The UK Online Audience. Julie Forey IAB Research Breakfast May 2018
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1 The UK Online Audience Julie Forey IAB Research Breakfast May 2018
2 UKOM Insights: Snapshots
3 UKOM Insights: Netflix Wins for Time in Mobile Apps
4 Total Minutes (MM) Audience & Time Spent: TV Apps on Mobile Devices March ,000 1,800 1,600 1,400 1,200 1, Size of Circle = Average Minutes/User 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 Total Unique Visitors Adults (000s) Source: comscore Mobile Metrix, Adults 18+, March
5 Audience & Time Spent: TV Apps on Mobile Devices March 2018 Total Minutes (MM) Average Minutes /Visitor Unique Visitors 18+ (000) Netflix. 1, ,841 BBC iplayer 1, ,470 Sky Go ,435 ITV Hub ,487 All ,601 Source: comscore Mobile Metrix, Adults 18+, March
6 Visitor Age Profile of TV Apps in March 2018 Unique Visitor Age Profile of TV Apps 23% 29% 32% 31% 20% 20%. 18% 20% 20% 17% 22% 20% 22% 19% 15% 14% 8% 14% 18% 17% 11% 17% 16% 19% 21% 14% 27% 27% 28% 20% Source: comscore Mobile Metrix, Adults 18+, March
7 UKOM Insights: Is Facebook for Old People?
8 Facebook has >90% reach across all age groups % Reach by Age Facebook Snapchat Instagram Source: comscore MMX Multi-Platform, UK, based on adults 18+, January 2018 MMX Multi-Platform includes Desktop browsing, Desktop video streams, smartphone browsing & apps tablet browsing & apps. 8
9 18-24s Spend longer on Snapchat 1, Ave Mins Per Visitor Facebook Snapchat Instagram Source: comscore MMX Multi-Platform, UK, based on adults 18+, January 2018 MMX Multi-Platform includes Desktop browsing, Desktop video streams, smartphone browsing & apps tablet browsing & apps. 9
10 Facebook & Snapchat: Total Minutes by Age (%) Facebook 22% 12% Snapchat 4% 4% 1% Instagram 3% 7% 25% 17% 14% 45% 21% 74% 31% 20% Source: comscore MMX Multi-Platform, UK, based on adults 18+, January 2018 MMX Multi-Platform includes Desktop browsing, Desktop video streams, smartphone browsing & apps tablet browsing & apps. 10
11 Facebook audience static despite headlines 45,000 40,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 Facebook Audience & Minutes: Jan-Mar ,474 39,387 39,668 27,241 26,226 27,238 Total Unique Visitors/Viewers (000) Total Minutes (MM) Jan-2018 Feb-2018 Mar-2018 Source: comscore MMX Multi-Platform, UK, based on adults 18+, January 2018 MMX Multi-Platform includes Desktop browsing, Desktop video streams, smartphone browsing & apps tablet browsing & apps. 11
12 UKOM Insights: Restaurant & Fast Food Apps
13 Restaurant & Food Delivery Smartphone Apps: March 2018 Food Delivery & Restaurant Smartphone Apps: Unique Visitors (000s) Just-Eat Group Domino's Pizza SUBCARD KFC Colonel's Club UberEATS: Wetherspoon Deliveroo Burger King Hungryhouse Toby Carvery McDonald's Nando's Greggs Pizza Hut ,674 A combined audience of 6.2 million Source: comscore Mobile Metrix, Adults 18+, March
14 Convenience Food v Other Smartphone App Usage Convenience Food 6.2m Online Dating 3.2m Online Gambling 2.8m Source: comscore Mobile Metrix, Adults 18+, March
15 UKOM Insights: Quarterly Digital Market Overview
16 The UK population now spends more time online on smartphones than any other device
17 Share of Minutes by Platform Smartphones now account for 62% of all adult online minutes All Tablets 13% Share of Total Minutes 18+ Tablets Web 3% Tablet App 10% Smartphones Web 9% Desktop 25% Desktop 25% All Smartphones 62% Smartphone App 53% Source: comscore MMX Multi-Platform, March 2018, 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 17
18 Platform share varies by content category and publisher
19 Platform Share of Time Online by category Platform time is influenced heavily by content and service Desktop total 25% Smartphone total 62% Tablet total 13% Education 86% Instant Messengers 98% TV 39% Auctions 74% Job Search 94% Radio 36% Car Rental 73% Gay/Lesbian 93% General News 31% Government 67% Photos 91% Coupons 28% Family & Youth 67% Books 87% Incentives 27% Airlines 65% Social Media 84% Online Gaming 20% Business to Business 64% Entertainment - Music 84% Real Estate 18% Entertainment - Movies 64% Personals 84% Lotto/Sweepstakes 16% News/Research 63% Maps 83% Travel - Information 16% Autos Manufacturer 63% Retail - Music 83% Family & Youth 16% Source: comscore MMX Multi-Platform, March 2018, UK, Adults 18+ MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & app 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 Google Sites Facebook Spotify BBC Sites Snapchat, Inc Oath Microsoft Sites Netflix Inc. Sky Sites ebay Share Of Minutes 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Smartphones Tablets Desktop 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 is on the desktop Source: comscore MMX Multi-Platform, March 2018, UK Adults 18+ MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps 20
21 UKOM Website:
22 Contact Us Find out more at: us at:
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