Figure 4.1 1 Source: 1 Ofcom consumer research, Q1 each year, 2 comScore MMX, UK, annual average from reported monthly values; 3 Internet Advertising Bureau/PwC. Note:Change in comScore methodology effects values from February 2011 onwards. UK internet and web-based content market: key statistics UK internet and web-based content marketAisha 2008 2009 2010 2011 2012 2013 1 Internet take-up (%) 67 73 75 77 79 80 1 Internet on mobile-phone take-up (%) n/a 20 21 32 39 49 2 Monthly active audience on laptop/desktop computers 35.0m 38.6m 43.1m 42.2m 43.6m n/a 2 Time spent web browsing per laptop/desktop internet user per month (hours) 30.1 29.4 30.9 31.5 34.7 n/a 3 Internet advertising expenditure (£) 3.4bn 3.5bn 4.1bn 4.8bn 5.4bn n/a 3 Mobile advertising revenue (£) 29m 38m 83m 203m 526m n/a
Transcript
Figure 4.1
1
Source: 1Ofcom consumer research, Q1 each year, 2comScore MMX, UK, annual average from reported monthly values; 3Internet Advertising Bureau/PwC. Note:Change in comScore methodology effects values from February 2011 onwards.
UK internet and web-based content market: key statistics
UK internet and web-based content marketAisha
2008 2009 2010 2011 2012 2013
1Internet take-up (%) 67 73 75 77 79 80 1Internet on mobile-phone take-up (%) n/a 20 21 32 39 49 2Monthly active audience on laptop/desktop computers
35.0m 38.6m 43.1m 42.2m 43.6m n/a
2Time spent web browsing per laptop/desktop internet user per month (hours)
Source: Ofcom research, data as at Q1 of each year Base: All adults aged 16+
Take-up of mobile phone internet access Individuals (%)
20 21
32
39
49
0
20
40
60
2009 2010 2011 2012 2013
Figure 4.3
3
20 27
18
38 34
20
5 2
25 25 17 14
49 50 48
75 74
56
27
5
57 55 43
37
0
20
40
60
80
Male Female 16-24* 25-34 35-54 55-64 65+ AB C1 C2 DE
UK Gender Age group Social group
Q1 2009 Q1 2013
Source: Ofcom Consumer Research Q1 2009 and Q1 2013 Base: All adults aged 16+, Q1 2009 n=5273, Q1 20103 n=3750 Note: *15-24 for Q1 2009 data
Mobile internet users by gender, age and social group: 2009 vs 2013 Adults 16+ (%)
Figure 4.4
4
27 39
51 42 42
49 54 57 61 64 67 69 74 74 71
93 96
0
20
40
60
80
100
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
2010 2011 2012 2013 Smartphone take-up Smartphone share of total handset unit sales Proportion of mobile internet users with a smartphone
Source: GfK / Ofcom Consumer Research
Smartphones: take-up, share of handset sales and mobile internet use Adults 16+ (%) / Proportion of sales (%) / Proportion of mobile internet users (%)
Figure 4.5
5
Mobile audience Desktop and laptop audience Google Sites 17.1m Google Sites 40.0m
Facebook 9.1m Microsoft Sites 33.2m
BBC Sites 6.5m Facebook 30.2m
Yahoo! Sites 5.6m Yahoo! Sites 24.9m
Wikimedia Foundation Sites 5.4m Amazon Sites 24.5m
Amazon Sites 4.5m BBC Sites 23.6m
Terra – Telefonica 3.9m eBay 22.5m
Glam Media 3.9m Wikimedia Foundation Sites 21.4m
Microsoft Sites 3.4m Glam Media 20.8m
Vodafone Group 3.0m Apple Inc. 17.0m
Source: comScore GSMA MMM, UK, browser access only, on network, April 2013; comScore MMX, UK, home and work panel, April 2013
Top 10 internet properties accessed by mobile, and laptop/desktop audiences
Figure 4.6
6
10.7 4.7
3.6 3.2
5.3 17.0
3.5 4.6
3.8 2.7
1.9 0.9
0.7 0.8
1.3 5.6
1.2 1.7 3.1
2.5
+18% +20%
+20% +24%
+24% +33%
+34% +38%
+82% +93%
0 5 10 15 20 25
Sky Sites Yellowbook Network
EA Online National Rail (UK)
Federated Media Publishing Apple Inc. Groupon
Orange Sites Terra - Telefonica Vodafone Group Fixed Unique Audience
Mobile-only Unique Audience
Source: comScore MMX Multi-Platform, UK, April 2013 Please note MMX Multi-Platform includes laptop/desktop browsing, laptop/desktop video streams, on-network mobile browsing usage.
