5. Internet and Online Content

Figure 5.1

1

Source:1Ofcom consumer research,2 comScore MMX Multi-Platform, UK, data taken for March 2015 and March 2016; 3IAB/PwC Digital Adspend Note: With the exception of internet, and internet on mobile phone, take-up data, all data relate to the calendar year, so 2016 data are currently unavailable. Note: Caution is advised in comparing values before and after February 2011 because of a change in comScore methodology.

UK internet and online content market: key statistics UK internet and online content market 2009 2010 2011 2012 2013 2014 2015 2016

1Internet take-up (%) 73 75 77 79 80 82 85 86

1Laptop take-up (%) 44 51 55 61 62 63 65 64

1Smartphone take-up (%) n/a n/a 27 39 51 61 66 71

1Tablet take-up (%) n/a n/a 2 11 24 44 54 59

1Consideration that the smartphone is the most important device for internet access (%)

n/a n/a n/a n/a 15 23 33 36

2Total digital audience (million) n/a n/a n/a n/a n/a n/a 47.5 50.3

3Digital advertising expenditure (£bn) 3.6 4.1 4.8 5.4 6.3 7.3 8.6 n/a

3Mobile advertising expenditure (£m) 38 83 203 529 1021 1631 2627 n/a

Figure 5.2

2

Source: comScore MMX Multi-Platform, UK, April 2015 and April 2016 Note: Entities cited from comScore MMX Multi-Platform: [P] Facebook, [P] LinkedIn, [M] Twitter (w/ history), [M] INSTAGRAM.COM, [C] Google+ , [P] PINTEREST.COM. MMX Multi-Platform includes laptop/desktop browsing, laptop/desktop video streams and mobile use. Mobile use includes Android smartphones and iOS smartphones and tablets. Only those entities that have been tagged as part of the census network report Android tablet usage data.

Digital audience of selected social networking services: April 2015 and April 2016 Unique audience (millions) and reach as a % of total digital audience

41.1

20.7

21.6

14.1

20.2

9.4

6.8

38.9

21.8

20.9

16.5

12.8

11.5

7.1

0

10

20

30

40

50

Facebook LinkedIn TWITTER.COM (w/history)

INSTAGRAM.COM Google+ PINTEREST.COM Snapchat, Inc (w/history)

Apr-15Apr-16

86% 78% 44% 42% 46% 42% 30% 33% 43% 26% 20% 23% 14% 14%

Figure 5.3

3

Source: comScore Mobile Metrix, UK, April 2016 Note: Mobile use includes Android smartphones and iOS smartphones and tablets. Only those entities that have been tagged as part of the census network report Android tablet usage data. comScore entities used were: [S] Facebook Messenger (Mobile App), [C] WhatsApp Messenger (Mobile app). [M] Snapchat (Mobile App) (w/history), [S] Skype (Mobile App), [M] Kik Messenger (Mobile App) Note: Changes were made to comScore Mobile Metrix methodology in January 2016. comScore entities were affected to varying degrees.

Mobile audience of selected mobile messaging apps: April 2016 Unique audience (millions) and reach as a % total mobile audience

22.5

16.7

6.9 4.6

1.5 0

5

10

15

20

25

FacebookMessenger (Mobile

App)

WhatsAppMessenger (Mobile

App)

Snapchat (MobileApp) (w/ history)

Skype (Mobile App) Kik Messenger(Mobile App)

64% 47% 20% 13% 4%

Figure 5.4

4

Source: Ofcom Digital Day 2016 Adult diary: Chart shows the proportion of adults who recorded communicating through a social networking site (D) or using a social media site for certain types of media activity (E2) across their diary week. Proportion of media and comms time is calculated from the durations of these activities (B2). Base: Adults aged 16+ (1512), 16-24 (129), 25-34 (189), 35-44 (282), 45-54 (299), 55-64 (259), 65+ (354)

Social media use, by age group Reach and proportion of time spent on social media (%)

