UK Digital Market Overview - Sept If you have any questions, please contact:

Size: px

Start display at page:

Download "UK Digital Market Overview - Sept If you have any questions, please contact:"

Wendy Neal
5 years ago
Views:

1 UK Digital Market Overview - Sept 2017 If you have any questions, please contact: insights@ukom.uk.net

2 A Guide to Data Sources Total Digital Population = Unduplicated audience across MMX, Mobile Metrix and Video Metrix BROWSING MMX MOBILE METRIX* VIDEO VIDEO METRIX** comscore MMX Multi-Platform *Please note that we use the term mobile to refer to smartphone and tablet usage combined **Video not yet included for mobile and tablet 2

3 September 2017 Methodology Update

4 New developments in UK online audience measurement and changes in online universes 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.

5 Usage by Platform

6 Breakdown of Digital Unique Visitors by Platform Total Unique Visitors (000s) 20,188 31,236 37,181 31,511 42, ,915 5, Tablets Smartphones Mobile Desktop Total Digital Population 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 6

7 Share of Minutes by Platform Smartphones now account for 59% of all adult online minutes Share of Total Minutes 18+ Desktop, 28% All Tablets, 12% Mobile, 72% Smartphones, 59% 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 *Desktop refers to Desktop, laptop and notebook. Total mobile refers to smartphone and tablet usage combined 7

8 Platform Unique Visitors by Age More 55+ use a tablet to access the internet than a smartphone Audience by Platform by Age - Unique Visitors (000s) 9,258 7,503 4,988 4,144 3,633 6,119 6,451 3,929 5,689 6,079 6,300 6,215 4,289 6,437 1, Smartphones Tablets Desktop 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 8

9 Platform Share of Minutes by Demographic Millennials & females spend greatest share of time on mobile devices Share of Minutes 61% 63% 59% 71% 7% 13% 11% 10% 33% 26% 28% 19% Smartphone share decreases with increasing age but 55+ have the greatest tablet share % 20% 34% Males: 18+ Females: % 64% 12% 13% 33% 23% Females 18+ spend 77% of their time online on mobile devices compared to only 67% for males. Smartphones Tablets Desktop 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 9

10 Average Minutes per Visit by Platform Mobile visits are shorter Average minutes per visit by platform 5.6 Total Digital Population Desktop Mobile 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 10

11 Multi-Platform Usage

12 Multi-Platform Usage 2/3 of online adults use both a Mobile device and a PC to go online 63% 12% 25% 12% Desktop only UV 25% Mobile only UV 10.5 m adults are now mobile only 63% Multi-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 12

13 Multi-Platform usage by age and gender 55+ are least likely to be Multi-Platform Unique Viewers by Platform by Age & Gender % 26% 68% 5% 28% 67% 7% 26% 66% 28% of 25-34ss do not use a desktop/pc to access the internet % 23% 22% 23% 69% 54% A quarter (23%) of over 55s ONLY use the desktop/laptop Males: % 21% 66% Females: % 29% 61% Desktop-Only UV Mobile-Only UV Multi-Platform (Desktop and Mobile) 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 13

14 Multi-Platform Usage by social grade Lowest social grades least likely to be multi-platform Unique Viewers by Platform by Age & Gender A - Upper Middle Class B - Middle Class 28% 8% 64% 30% 14% 56% 28% of social grade A only use a desktop PC to access the internet C1 - Lower Middle Class 23% 20% 57% C2 - Skilled Working Class D - Working Class 16% 15% 26% 28% 58% 57% 51% of social grade E ONLY use a mobile device to go online E - Those at Lowest Level of Subsistence 16% 51% 34% Desktop-Only UV Mobile-Only UV Multi-Platform (Desktop and Mobile) 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 14

Mobile Only Audience Unique Visitors by Age The mobile only audience is split across all age ranges Tablets drive up 55+ share of the Mobile Online Audience 55+ 27% 18-24 14% 45-54 17% Mobile ONLY