Internet properties with the greatest proportional increase in total unique audience through mobile Unique audience (millions)
Figure 4.7
7
3,517
4,376
519
4793 623
213
553
970
2,127
4,036
4,480
5,416
0 1000 2000 3000 4000 5000 6000
Cinema
Radio
Out of home
Direct Mail
Press brands
TV
Internet
Non-Digital Digital Overlap
Source: AA/Warc Advertising Expenditure Report 2013, http://expenditurereport.warc.com/ Note: Press brands is a consolidation of magazine brands and national and regional newsbrands. Digital TV spend is broadcaster VOD revenue. Overlap is the sum of digital spend across other sectors. To arrive at the total UK adspend of £17,172m, sum the end of bar totals and deduct the overlap.
UK advertising expenditure 2012 Expenditure (£ millions)
Figure 4.8
8
Source: IAB / PwC Digital Adspend 2008 – 2012
Digital advertising expenditure, by type: 2008 - 2012 £ millions
637 709 945 1,143 1,304
1,987 2,148 2,345
2,769 3,168 715 677
751 788
854
3,350 3,541 4,097
4,809 5,416
0
2000
4000
6000
2008 2009 2010 2011 2012
Other Classified Search Display
Figure 4.9
9
Source: IAB / PwC Digital Adspend 2008 – 2012
Video display advertising revenue: 2008-2012 Revenue (£millions)
12 28
54
109
160
0
50
100
150
200
2008 2009 2010 2011 2012
Figure 4.10
10
29 38 84
203
526
20 21
32
39 49
0
20
40
60
0
200
400
600
2008 2009 2010 2011 2012 Mobile Advertising Expenditure Internet on mobile phone take-up
Source: IAB / PwC Digital Adspend 2008 – 2012; Ofcom consumer research. Note: Take-up figures are from Q1 of the following year.
Mobile advertising expenditure, and mobile internet take-up Expenditure (£ millions) \ UK adult take-up (%)
Figure 4.11
11
50 53 65 68 69
48 44 33 30 29
2 3 2 3 2
0
20
40
60
80
100
2008 2009 2010 2011 2012
Classified SMS and other Display Search
Source: IAB / PwC Digital Adspend 2008 – 2012
Mobile advertising, by type, 2008-2012 Share of revenues (%)
Figure 4.12
12
Source: IAB / PwC Digital Adspend 2008 – 2012
Mobile display advertising revenues, by type and location: 2010- 2012 Revenue (%)
89 95 88
9 4 6
54 60
46 40
0%
20%
40%
60%
80%
100%
2010 2011 2012 2011 Location
2012 Location
Browser Ads
App Ads
Tenancies
Content Sponsorship
Other Display Formats
Video
Banners and text links
Figure 4.13
13
5.6 5.2 7.0
17.9 5.8 5.6
7.7
19.1
0
5
10
15
20
Almost every day At least once each week
Once to three times throughout
the month
Ever in month
Non-smartphone Smartphone
Source: comScore MobiLens, UK, 3 month average ending March 2013
Frequency with which mobile phone users recall seeing mobile advertising Mobile phone users 13+ (%)
Figure 4.14
14
15 18
13 16
30 24
18
10 6
25
4
19 21 17
23
34 29
22
13 8
26
4
0.0
10.0
20.0
30.0
40.0
UK Male Female 13-17 18-24 25-34 35-44 45-54 55+ Smart phone
Non Smart phone
Gender Age Handset
Mar-12 Mar-13
Source: comScore MobiLens, UK, 3 month average ending March 2012 and March 2013
Gender, age and handset of those who recall mobile advertising Mobile phone users 13+ (%)
Figure 4.15
15
55
51
45
49
9
9
22
15
26
21
20
19
12
16
12
20
0% 20% 40% 60% 80% 100%
Smartphone users who recall advertising
Smartphone users
Smartphone users who recall advertising
Smartphone users
Age
Gen
der
Male Female 13-17 18-24 25-34 35-44 45-54 55+
Source: comScore MobiLens, UK, 3 month average ending March 2013
Profile of smartphone users that recall mobile advertising Smartphone users 13+ (%)
4.2 INTERNET AND DEVICES
16
Figure 4.16
17
Source: Ofcom technology tracker, Q1 2012. Base: All adults aged 16+ (n=3772). Note 1: “Internet on mobile” is the % of adults who use a mobile phone for any of the following activities: Instant messaging, Downloading Apps or programs, Email, Internet access, downloading video, video streaming, visiting social networking sites. Note 2: From,Q1 2009 the ‘Internet’ figure includes those who access the internet on mobile phones. QE2: Do you or does anyone in your household have access to the Internet/Worldwide Web at HOME (via any device, e.g. PC, mobile phone etc)? / QE6: Which of these methods does your household use to connect to the Internet at home?