64%

99% 84%

77% 64%

51%

24%

8% 18%

8% 7% 6% 5% 1%

Adults 16+ 16-24 25-34 35-44 45-54 55-64 65+

Weekly reach

Proportion of allmedia and commstime

Figure 5.5

5

Source: Ofcom Digital Day 2016 Adult diary: Chart shows the proportion of all communication time (B2) attributed to each activity (D) by age group. Base: Adults aged 16+ (1512), 16-24 (129), 25-34 (189), 35-44 (282), 45-54 (299), 55-64 (259), 65+ (354)

Proportion of time spent communicating attributed to activities, by age group Proportion of communicating time (%)

34% 14%

37% 43% 40% 43% 43%

20%

8%

21% 21% 26% 25%

39% 19%

35%

18% 14% 7% 8%

3% 18% 27%

13% 13% 17% 17% 10%

11% 15% 11% 8% 9% 8% 6%

Adults 16+ 16-24 25-34 35-44 45-54 55-64 65+

Texting

Social networking

Instant/photo/videomessaging

Phone or video calls

Emailing

2h 10m 4h 14m 2h 34m 2h 27m 2h 10m 1h 24m 0h 43m Average daily minutes spent

communicating*

Figure 5.6

6

Source: Ofcom Digital Day 2016 Adult diary: Chart shows the proportion of all social media time (B2) attributed to each activity by age group. *The average daily minutes figure is among those who used social media at all across their diary week on any device (sum figure) Base: Adults aged 16+ who used any social media during their diary week (991)

Proportion of social media time attributed to devices, by age group Proportion of social media time (%)

50%

61%

57%

56%

32%

22%

4%

34%

29%

25%

29%

42%

53%

71%

13%

5%

12%

13%

26%

24%

23%

3%

4%

6%

1%

1%

1%

2%

Adults16+

16-24

25-34

35-44

45-54

55-64

65+

Mobile phone Computer Tablet TV set (inc connected devices

35m

58m

1h

1h

1h 1m

2h 26m

1h 16m

Average daily minutes on social

media*

Figure 5.7

7

Source: Ofcom Digital Day 2016 Base: Adults aged 16+ who used any social media during their diary week (991) Adult diary: Chart shows the proportion of all social media time (B2) attributed to each activity by age group. *The average daily minutes figure is among those who used social media at all across their diary week on any device (sum figure) Note: ‘Other’ consists of streamed music, sports/news updates and other online news

Proportion of social media time attributed to activities, by age group Proportion of social media time (%)

35m

58m

1h

1h

1h 1m

2h 26m

1h 16m

Average daily minutes on social

media*

46%

47%

38%

40%

56%

46%

48%

27%

20%

36%

34%

28%

25%

26%

13%

19%

13%

10%

4%

6%

7%

6%

8%

6%

5%

4%

1%

0%

5%

1%

2%

6%

6%

17%

16%

4%

5%

4%

4%

3%

4%

2%

Adults 16+

16-24

25-34

35-44

45-54

55-64

65+

Communicating Browsing/checking updates Short online clips Music videos Gaming Other

Figure 5.8

8

Source: comScore MobiLens Plus, UK three month averages ending April 2016 Base: Mobile internet users 13+

Selected social media behaviour among mobile internet users: April 2016 Mobile internet users (%)

13

13

14

16

19

20

31

0 10 20 30 40

Received coupons, offers or deals

Used check-on features to post physical location

Posted videos

Posted links to websites

Read posts by public figures or celebrities

Read posts by organisations/brands/events

Posted photos

Figure 5.9

9

Source: Ofcom Technology Tracker, H1 2016 Base: All adults aged 16+ (n=3737) Significance testing: Arrows indicate any significant differences at the 95% confidence level between UK 2015 and UK 2016, between each age group in 2015 and 2016 and between each socio-economic group in 2015 and 2016. QE2: Do you or does anyone in your household have access to the internet at home (via any device, e.g. PC, laptop, mobile phone etc.)?

