mobile Apps by Unique Visitors: Online Games Gaming Apps have lower reach but high engagement 1,766 Top 20 Mobile Apps by Unique Visitors (000s): Online Games Category 1,113 1,108 1,102 1,038 1, Source: comscore MMX Multi-Platform, UK, based on adults 18+, May 2018 MMX Multi-Platform includes Desktop browsing, Desktop video streams, smartphone browsing & apps tablet browsing & apps. 15

16 UKOM Insights: YouTube s Challenge to Spotify

17 Audience & Average Time Spent: Spotify and YouTube Reach and Viewing varies by Mobile Platform & OS Audience & Ave. Time Spent on Spotify & YouTube* Audience (millions) Ave. hrs/visitor Audience (millions) Ave. hrs/visitor Total Mobile iphone Android Phone ipad Android Tablet Source: Sportify Data: comscore MMX Multi-Platform, *YouTube Data: comscore VMX Video Metrix Multi-Platform video stream data. - May 2018, UK, MMX Multi-Platform includes Desktop browsing, Desktop video streams, smartphone browsing & apps tablet browsing & apps 17

18 The Official Singles Chart will continue to be the only official and most comprehensive countdown in the UK market, reflecting sales of downloads, CD and vinyl, as well as streams of audio or video tracks, whether on premium subscription or adfunded services.

19 In the 24 hours after the Sweden match it was streamed 701,000 times

20

21 The song had an "impressive 80,000 combined sales this week, made up of 43,000 sales, 6.8m audio streams and 5.2m video streams"

22

23 UKOM Website:

24 Contact Us Find out more at: us at:

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