Household internet access: 2005-2013 Proportion of adults (%)
Source: Ofcom research, Quarter 1 2013 Base: Wireless router take-up - adults aged 16+ with a broadband connection at home (* from 2009 this is based on fixed broadband connections only). Fixed broadband penetration based on all adults aged 16+ (** prior to 2009 this is total broadband penetration).
Wireless router and broadband take-up: 2007 to 2013 Take-up (%)
Currently use wireless router* Fixed broadband penetration**
Figure 4.18
19
QE2: Do you or does anyone in your household have access to the internet/ Worldwide Web at home? Source: Ofcom technology tracker, Q1 2013. Base: All adults 16+ (n = 3750 UK, 456 16-24, 620 25-34, 1230 35-54, 589 55-64, 467 65-74, 388 75+, 794 AB, 1073 C1, 773 C2, 1108 DE, 1792 male, 1958 female)
Home internet access by age, socio-economic group, and gender Proportion of adults (%)
76 81
88 87
73
55
26
90 82
76
56
77 76 79
88 88 87
75
64
27
92 85
76
61
81 77 80
91 91 90
79
56
31
92 85
79
65
82 79
0
20
40
60
80
100
UK 16-24 25-34 35-54 55-64 65-74 75+ AB C1 C2 DE Male Female
2011 2012 2013
Figure 4.19
20
0
20
40
60
Laptop and desktop audience Mobile audience Digital audience
YoY growth YoY growth
10.6% 16.5%
4.1% 3.1%
Source: comScore MMX,UK, home and work panel, April 2011 to April 2013; comScore MMX Multi-Platform, UK, home and work panel, January 2013 to April 2013; comScore GSMA MMM, UK, April 2011 to April 2013.
Active internet audience on laptop, desktop, and mobile devices Unique audience (000)
Figure 4.20
21
0
1,000
2,000
3,000
Apr-
11
May
-11
Jun-
11
Jul-1
1
Aug-
11
Sep-
11
Oct
-11
Nov
-11
Dec
-11
Jan-
12
Feb-
12
Mar
-12
Apr-
12
May
-12
Jun-
12
Jul-1
2
Aug-
12
Sep-
12
Oct
-12
Nov
-12
Dec
-12
Jan-
13
Feb-
13
Mar
-13
Apr-
13
Laptop and desktop audience Mobile audience
YoY growth YoY growth
9.4% -12.6%
3.6% 22.7%
Source: comScore MMX, UK, home and work panel, April 2011 to April 2013; comScore GSMA MMM, UK, April 2011 to April 2013. Note: Time spent online excludes time spent accessing other media such as audio or video content, and on mobile excludes time spent using mobile apps.
Average time browsing per internet user across laptop, desktop and mobile Minutes spent browsing
Figure 4.21
22
10.6
42.4 47.7 46.3 45.5
29.5
7.0
36.6 38.3 39.3 40.2
29.3
0
10
20
30
40
50
60
6-14 15-24 25-34 35-44 45-54 55+
Male Female
Source: comScore MMX, home and work panel, April 2013 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 Average monthly hours online per internet user
Figure 4.22
23
Source: Ofcom research, Quarter 1 2013; Base: Adults aged 16+ n = 3750 Note:IP-enabled devices include laptop, games console (Xbox 360, PS3, Wii/Wii U), desktop PC, smartphone, portable games console (Nintendo DS range, Playstation Portable/Vita), internet enabled STB (all Virgin TV customers, Sky+ HD, BT Vision, and YouView), e-reader, tablet, netbook, and smart TV. *E-reader take-up stated here is household while elsewhere in the report we state figures by individual take-up.