Proportion of adults with home internet access Proportion of adults (%)

82 94 92 89

78 67

32

90 80

67

85 91 94 94

82 75

40

92 84

70

86 92 93 93

87 77

45

92 86

74

0

20

40

60

80

100

UK 16-24 25-34 35-54 55-64 65-74 75+ ABC1 C2 DE

2014 2015 2016

Figure 5.11

10

Source: Ofcom Technology Tracker, H1 2016 Base: Adults aged 16+, 16-24 n = 519, 25-34 n = 604, 35-54 n = 1172, 55+ n = 1442 Note: Ranked by overall household ownership Internet-connected dongle or set-top box includes NOW TV set-top box, Roku, Google Chrome, Amazon Fire TV stick, Amazon Fire TV, Apple TV Significance testing: Arrows indicate any significant differences at the 95% confidence level between UK 2016 and each age group

Take-up of internet-enabled devices, by age Proportion of adults (%)

90

71 63 64

38 29 27 29 29

11 7 7

91

67 67 59

38

20 25

30 26

5 6 7

83 74 70

55

42 37

31 32 27

10 6 7

42 50

43

12

29 32 26

19

5 4 3 2 0

20

40

60

80

100

Sm

art

phon

e

Lapt

op

Tabl

et

Gam

esC

onso

le

VO

DB

ox

Des

ktop

E-re

ader

Sm

art

TV

Por

tabl

e G

ames

Con

sole

Net

book

Inte

rnet

-con

nect

ed d

ongl

e or

set-t

op b

ox*

Sm

art W

atch

16-24 25-34 35-54 55+

Figure 5.12

11

Source: Ofcom Technology Tracker, H1 2016 Base: Adults aged 16+, AB n = 797, C1 n = 1122, C2 n = 791, DE n = 1022 Note: Ranked by overall household ownership Internet-connected dongle or set-top box includes NOW TV set-top box, Roku, Google Chrome, Amazon Fire TV stick, Amazon Fire TV, Apple TV Significance testing: Arrows indicate any significant differences at the 95% confidence level between UK 2016 and each socio-economic group

Take-up of internet-enabled devices, by socio-economic group Proportion of adults (%)

76 78 67

40 40 43 38 34

19 11 7 7

74 67 63

43 39 35 29 27

20

7 5 6

71 62 63

48 41

27 28 26 22

6 6 4

62

48 43 39

25 18 14

20 17

4 3 4 0

20

40

60

80

100

Sm

art

phon

e

Lapt

op

Tabl

et

Gam

esC

onso

le

VO

DB

ox

Des

ktop

E-re

ader

Sm

art

TV

Por

tabl

e G

ames

Con

sole

Net

book

Inte

rnet

-con

nect

ed d

ongl

e or

set-t

op b

ox*

Sm

art W

atch

AB C1 C2 DE

Figure 5.13

12

Source: Ofcom Technology Tracker, H1 2016 Base: All adults aged 16+ who use the internet at home or elsewhere (n = 3100 UK). Significance testing: Arrows indicate any significant differences at the 95% confidence level between males and females, between UK 2016 and each age group and between UK 2016 and each socio-economic group. QE40: Which is the most important device you use to connect to the internet, at home or elsewhere? ‘Other’ responses include: netbook, games console, e-reader, TV set, smart watch, other portable/ handheld device, other device, none and ‘don’t know’.

Most important device for internet access Internet users (%)

36 34 38 56 56

35 12

28 37 40 42

29 29 29 23 21

31

36

35 28 24 28

20 18 22 11 15

24

25 20 20 24 17

12 16 8 7 4 9 23 14 12 9 10

3 3 3 3 3 2 4 3 2 3 3

0%

20%

40%

60%

80%

100%

UK

Mal

e

Fem

ale

16-2

4

25-3

4

35-5

4

55+

AB C1

C2

DE

Gender Age group Social group

Other

Desktop

Tablet

Laptop

Smartphone

Figure 5.14

13

Source: Ofcom Technology Tracker, Q1 2013-2014, H1 2015-2016 Base: All adults aged 16+ who use the internet at home or elsewhere (2016 n = 3100 UK). Significance testing: Arrows indicate any significant differences at the 95% confidence level between 2016 and 2015 for each device. QE40: Which is the most important device you use to connect to the internet, at home or elsewhere?

