The UK Online Audience Julie Forey IAB Research Breakfast July 2018
UKOM Insights: The Ozone Project
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 39,708 93.6 News UK Sites 32,227 76.0 Telegraph Media Group 23,478 55.4 The Guardian 23,303 54.9 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
The Ozone Project would be no.3 for audience size 43.0 42.0 41.0 40.0 39.0 38.0 37.0 42.0 Total Unique Visitors 18+ (millions) 40.7 39.7 39.7 38.1 38.1 36.0 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
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 2,000 0 18-24 25-34 35-44 45-54 55+ [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
However, big differences in Average Minutes per visitor 2,500 Average Minutes Per Visitor 2,000 1,500 1,000 500 0 18-24 25-34 35-44 45-54 55+ [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
UKOM Insights: Online Gambling
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
Reach & Engagement of Online Gambling Sites by Age and Gender Reach is highest among 25-34 Males but 45-54 males spend most time Gambling Online Reach %: June 2018 Gambling Online: Ave Mins/Visitor Jun 2018 69 140 62 63 56 55 109 110 47 99 94 97 42 39 41 86 36 38 75 80 65 21 41 26 18+ 18-24 25-34 35-44 45-54 55+ 18+ 18-24 25-34 35-44 45-54 55+ 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
UKOM Insights: A Game of Snap
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 1,113.2 11 155 Homescapes 948 451.1 2 169 Musical.ly 862 599.1 12 145 Candy Crush Soda Saga 1,038 401.9 3 1 YouTube 28,749 580.7 13 168 Toon Blast 871 335.1 4 2 Facebook 27,174 564.9 14 5 Facebook Messenger 21,970 329.9 5 157 Gardenscapes - New Acres 933 549.7 15 119 Antivirus Free 1,298 320.2 6 137 Words with Friends 2 1,102 549.1 16 23 Netflix 6,345 319.2 7 136 Pokémon GO 1,108 485.5 17 87 Candy Crush Saga 1,766 312.0 8 139 MailOnline 1,073 481.1 18 146 Twitch 1,034 308.7 9 129 POF Free Online Dating Site 1,196 475.9 19 195 LifePoints 766 279.0 10 56 SoundCloud 2,687 463.5 20 151 Solitaire by Mobilityware 996 269.9 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
Snapchat s mobile app has high reach 100 90 80 70 60 50 40 30 20 10 0 Reach by Age by Mobile App (%) 87 90 87 81 82 78 78 81 79 69 72 68 69 61 54 56 53 47 40 Snapchat YouTube Facebook Instagram 18-24 25-34 35-44 45-54 55+ 30 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
But unlike Facebook, engagement is primarily among 18-24s 1400 1,332 Average Mins by Age by Mobile App 1200 1000 948 800 600 400 200 0 633 629 621 559 544 465 382 414 387 266 199 229 135 71 55 82 22 Snapchat YouTube Facebook Instagram 60 18-24 25-34 35-44 45-54 55+ 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
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 % 1,200 90 1,000 800 600 69.1 81.7 69.3 75.5 68.1 56.8 80 70 60 50 40 400 30 200 20 10 0 0 Total Audience 18+ 18-24 25-34 35-44 45-54 55+ 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
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 1,011 948 933 724 702 681 556 462 434 430 383 374 370 368 349 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
UKOM Insights: YouTube s Challenge to Spotify
Audience & Average Time Spent: Spotify and YouTube Reach and Viewing varies by Mobile Platform & OS Audience & Ave. Time Spent on Spotify & YouTube* 35.3 13.2 7.2 4.3 1.5 0.7 17 21 14 10 10 17.4 13.2 6.7 4.6 18 16 11 20 22 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, 18 +. MMX Multi-Platform includes Desktop browsing, Desktop video streams, smartphone browsing & apps tablet browsing & apps 17
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.
In the 24 hours after the Sweden match it was streamed 701,000 times
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"
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