Ownership of internet-enabled devices Household take-up (%)
Source: Ofcom research, Quarter 1 2013 Base: Adults aged 16+, AB n = 794, C1 n = 1073, C2 n = 773, DE n = 1108
Take-up among each social group of internet-enabled devices Take-up (%)
75
60 50
55
39
27 36 34
12 12
69
58 52
41 36
29 27 25
10 8
56 46
51 41
36 28
20 18
7 6
46 38
46
28 31 21
13 11 4 3
0
20
40
60
80
Laptop Smart- phone
Games Console
Desktop VOD Box
Portable Games Console
Tablet E-reader Netbook Smart TV
AB C1 C2 DE
Figure 4.25
26
14 13
14 15 15 12
8
5 3
1 0.1 0
25
50
75
100
0
5
10
15
20
None One Two Three Four Five Six Seven Eight Nine Ten n number of different devices
Own n no. of devices Own at least n no. of devices
Source: Ofcom research, Quarter 1 2013, Base: Adults aged 16+ n = 2256 Note: IP-enabled devices include laptop, games console (Xbox 360, PS3, Wii/Wii U), desktop PC, smartphone, portable games console (Nintendo DS range, Playstation Portable/Vita), VOD Box (all Virgin TV customers, Sky+ HD, BT Vision, and YouView), e-reader, tablet, netbook, and smart TV.
Number of different internet-enabled devices per household, Q1 2013 Proportion of households(%)
100 86 74 59 44 30 18 9 4 1.2 0.1
Figure 4.26
27
Source: Ofcom research, Quarter 1 2012; Base: Adults aged 16+ that own at least one IP enabled device n = 1946 (one device 286; two devices 321; three devices 338; four devices 328; five devices 271; six devices 191, seven devices 111.)Note:IP-enabled devices include laptop, games console (Xbox 360, PS3, Wii/Wii U), desktop PC, smartphone, portable games console (Nintendo DS range, Playstation Portable/Vita), VOD Box (all Virgin TV customers, Sky+ HD, BT Vision, and YouView), e-reader, tablet, netbook, and smart TV.
Device ownership, by number of different internet-enabled devices in the household Proportion of households that own device (%)
0%
20%
40%
60%
80%
100%
1 2 3 4 5 6 7 Number of different internet-enabled devices in household
Laptop
Smartphone
Games console
Desktop PC
VOD Box
Portable games console Tablet
E-reader
Netbooks
Smart TV
Figure 4.27
28
60 63 64
71 73 75
79 82
69 89
15 15
10 18 14 12
15 8
8 4
25 23
26 11
13 14
6 9
23 8
0% 20% 40% 60% 80% 100%
Health Automotive
Sports Property
Newspapers Retail
Entertainment news Beauty/Fashion/Style Feb-13 Total internet Mar-12 Total internet
Feb-
13
Desktop/Laptop Tablets Mobiles
Source: comScore Device Essentials, March 2012 and February 2013, UK Note: Desktop/laptop also includes Apple Mac computers. March 2012 data rebased to remove ‘Other’ sources of webpage views. Tablet figures are from BETA data.
Proportion of page views on desktop/laptop, tablet, and mobile devices % of all page views served
Figure 4.28
29
46 44 48 45 44 49 46 46 50 45 43
28 31 26 16 19
29 43 31 24 29 29
15 14 15 25 26 11
4 10 15 15 19
8 8 7 8 8 9 5 9 8 9 4
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
Tablet
Smartphone
Desktop
Laptop
Source: Ofcom research, Q1 2013 Base: All adults aged 16+ who use the internet at home or elsewhere (n = 2918 UK). Question: Which is the most important device you use to connect to the internet, at home or elsewhere? “Other” responses include: “Netbook”, “Games console”, “Other device”, “None” and “don’t know”.
Most important device for internet access Internet users (%)
Figure 4.29
30
43
34
34
61
33
21
15
15
17
22
23
20
16
13
19
10
30
32
7
25
0% 20% 40% 60% 80% 100%
Of those with a smartphone
Of those with a smartphone and who personally use a tablet
Of those who personally use a tablet
Of those with a laptop
Of those with a desktop and laptop in the household, and who personally use a smartphone and tablet
Laptop Desktop Smartphone Tablet Other
Most important device for internet access by device ownership Device owners (%)
Source: Ofcom research, Q1 2013 Base: All adults aged 16+ who use the internet at home or elsewhere (n = 2918 UK). Question: Which is the most important device you use to connect to the internet, at home or elsewhere? “Other” responses include: “Netbook”, “Games console”, “Other device”, “None” and “don’t know”.
Figure 4.30
31
Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in January to February 2013 QE2/ QE24 – Do you or does anyone in your household have access to the internet / world wide web at home (via any device)?/ How likely are you to get internet access at home in the next 12 months? Base: All adults aged 16+ (5812 aged 16+ in 2008, 6090 aged 16+ in 2009, 9013 aged 16+ in 2010, 3474 aged 16+ in 2011, 3772 aged 16+ in 2012, 3750 aged 16+ in 2013).