Most important device for internet access: 2013-2016 Internet users (%)

15%

46%

8%

28% 23%

40%

15% 20%

33% 30%

19% 14%

36%

29%

20%

12%

0%

10%

20%

30%

40%

50%

Smartphone Laptop Tablet Desktop

2013201420152016

Figure 5.16

14

Source: Ofcom Technology Tracker. Data from Q1 2014, then H1 2015-2016 Base: All adults without the internet aged 16+ (n=650) Significance testing: Arrows indicate any significant differences at the 95% confidence level between UK 2015 and UK 2016. QE25A: Why are you unlikely to get internet access at home in the next 12 months?

Main reasons for not having a home broadband connection Proportion of those without broadband (%)

46

23 15

22 20 13

44

22 17

21 20 12

50

22 18 15

21 12

0

10

20

30

40

50

60

Don't need it Don’t want a computer

Don't haveknowledge /

skills

Too expensive Too old to useinternet

Likely to get innext year

2014 2015 2016

Figure 5.17

15

Source: comScore MMX, UK, home and work panel, March 2016; comScore MMX Multi-Platform, UK, March 2016; comScore Mobile Metrix UK, March 2016 Note: ‘Digital audience’ is the unique audience across desktop/laptops and mobile. Mobile audience includes Android smartphones and iOS smartphones and tablets. Only those entities that have been tagged as part of the census network report Android tablet usage data.

Active internet audience: March 2016 Million

50.3 46.5

35.1

0

10

20

30

40

50

60

Total digital audience Laptop and desktop audience Mobile audience

Figure 5.18

16

Source total digital audience: comScore MMX Multi-Platform, UK, March 2016, (bases include ages 6+ for desktops/laptops, 18+ for mobile devices. Source all smartphones: comScore Mobile Metrix, UK, 18+, March 2015.Source laptops and desktops: comScore MMX, home and work panel, UK, 6+, March 2015; Note: All smartphones, includes iPhones and Android handsets, browser and application use.

Average time spent online: March 2016 Hours

81.8

59.6

30.7

0

20

40

60

80

100

Total digital audience All smartphones (browser &app combined)

Laptop and desktops

Figure 5.19

17

Source: comScore MMX, home and work panel, March 2016 Note: Time spent online is a measure of time spent browsing web pages on laptop and desktop computers only. It excludes time spent accessing other media such as audio or video content.

Average time online on a laptop/desktop, by age and gender: March 2016 Hours

38.4

6.4

29.3

46.3 44.3

38.0

31.5 31.5

6.3

25.6 30.4

35.5 34.2 28.4

0

10

20

30

40

50

Adults (18+) 6-14 15-24 25-34 35-44 45-54 55+

MaleFemale

Figure 5.20

18

Source: comScore Mobile Metrix, March 2016. Browser and application access combined. Note: Includes Android and iOS smartphones Note: Changes were made to comScore Mobile Metrix methodology in January 2016. comScore entities were affected to varying degrees.

Average time online on a smartphone, by age and gender: March 2016 Hours

57.2

70.0

61.2 63.2

47.9 40.2

62.1

79.0

68.9

60.4

52.2 48.7

0

20

40

60

80

Adults (18+) 18-24 25-34 35-44 45-54 55+

MaleFemale

Figure 5.21

19

Source: Ofcom Technology Tracker, H1 2016 Base: All adults aged 16+ who use the internet at home or elsewhere (n = 3100 UK) QE5A: Which, if any, of these do you use the internet for?

