The UK Online Audience Julie Forey IAB Research Breakfast Feb 2019
UKOM Website: www.ukom.uk.net
1. Smartphone app growth
Smartphone App Minutes Dec 2017 to Dec 2018 Smartphone App minutes continue to grow MM 150,000 145,000 140,000 135,000 130,000 125,000 120,000 115,000 110,000 105,000 100,000 Smartphone App Total Minutes Smartphone Apps account for 57% of Total Time and 87% of all Smartphone Minutes Source: Comscore Mobile Metrix, Dec 2017-2018, UK, Adults 18+ 4
Share of Minutes by Platform & Mobile Access Smartphone apps now account for 57% of all time spent Share of Total Minutes Tablet App 10% Desktop 22% Smartphone App 57% Smartphones Web 9% Tablets Web 2% Smartphone Apps account for 87% of all Smartphone Minutes Source: Comscore MMX Multi-Platform & Mobile Metrix, Dec 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 5
Smartphone App share of minutes by Category Huge variations in SOM by category and service 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 99% Smartphone App Share of Minutes by Category 90% 90% 86% 85% 85% 83% 77% 60% 57% 51% 48% 46% 44% 42% 41% 37% 30% 21% 17% 14% 13% 6% 6% 5% 4% 2% Source: Comscore Mobile Metrix, Dec 2018, UK, Adults 18+ 6
Smartphone App Numbers by Audience Size 15 Apps have an audience over 10 million 6 9 + + Source: Comscore Mobile Metrix, Dec 2018, UK, Adults 18+ 7
Top Smartphone Apps by Unique Visitors 11 of the 15 apps with >10 million users are from Google or Facebook Smartphone App Top 15 Unique Visitors (000s) Dec 2018 1 YouTube 26,485 2 Facebook 24,178 3 WhatsApp Messenger 23,018 4 Google Search 22,970 5 Facebook Messenger 21,989 6 Google Play 20,398 7 Google Maps 19,470 8 Gmail 17,745 9 Snapchat 16,906 10 Instagram 15,348 11 Amazon Mobile 14,483 12 Spotify 12,818 13 ebay 12,663 14 Google Drive 11,646 15 Google Photos 10,431 The BBC is the only UK brand to have a smartphone app in the Top 30 (BBC Weather and BBC News) Source: Comscore Mobile Metrix, Dec 2018, UK, Adults 18+ 8
2. The iphone and Android phone audience
Smartphone OS: Unique Visitor Age & Gender Profile - Dec 2018 iphone s appeal increases with decreasing age Unique Visitors by OS - All Adults % Unique Visitors by OS Age & Gender % 18-24 51% 49% 25-34 41% 59% 38% 35-44 45-54 37% 33% 63% 67% 62% 55+ 32% 68% Males: 18+ 36% 64% Females: 18+ 40% 60% Source: Comscore Mobile Metrix, Dec 2018, UK, Adults 18+ 10
Smartphone OS: Unique Visitor Social Grade Profile- Dec 2018 iphone s appeal increases with increasing social grade Unique Visitors by OS - All Adults % Unique Visitors by OS Social Grade % A - Upper Middle Class 55% 45% 38% B - Middle Class C1 - Lower Middle Class 44% 39% 56% 61% 62% C2 - Skilled Working Class 36% 64% D - Working Class 29% 71% E - Lowest Level of Subsistence 31% 69% Source: Comscore Mobile Metrix, Dec 2018, UK, Adults 18+ 11
Top 10 Smartphone Apps by Total Minutes by OS Entertainment apps are top for iphone users Total Smartphone App Minutes Rank App Minutes Rank App Minutes Rank 1 Facebook 1 Spotify 1 Facebook 2 Spotify 2 YouTube 2 Facebook Messenger 3 YouTube 3 Snapchat 3 Spotify 4 Facebook Messenger 4 SoundCloud 4 YouTube 5 Snapchat 5 Facebook 5 WhatsApp Messenger 6 WhatsApp Messenger 6 Instagram 6 Google Search 7 Instagram 7 Google Search 7 Instagram 8 Google Search 8 Netflix 8 LifeStylz TV 9 ebay 9 Apple News 9 ebay 10 Gmail 10 ebay 10 Gmail Source: Comscore Mobile Metrix, Dec 2018, UK, Adults 18+ 12
Smartphone OS: Average Minutes/Day by Age & Gender 18-24 iphone users spend most time on their devices Average Minutes per Visitor per Day by Age: December 2018 236 ABC1 Female 35-54 iphone user with kids 154 154 188 161164 158 148 152 126 127 133134 173174 Ave/Day: 161 Minutes Source: ComScore Dec 18 96 Julie Forey s iphone Ave/Day: 167 Minutes Source: Julie Forey s iphone w/e 7/2/19 18+ 18-24 25-34 35-44 45-54 55+ Males: 18+ Females: 18+ Source: Comscore Mobile Metrix, Dec 2018, UK, Adults 18+ 13
3. The rise of TikTok
UKOM Insights: TikTok TikTok is a destination for short-form mobile videos. Our mission is to capture and present the world's creativity, knowledge, and precious life moments, directly from the mobile phone. TikTok enables everyone to be a creator, and encourages users to share their passion and creative expression through their videos
UKOM Insights: TikTok
Biggest Unique Visitor Growth among top 100 mobile apps: Dec 18 v Sep 18 TikTok in the top 10 for both % and 000s visitor growth Last 3 month UV % Growth Last 3 month UV (000s) Growth Amazon Alexa 81 Spotify 2,454 TikTok - including musical.ly 55 WhatsApp Messenger 1,645 Samsung Pay Apple Books Yahoo Stocks Amazon Music with Prime Argos BBC Weather IMDb Movies & TV Spotify 36 35 34 30 24 22 21 20 Amazon Mobile BBC Weather Amazon Alexa BBC IPlayer Samsung Pay Yahoo Stocks TikTok - including musical.ly Amazon Music with Prime 1,611 1,561 1,205 1,142 1,058 928 826 819 Source: Comscore Mobile Metrix, Dec 2018, Adults 18+ Please note that mobile includes smartphone and tablet app usage combined 17
TikTok Mobile App UK Unique Visitor Growth Jan to Dec 2018 2.3 million UK adults used the TikTok mobile app in December 2018 2,500 TikTok Mobile App Unique Visitors (000s): UK 18+ 2,000 1,500 1,000 500 0 Source: Comscore Mobile Metrix, Dec 2018, Adults 18+ Please note that mobile includes smartphone and tablet app usage combined 18
TikTok Mobile App UK Time Online Growth Jan to Dec 2018 TikTok Total App Minutes continue to increase 1,200 TikTok Mobile App Total Minutes (MM): UK 18+ 1,000 800 600 400 200 0 Source: Comscore Mobile Metrix, Dec 2018, Adults 18+ Please note that mobile includes smartphone and tablet app usage combined 19
Social and IM Mobile Apps: Average Minutes per Visitor Per Month - UK Adults Average monthly time for TikTok App users is similar to leading social networks 553 Social and IM Mobile Apps Average Minutes Per Visitor Per Month: UK Adults, Dec 2018 424 389 301 193 176 174 96 79 43 Facebook TikTok - including musical.ly Facebook Messenger Snapchat Instagram Twitter WhatsApp Messenger Pinterest Skype LinkedIn Source: Comscore Mobile Metrix, Dec 2018, Adults 18+ Please note that mobile includes smartphone and tablet app usage combined 20
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