Internet take up and intentions: 2008 - 2013 Adults (%)
65 70 73 76 79 80
6 5 5 4 4 3
8 3 4 3 2 2 21 22 17 17 15 14
0%
20%
40%
60%
80%
100%
2008 2009 2010 2011 2012 2013
Don't intend to get
Don't know if will get
Likely to get in next 12 months Internet connection at home
Figure 4.31
32
Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in January to February 2013 QE2/ QE24 – Do you or does anyone in your household have access to the internet / world wide web at home (via any device)?/ How likely are you to get internet access at home in the next 12 months? Base: All adults aged 16+ (5812 aged 16+ in 2008, 6090 aged 16+ in 2009, 9013 aged 16+ in 2010, 3474 aged 16+ in 2011, 3772 aged 16+ in 2012, 3750 aged 16+ in 2013).
Internet take-up and intentions, by demographic group Adults (%)
91 91 92 87 79 56
31
92 85 79 65
82 79
5 5 2 2
2
3
2
3 2
6
3 3
1 2 4 8 16 38
63
6 10 15 25
13 14
0%
20%
40%
60%
80%
100%
16-24 25-34 35-44 45-54 55-64 65-74 75+ AB C1 C2 DE Male Female
Don't intend to get
Don't know if will get
Likely to get in next 12 months
Internet connection at home
Figure 4.32
33
IN17/ IN18– Can you tell me what your reasons are for not getting internet access at home? (Unprompted responses, multi-coded)/ And what is your main reason for not getting internet access at home? (Unprompted responses, single coded) Base: All adults aged 16+ who do not intend to get internet access at home (930 in 2005, 743 in 2007, 410 in 2009, 478 in 2010, 328 in 2011, 305 in 2012). Significance testing shows any change between 2011 and 2012. Percentages may add to more than 100% as respondents can nominate more than one reason. Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in September to November 2012
Stated reasons for not intending to get home internet access in the next 12 months: 2005, 2007, 2009, 2010, 2011 and 2012 Adults do not intent to get the internet (%)
82
18 7 2 2
82
21 15 2 1
72
31 23
11 6 2
78
35 26
17 6 2
78
30 20 14 8
1
85
23 19 14 3 2
0
20
40
60
80
100
Interest (e.g. Not
interested in the internet, wouldn’t
use it)
Cost (e.g. I can’t afford
a computer, it’s too expensive)
Ownership/ availability
(e.g. I don’t have a computer)
Knowledge (e.g. Don’t know
how to use a computer)
Concerns (e.g. Worried
about security/ ID theft)
Access elsewhere (e.g. Can use the internet at work/
elsewhere)
2005 2007 2009 2010 2011 2012
Figure 4.33
34
8 9 11 11 12 14 14 15 16 18
84 84 81 80 80 78 79 78 76 76
8 7 8 9 7 8 7 8 8 6
0% 20% 40% 60% 80% 100%
Watch online or download catch-up TV or on demand films
Use social networking sites like Facebook
Make phone calls over the internet for free
Complete government processes online
Buy things over the internet
Find out information from your local government
Use price comparison websites to find cheaper deals or offers
Look at information on hobbies or interests
Find out about local services such as cinemas and restaurants
Use e-mail to contact friends and relatives
Interested Not interested Don't know Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in September to November 2012 IN10A-K – I’m going to read out some different types of tasks associated with the internet, PCs or laptops, and for each one please say which of the options on the card applies to you. (Prompted responses, single coded) Base: Adults aged 16+ who do not use the internet at home or elsewhere (542 in 2009, 628 in 2010, 454 in 2011, 424 in 2012) – significance testing shows any change between 2011 and 2012
Interest in internet activities among non-users: 2012 Non-users (%)
4.3 WEB-BASED CONTENT
35
36
QE5. Which, if any, of these do you use the internet for? NB Question wording for QE5 prior to 2013 asked about household use of the internet at home. In 2013 QE5 asked about individual use of the internet anywhere. Source: Ofcom research, Quarter 1 2013 Base: Adults aged 16+ with a broadband connection at home (n= 2666 UK)
Listening to radio Uploading/ adding content to internet
Instant messaging Finding/ downloading info for college
Playing games Downloading music/films/video clips
Find health information Watching video clips/ webcasts
Using local council/ Government websites Finding/ downloading info for work
TV/ Video viewing Using social networking sites
Banking Purchasing goods/services
Sending and receiving email General surfing/browsing
Any
Used in the past week
Use less often
Figure 4.34 Claimed use of the internet for selected activities
Figure 4.35
37
43.6
34.1 32.5 32.4 26.4 26.2 23.6 23.4 22.7 22.5
96
75 71 71
58 57 52 51 50 49
0
20
40
60
80
100
0
10
20
30
40
50
Google Sites
Microsoft Sites
Amazon Sites
Facebook BBC Sites
Yahoo! Sites
Wikimedia Foundation
Sites
eBay Apple Inc.