Claimed use of the internet for selected activities Adults (%)

2 10 12 13 14

11 15 16 18 18

22 13

27 31 30

17 41 42

51 50

40 75

81 96

1 6

8 7 6 13

11 11

12 15

11 22

14 11 13

27 12

15 7 13

27 12

7 2

3 16

20 20 20

24 26 27

30 33 33

35 41 42 43 44

53 57 58

63 67

87 88

98

0% 20% 40% 60% 80% 100%Remotely control/monitor household appliances

Streaming audio servicesListening to radio

Accessing file through a cloud serviceUse Twitter

Trading/auctionsFinding/ downloading info for collegeUploading/ adding content to internet

Making voice calls using a VoIP service (e.g. Skype)Downloading music

Playing gamesUsing local council/ Government websites

Watching short video clipsAccessing news

Finding/ downloading info for workFinding health information

Instant messagingTV/ Video viewing

Using social networking sitesBanking

Purchasing goods/servicesSending and receiving email

General surfing/browsingAny

Used in the past weekUse less often

Figure 5.22

20

Source: comScore MMX Multi-Platform, UK, March 2016 All sites listed are at the property level [P]. Please note MMX Multi-Platform includes laptop/desktop browsing, laptop/desktop video streams, on-network and Wi-Fi mobile browsing and app use. Note: Starting with July 2013 data, comScore added tablet data to the mobile data field of MMX Multi-Platform. Only those entities that have been tagged as part of the census network report tablet usage data.

Top ten most popular comScore Properties among the total digital audience: March 2016 Unique audience (millions)

47.7

39.0 38.9 37.0 36.9 32.6 30.3 28.4 27.5 27.3

0

10

20

30

40

50

60

Google Sites Facebook MicrosoftSites

AmazonSites

BBC Sites Yahoo Sites eBay Sky Sites Trinity MirrorGroup

MailOnline/Daily

Mail

Figure 5.23

21

Source: comScore MMX Multi-Platform, UK, March 2016 Note: All sites listed are at the property level [P]. Time spent online is a measure of time spent laptop/desktop webpage browsing and on-network and Wi-Fi mobile browsing and application data. It excludes time spent accessing audio content

Top ten comScore properties among the total digital audience, by time spent: March 2016 Total Minutes (billions)

1.9 2.4

3.0 3.7

5.1 5.6

9.4 9.5

36.4 41.9

0 5 10 15 20 25 30 35 40 45

Twitter Sky Sites

Amazon Sites eBay

Yahoo Sites Microsoft Sites

BBC Sites Apple Inc. Facebook

Google Sites

Figure 5.24

22

Source: comScore MMX Multi-Platform, comScore MMX, comScore Mobile Metrix, UK, March 2016 MMX Multi-Platform includes laptop/desktop browsing, laptop/desktop video streams and mobile use. ‘Total mobile’ includes Android smartphones and iOS smartphones and tablets. Only those entities that have been tagged as part of the census network report Android tablet usage data. Note: Changes were made to comScore Mobile Metrix methodology in January 2016. comScore entities were affected to varying degrees.

Audience of search engines: March 2016 Unique audience (millions)

39.3

21.3 13.0

35.2

18.7 11.7

19.5

5.6 2.8 0

10

20

30

40

50

Google Search [C] Bing [C] Yahoo Search [C]

Total digital audience Laptop and desktop audience Mobile audience

Figure 5.25

23

Source: comScore MMX, UK, home and work panel, comScore MMX Multi-Platform, UK and comScore Mobile Metrix, UK. All March 2016 Note: MMX Multi-Platform includes laptop/desktop browsing, laptop/desktop video streams and mobile use. Mobile use includes Android smartphones and iOS smartphones and tablets. Only those entities that have been tagged as part of the census network report Android tablet usage data. Note: Changes were made to comScore Mobile Metrix methodology in January 2016. comScore entities were affected to varying degrees. comScore entities used were: [M] YOUTUBE.COM, [P] Vimeo, [P] DAILYMOTION.COM, [M] VINE.CO, [c] MSN Video (w/history),[P] TWITCH.TV

Unique audience for selected online video sharing sites: March 2016 Unique audience (millions) and reach as a % of total digital audience