15 Mobile Only Audience Unique Visitors by Age The mobile only audience is split across all age ranges Tablets drive up 55+ share of the Mobile Online Audience % % % Mobile ONLY % % 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 15

16 Top Properties: Total Digital Population

Top 20 Properties by Unique Visitors - Total Digital Population Google reaches 97% of the UK Online population Google Sites Facebook Microsoft Sites BBC Sites Amazon Sites ebay Yahoo Sites Trinity

17 Top 20 Properties by Unique Visitors - Total Digital Population Google reaches 97% of the UK Online population 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 32,404 31,262 31,047 29,903 29,247 29,112 26,317 25,979 23,860 23,464 23,131 22,620 22,030 21,844 20,716 41,380 40,560 40,326 38,211 46,309 The top 4 properties all have online reach over 80% 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 2 nd only to Google Source: comscore MMX Multi-Platform, Sep 2017, Desktop age 6+, Mobile age 18+ MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps 17

18 Audience Breakdown of Top 3 Sites YouTube alone reaches more than all Facebook properties combined Google Sites Youtube Google Search Google Maps Google Gmail Android Blogger Google+ Google Shopping 6,058 4,566 Total Unique Visitors (000s) 9,575 17,764 23,471 27,748 39,246 46,309 44,274 Facebook Sites Facebook Instagram Messenger WhatsApp 24,664 21,889 20,493 41,380 40,749 Microsoft Sites MSN Bing MSN Content Sites Outlook (Outlook.com) Microsoft Office Skype 6,208 14,637 12,296 21,748 19,989 36,262 40,560 Source: comscore MMX Multi-Platform, Sep 2017, Desktop age 6+, Mobile age 18+ MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps 18

19 Top 20 Properties by Time Spent* Total Digital Population Entertainment (games/music/tv) & social media sites drive minutes 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 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 Total Mins (MM) Total Market = 236,936 39,257 52,588 Properties in yellow rank in Top 20 by minutes but not by Unique Visitors. Source: comscore MMX Multi-Platform, Sep 2017, Desktop age 6+, Mobile age 18+ MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps 19

20 Share of Adults Time Online by Platform for Top 10 Time Spent Properties Mobile devices account for over 90% of time spent on Spotify & Snapchat Share Of Minutes 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Google Sites Facebook BBC Sites Spotify Snapchat, Inc Yahoo Sites Microsoft ebay Snapchat & Spotify have the greatest share of time on mobile devices BBC & Sky have highest Tablet share out of top 10 Majority of time spent online for Microsoft & Yahoo is on the desktop Netflix Inc. Sky Sites Smartphones Tablets Desktop 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 20

21 Mobile usage

22 Mobile Reach by Platform & Access 81% of the UK online adult population use mobile apps Total Mobile Reach Mobile App Reach Reach of Online UK Population Sep % 88% Smartphone Reach Smartphone App Reach 74% 74% Tablet Reach Tablet App Reach 42% 48% 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 22

23 Share of Minutes by Platform & Mobile Access Mobile Apps account for 59% of all Minutes Desktop 28% Share of Total Minutes Smartphone Web 10% Tablet Web 3% Tablet App 9% Smartphone App 50% Apps account for 82% of TOTAL MOBILE minutes 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 *Desktop refers to Desktop, laptop and notebook. Total mobile refers to smartphone and tablet usage combined 23

Number of Mobile Apps Measured by Audience Size Only 74 mobile apps have an audience of over 2 million Only 20 apps reach more than 20% of app users +

24 Number of Mobile Apps Measured by Audience Size Only 74 mobile apps have an audience of over 2 million Only 20 apps reach more than 20% of app users + Source: comscore Mobile Metrix, Sept 2017, UK, Age 18+ Please note that mobile includes smartphone and tablet usage combined UKOM: Development Endorsement 24