Glam Media
Unique audience Active reach
Source: comScore MMX Multi-Platform, UK, April 2013 All sites listed are at the property level. Please note MMX Multi-Platform includes laptop/desktop browsing, laptop/desktop video streams, on-network mobile browsing usage.
Top 10 most popular internet properties among the digital audience Unique audience (millions) / Active reach (%)
Figure 4.36
38
61 66
78 84 90
105 150
166 458
486
0 100 200 300 400 500 600
BBC Sites Perform Sports
DAILYMOTION.COM Trader Media Group
TUMBLR.COM* Microsoft Sites
eBay Yahoo! Sites Google Sites
Facebook
Source: comScore MMX Multi-Platform, UK, April 2013 Note: All sites listed are at the property level. Time spent online is a measure of time spent laptop/desktop webpage browsing and on-network mobile webpage browsing. It excludes time spent accessing audio content and on mobile apps. * Indicates that the entity has assigned traffic to certain pages in the domain to other entities
Top 10 internet properties among the digital audience, by time spent Minutes per visitor per month
Figure 4.37
39
88 81
50
24 24
1
18 16 5
0
20
40
60
80
100
Digital reach Laptop/desktop reach Mobile reach
Google Search [C] Bing [M] Yahoo! Search [C]
Source: comScore MMX Multi-Platform, UK, April 2013 Please note MMX Multi-Platform includes laptop/desktop browsing, laptop/desktop video streams, and on-network mobile browsing.
Active reach of search websites across digital, laptop/desktop and mobile audiences: April 2013 Share of audience (%)
Figure 4.38
40
81
96
65
7
1
26
12
2
9
0% 20% 40% 60% 80% 100%
Yahoo! Search [C]
Bing [M]
Google Search [C]
Laptop/Desktop Only Laptop/Desktop and Mobile Mobile Only
Source: comScore MMX Multi-Platform, UK, April 2013 Please note MMX Multi-Platform includes laptop/desktop browsing, laptop/desktop video streams, and on-network mobile browsing.
Overlap of audiences between platforms: April 2013 Share of audience (%)
Figure 4.39
41
0
10
20
30
40
Google Search [C] Bing [M] Yahoo! Search [C]
Source: comScore MMX, UK, home and work panel, May 2010 to April 2013 Note: Change in methodology in February 2011
Laptop and desktop unique audience of selected search websites: May-10 to Apr-13 Unique audience (millions)
Figure 4.40
42
0
5
10
15
20
Apr-
11
May
-11
Jun-
11
Jul-1
1
Aug-
11
Sep-
11
Oct
-11
Nov
-11
Dec
-11
Jan-
12
Feb-
12
Mar
-12
Apr-
12
May
-12
Jun-
12
Jul-1
2
Aug-
12
Sep-
12
Oct
-12
Nov
-12
Dec
-12
Jan-
13
Feb-
13
Mar
-13
Apr-
13
Google Search [C] Yahoo! Search [C] Bing [M]
Source: comScore GSMA MMM, UK, browser access only, on network, April 2011 to April 2013
Mobile unique audience of selected search websites: Apr-11 to Apr-13 Unique audience (millions)
Figure 4.41
43
Source: Ofcom Consumer Research Q1 2013 Base: All adults aged 16+ (n = 5812 Q1 2008, 1581 Q3 2008, 6090 Q1 2009, 9013 Q1 2010, 3474 Q1 2011, 3772 Q1 2012, 3750 Q1 2013) QE5. Which, if any, of these do you use the internet for? NB Question wording for QE5 prior to 2013 asked about household use of the internet at home. In 2013 QE5 asked about individual use of the internet anywhere.
Proportion of adults who access social networking sites at home Adults 16+ (%)
45
77 69
49
24
12
2
49 52
41 37
42 48
0%
20%
40%
60%
80%
UK 15-24 25-34 35-54 55-64 65-74 75+ AB C1 C2 DE Male Female
Figure 4.42
44
69
57
23 24 20
7 12 8 4 1 2 1 0
20
40
60
80
Laptop/desktop reach Mobile reach
Facebook Twitter Linkedin Google Plus Myspace Friends Reunited Source: comScore MMX Multi-Platform, UK April 2013; comScore MobiLens, UK, April 2013, mobile internet users 13+ Note: Entities cited from comScore MMX MP: FACEBOOK.COM [M], TWITTER.COM [P], Linkedin [P], Google Plus [E], Myspace [P], Friends Reunited Group [P] and includes laptop/desktop browsing and laptop/desktop video streams.