41.0

17.4

6.3 3.8 3.4 2.4

24.2

2.2 2.2 0.3 0.8 1.0

27.6

8.8 2.6 1.5 0.2 1.4

0

10

20

30

40

50

YOUTUBE.COM VimeoDAILYMOTION.COM

VINE.CO (w/history)

MSN Video (w/history)

TWITCH.TV

Total digital audience Laptop & desktop audience Mobile audience

82% 48% 55% 35% 4% 18% 13% 4% 5% 8% 1% 3% 7% 2% 0.4% 5% 2% 3%

Figure 5.26

24

Source: comScore Mobile Metrix, March 2015-March 2016 Note: Mobile use includes Android smartphones and iOS smartphones and tablets. Only those entities that have been tagged as part of the census network report Android tablet usage data. comScore entities used were: [M] YOUTUBE.COM, [P] Vimeo, [P] DAILYMOTION.COM, [M] VINE.CO (w/history), [P] TWITCH.TV, [c] MSN Video (w/history). Note: Changes were made to comScore Mobile Metrix methodology in January 2016. comScore entities were affected to varying degrees.

Unique audience of selected online video sharing sites on mobile phones: March 2015 to March 2016 Unique audience (millions)

0

10

20

30

40

Mar-2015 Apr-2015 May-2015 Jun-2015 Jul-2015 Aug-2015 Sep-2015 Oct-2015 Nov-2015 Dec-2015 Jan-2016 Feb-2016 Mar-2016 YOUTUBE.COM Vimeo DAILYMOTION.COM

VINE.CO (w/ history) TWITCH.TV MSN Video (w/ history)

Figure 5.27

25

Source: comScore MMX Multi-Platform, comScore MMX, comScore Mobile Metrix UK, April 2016 Note: MMX Multi-Platform includes laptop/desktop browsing, laptop/desktop video streams and mobile use. Mobile use includes Android smartphones and iOS smartphones and tablets. Only those entities than have been tagged as part of the census network report Android tablet usage data. comScore entities used were: [M] Amazon, [M] eBay sites, [M] Argos, [M] TESCO.COM*, [M] MARKSANDSPENCER.COM, [M] Asda, [M] John Lewis, [M] NEXT.CO.UK, [M](u) ASOS.COM and [M] DEBENHAMS.COM. *Indicates that the entity has assigned traffic to certain pages in the domain to other entities Note: Changes were made to comScore Mobile Metrix methodology in January 2016. comScore entities were affected to varying degrees.

Digital audience of selected online retail services: April 2016 Unique audience (millions)

4.7

4.8

5.3

5.3

6.5

8.4

11.6

14.0

29.2

32.5

2.4

2.9

2.6

3.2

3.6

3.6

4.8

6.6

17.9

20.4

2.8

2.4

3.2

2.7

3.6

5.7

8.2

9.2

19.9

23.3

0 10 20 30 40

DEBENHAMS.COM NEXT.CO.UK

ASOS.COM John Lewis

MARKSANDSPENCER.COM Asda

TESCO.COM* Argos

eBay Sites Amazon

Mobile audienceDesktops & LaptopsTotal digital audience

Figure 5.28

26

Source: comScore MobiLens Plus, UK, three-month averages ending March 2016 Base: Mobile internet users 13+

Selected mobile payments and financial services activities conducted by mobile internet users: March 2016 Mobile internet users (%)

3

4

6

14

20

30

0 10 20 30 40

Used NFC-enabled device/sticker for mobile POSpayment

Scanned QR/bar code for mobile POS payment

Mobile payments POS

Credit cards

Electronic payments/money transfer

Bank accounts

Figure 5.29

27

Source: comScore MMX Multi-Platform and Mobile Metrix, UK, March 2016 Note: MMX Multi-Platform includes laptop/desktop browsing, laptop/desktop video streams and mobile use. Mobile includes Android smartphones and iOS smartphones and tablets. Only those entities that have been tagged as part of the census network report Android tablet usage data. comScore entities used were: [C] BBC News, [M] DAILYMAIL.CO.UK, [P] The Guardian, [C] MIRROR.CO.UK, [M] TELEGRAPH.CO.UK, [M] INDEPENDENT.CO.UK, [P] BUZZFEED.COM, [M] METRO.CO.UK, [M] ITV News, [C] The Sun UK, [M] VICE.COM, [C] HUFFINGTONPOST.CO.UK* *Indicates that the entity has assigned traffic to certain pages in the domain to other entities Note: Changes were made to comScore Mobile Metrix methodology in January 2016. comScore entities were affected to varying degrees.