25 Top Properties: Mobile Population

26 Top 20 Mobile Properties ranked by Unique Visitors 37m adults accessed mobile content in Sep 2017 (via browser and app) 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 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 Source: comscore Mobile Metrix, Sep 2017, UK, Age 18+ Please note that mobile includes smartphone and tablet usage combined UKOM: Development Endorsement 26

27 Top 20 Mobile Properties ranked by minutes Entertainment & Games sites more likely to feature in time online top 20 Minutes (MM) Total Mobile = 186,230 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 5,630 5,049 5,010 2,843 2,277 2,072 1,956 1,772 1,613 1,563 1,381 1,308 1,289 1,276 1,250 1, ,440 32,512 Properties in yellow rank in top 20 by mobile minutes but not in the top 20 for mobile visitors Source: comscore Mobile Metrix, Sep 2017, UK, Age 18+ Please note that mobile includes smartphone and tablet usage combined UKOM: Development Endorsement 27

28 Top 20 Mobile Apps (Tablet & Smartphone) ranked by Unique Visitors Global Brands dominate top 20 Apps 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 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 24,391 28,585 28,499 Source: comscore Mobile Metrix, Sep 2017, UK, Age 18+ Please note that mobile includes smartphone and tablet usage combined UKOM: Development Endorsement 28

29 Top 20 Mobile (Tablet & Smartphone) Apps ranked by Minutes Spotify & Twitter are in the top 10 for minutes spent on apps Total Mins (MM) Total Market = 136,944 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 1,984 1,809 1,519 1,495 1,373 1,285 1,272 1,185 1, ,042 5,008 4,308 3,939 3,760 6,646 13,582 18,152 Apps in yellow rank in top 20 by mobile app minutes but not in the top 20 for mobile app visitors Source: comscore Mobile Metrix, Sep 2017, UK, Age 18+ Please note that mobile includes smartphone and tablet usage combined UKOM: Development Endorsement 29

30 Top 10 Mobile Apps by Unique Visitors split by Platform 9 of the top 10 apps are owned by Google or Facebook Total Mobile Top 10 Smartphone Top 10 Tablet Top 10 (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 Source: comscore Mobile Metrix, Sep 2017, UK, Age 18+ Please note that mobile includes smartphone and tablet usage combined UKOM: Development Endorsement 30

31 Top 10 Mobile Apps by Minutes by Mobile Platform British TV apps enter top 10 for tablet minutes Total Mobile Top 10 Smartphone Top 10 Tablet Top 10 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 Source: comscore Mobile Metrix, Sep 2017, UK, Age 18+ Please note that mobile includes smartphone and tablet usage combined UKOM: Development Endorsement 31

32 Categories

33 Major Categories Online Unique Visitors v Minutes Entertainment, Social Media, IM & Games have high engagement 60,000 50,000 UVs & Mins by Category Total Unique Visitors/Viewers (000) Total Minutes (MM) 40,000 30,000 20,000 10,000 0 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 33

34 Category Reach by Platform Reach is higher on smartphones for nearly all activities Category reach among platform users 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 34

35 Platform Share of Time Online by category Platform time is influenced heavily by content and service Desktop total 28% Smartphone total 59% Tablet total 12% 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% 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 35

36 Share of Mobile Minutes by Access Type by Category Mobile App share of minutes varies by content & service 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Mobile App V Mobile Web Share of Mobile Minutes Mobile App Mobile Web + Source: comscore Mobile Metrix, Sept 2017, UK, Age 18+ Please note that mobile includes smartphone and tablet usage combined UKOM: Development Endorsement 36

37 Questions? Find out more at: us at:

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: 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: 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: 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: 38

39 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. Stay connected comscore-inc A preferred source of digital audience measurement, comscore offers a variety of ondemand 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!.

40 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. Find out more at: 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.

UK Digital Market Overview June If you have any questions, please contact:

UK Digital Market Overview June 2018 If you have any questions, please contact: insights@ukom.uk.net A Guide to Data Sources Total Digital Population = Unduplicated audience across MMX, Mobile Metrix and