Active reach of social networking websites across laptop/desktop and mobile audiences: April 2013 Active reach (%)
Figure 4.43
45
0
10
20
30
40
May
-10
Jul-1
0
Sep-
10
Nov
-10
Jan-
11
Mar
-11
May
-11
Jul-1
1
Sep-
11
Nov
-11
Jan-
12
Mar
-12
May
-12
Jul-1
2
Sep-
12
Nov
-12
Jan-
13
Mar
-13
May
-13
FACEBOOK.COM [M] TWITTER.COM [P] Linkedin [P]
Google Plus [E] Myspace [P] Friends Reunited Group [P]
Source: comScore MMX, UK, home and work panel, May 2010 to April 2013 Note: Change of methodology in February 2011
Unique audience of selected social networking websites on laptop/desktop computers: May-10 to May-13 Unique audience (millions)
Figure 4.44
46
0
5
10
15
20
Apr-
12
May
-12
Jun-
12
Jul-1
2
Aug-
12
Sep-
12
Oct
-12
Nov
-12
Dec
-12
Jan-
13
Feb-
13
Mar
-13
Apr-
13
Facebook Twitter LinkedIn Google Plus Myspace Friends Reunited
Source: comScore MobiLens, UK, April 2012 to April 2013 Base: Mobile internet users 13+
Unique audience of selected social networking websites on mobile phones: Apr-12 to Apr-13 Unique audience (millions)
Figure 4.45
47
12
3
0
27
28
2
3
2
2
5
15
6
2
29
33
337 147 484
0 100 200 300 400 500
0 10 20 30 40 50
Friends Reunited Group [P]
Myspace [P]
Google Plus [E]
Linkedin [P]
TWITTER.COM [P]
FACEBOOK.COM [M]
Laptop/Desktop Mobile
Source: comScore MMX Multi-Platform, UK, April 2013, Note: Time spent online is a measure of time spent laptop/desktop webpage browsing and on-network mobile webpage browsing. It excludes time spent accessing audio content, and excludes mobile applications on mobile phones.
Time spent on social networking sites across laptop, desktop and mobile Minutes per visitor per month
Figure 4.46
48
69 75
67
54
33
#N/A
58 55 59
72
89 100
0
20
40
60
80
100
Facebook Twitter LinkedIn Google Plus Myspace Friends Reunited
Application Browser
Source: comScore MobilLens, UK, 3 month average ending April 2013
Application and browser access of social networks on a mobile phone Proportion of unique audience (%)
Figure 4.47
49
34 33
2
38 37
4 3 2 0
10
20
30
40
50
Any Facebook Places
Google Plus Instagram Foursquare
Apr-12 Apr-13
Source: comScore MobiLens, UK, 3 month average ending April 2012 and April 2013 Base: UK mobile phone users 13+ who used a social network ever in a month
Use of check-in services by mobile social networkers Proportion of mobile social networkers (%)
Figure 4.48
50
74
32
14
2 11
2 4 1 0
20
40
60
80
Laptop/desktop reach Mobile reach
YouTube Vimeo Daily Motion MSN Video Source: comScore MMX Multi-Platform, UK, April 2013; comScore MobiLens April 2013, UK, mobile internet users 13+ Note: Entities from comScore MMX MP were YOUTUBE.COM* [M], Vimeo [P], DAILYMOTION.COM [P], MSN Video [C] and include laptop/desktop browsing and laptop/desktop video streams. * Indicates that the entity has assigned traffic to certain pages in the domain to other entities.
Reach of online video services on laptop, desktop and mobile: April 2013 Active reach (%)
Figure 4.49
51
0
10
20
30
May
-10
Jul-1
0
Sep-
10
Nov
-10
Jan-
11
Mar
-11
May
-11
Jul-1
1
Sep-
11
Nov
-11
Jan-
12
Mar
-12
May
-12
Jul-1
2
Sep-
12
Nov
-12
Jan-
13
Mar
-13
May
-13
YOUTUBE.COM* [M] DAILYMOTION.COM [P] Vimeo [P] MSN Video [C]
Source: comScore MMX, UK, home and work panel, May 2010 to May 2013 Note: Data before February 2011incomparable because of a change in methodology. * Indicates that the entity has assigned traffic to certain pages in the domain to other entities.