Unique audience and reach of selected news services: March 2016 Unique audience (millions) / Total active reach (%)

2.2

2.4

3.1

7.6

9.0

11.6

13.5

16.2

15.8

18.4

19.6

21.6

3.3

3.8

5.4

8.4

10.6

13.6

16.2

19.2

20.5

23.3

24.7

27.6

0 5 10 15 20 25 30

HUFFINGTONPOST.CO.UK*

VICE.COM

The Sun UK

ITV News

METRO.CO.UK

BUZZFEED.COM

INDEPENDENT.CO.UK

MIRROR.CO.UK

TELEGRAPH.CO.UK

The Guardian

DAILYMAIL.CO.UK

BBC News

Total digital audience Mobile audience

55%

49%

46%

41%

38%

32%

27%

21%

17%

11%

7%

7%

28

Figure 5.30 UK advertising expenditure: 2015

Expenditure (£ millions)

Source: AA/WARC Expenditure Report, April 2016 Note: ‘Press brands’ is a consolidation of magazine brands and national and regional news brands. Total digital advertising spend is double-counted in digital TV spend (broadcaster VOD revenue), and in ‘press brands’ digital spend. Note: The AA/WARC data are net of discounts, and includes agency commission, but excludes production costs.

2,636

5,095

702

175

238

592

1,059

1,861

3,338

5,270

8,606

0 5000 10000

Cinema

Radio

Out of home

Direct mail

Press brands

TV

Internet

Non-digitalDigital

29

Figure 5.31 Digital advertising expenditure by type: 2009 - 2015

Expenditure (£ millions)

Source: IAB / PwC Digital Adspend 2009 - 2015

772 1,051 1,280 1,479 1,825 2,421 3,033 658 718 759 818

882 1,050

1,115

2,097 2,245

2,708 3,087

3,471

3,768

4,355

32 84

75 64

79

96

103

3,559 4,097

4,822 5,448

6,258 7,335

8,606

0

2000

4000

6000

8000

10000

2009 2010 2011 2012 2013 2014 2015

OtherPaid for searchClassifiedsDisplay

30

Figure 5.32 Digital display video advertising revenue: 2009 - 2015 £ millions

Source: IAB / PwC Digital Adspend 2009 -2015 Note: ‘Viral video’ was originally named ‘social video’. It was changed to ‘viral video’ in 2015 to avoid confusion with video hosted on social media sites. It was also combined with ‘other’ video in 2015. ‘Out stream / in-read video’ is a new category for 2015, which includes video advertising on social media sites such as Facebook and Twitter.

28 53 105 178 288

437 542

13 22

22

34 21

148

28 53 118

200 310

471

711

0

200

400

600

800

1000

2009 2010 2011 2012 2013 2014 2015

Out stream / in readViral video + otherPre-post roll

31

Figure 5.33 Mobile advertising expenditure: 2011 - 2015 Expenditure (£ millions)

Source: IAB / PwC Digital Adspend 2011 – 2015

137 365 581 800 1,306

60 153

424

812

1,297

6

11

16

19

24

203

529

1,021

1,631

2,627

0

500

1000

1500

2000

2500

3000

2011 2012 2013 2014 2015

OtherDisplaySearch

Figure 5.34

32

Source: comScore MobiLens Plus, UK, three-month averages ending April 2016 Base: Mobile internet users 13+

Type of advertising experienced by mobile internet users: April 2016 Mobile internet users (%)

25

15 14 14 12

0

10

20

30

Display Video Email SMS Push notifications