Unique audience of selected online video websites on laptop and desktop computers: May-10 to May-13 Unique audience (millions)
Figure 4.50
52
0
3
6
9
12
15
0
200
400
600
800
1000
May
-09
Jul-0
9
Sep-
09
Nov
-09
Jan-
10
Mar
-10
May
-10
Jul-1
0
Sep-
10
Nov
-10
Jan-
11
Mar
-11
May
-11
Jul-1
1
Sep-
11
Nov
-11
Jan-
12
Mar
-12
May
-12
Jul-1
2
Sep-
12
Nov
-12
Jan-
13
Mar
-13
May
-13
Average weekly internet sales Internet sales as a proportion of all retailing
Source: Office for National Statistics, Retail Sales Statistical Bulletin, May 2009 to May 2013 http://www.ons.gov.uk/ons/rel/rsi/retail-sales/may-2013/rft-rsi-tables-may-2013.xls Note: This data is for Great Britain only and excludes Northern Ireland, the Isle of Man, or the Channel Islands.
GB internet retail sales Sales (£m) / All retailing excluding automotive fuel (%)
Figure 4.51
53
52 50
16
51 50
14 21 19
6
18 16 6
14 13 3
10 9 2
9 9 2
9 8 2
8 7 2
8 7 2
0
20
40
60
Digital reach Laptop/desktop reach Mobile reach Amazon [M] eBay Sites [M] Argos [M] TESCO.COM* [M] Asda [M] NEXT.CO.UK [M] MARKSANDSPENCER.COM [M] ASOS.COM [M] John Lewis [M] DEBENHAMS.COM [M]
Source: comScore MMX Multi-Platform, UK, April 2013. Note: Please note MMX Multi-Platform includes laptop/desktop browsing, laptop/desktop video streams, on-network mobile browsing usage.
Active reach of online retail websites across platforms: April 2013 Active reach (%)
Source: comScore GSMA MMM, UK, browser access only, on network, April 2011 to April 2013
Mobile unique audience of selected online retailers: Apr-11 to Apr-13 Unique audience (millions)
Figure 4.54
56
14
13
16
17
16
22
17
17
20
20
21
25
0 5 10 15 20 25 30
Found coupons or deals
Checked product availability
Researched product features
Compared product prices
Purchased goods or services
Found store location
Apr-13 Apr-12
Source: comScore MobiLens, UK, 3 month averages ending April 2013 and April 2012 Base: mobile internet users 13+
Mobile retail activities conducted by mobile internet users Mobile internet users (%)
Figure 4.55
57
14
16
25
25
23
24
12
11
8
7
5
6
3
4
9
8
0% 20% 40% 60% 80% 100%
Apr-13
Apr-12 Less than £20 £21 - £50 £51.00 - £100 £101 - £150 £151 - £200 £201 - £250 £251 - £300 Over £300
Source: comScore MobiLens, UK, 3 month averages ending April 2013 and April 2012 Base: mobile internet users 13+ who have purchased goods or services
Amount spent on goods and services among mobile internet shoppers Mobile internet shoppers (%)
Figure 4.56
58
12.6 9.8 10.9
6.0 7.6
3.6 4.4 3.7 2.9 3.8
13.5 11.3 10.6
8.3 7.4 5.0 4.7 4.6 4.2 3.5
0
5
10
15 May-12 May-13
Source: comScore MMX, UK, home and work panel, May 2012 and May 2013 † The unduplicated audience of BBC News [C] and BBC.co.uk Home Page [C] ‡ The unduplicated audience of Yahoo! News [S] and Yahoo! Finance [S]
Active reach of selected news websites on laptop and desktop computers Unique audience (millions)
Figure 4.57
59
10.4
3.3 1.3 1.4 1.8 1.0 0.5 0.7 0.6
13.2
4.0 2.6 1.8 1.7 1.2 1.0 0.9 0.9 0.8
0
5
10
15 Apr-12 Apr-13
NA
Source: comScore MobiLens, UK, 3 month averages ending April 2013 and April 2012 Base: mobile internet users 13+
Unique audience of selected news brands on mobile for world/national/ local news Unique audience (millions)
Figure 4.58
60
19
16
17
15
17
17
53
48
0 20 40 60
Apr-13
Apr-12 Almost every day
At least once each week
Once to three times throughout the month
Source: comScore MobiLens, UK, 3 month averages ending April 2013 and April 2012 Base: mobile internet users 13+
Frequency of accessing news among mobile internet users Mobile internet users (%)
