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8/10/2019 UK Digital Market Overview June 2013
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comScore, Inc. Proprietary.
UK Digital Market Overview
Your mo nthly sn apshot of dig i ta l audience trends
If you have any questions, please contact:
Ayaan [email protected]
Scott [email protected]
mailto:[email protected]:[email protected]:[email protected]:[email protected]8/10/2019 UK Digital Market Overview June 2013
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comScore, Inc. Proprietary. 2
Executive Summary
Britons surfing the web via PC remained strong at 44.6m unique users, with video consumption
growing slightly month on month. On-network mobile browsing was the story in April with an overall
month on month increase of almost 3% to 28m with daily visitors increasing 10% to almost 11m.
This months demographic spotlight is on high income households. To a degree, usage reflected what
was happening in the UK at large:
The political category indexed as the most visited content type for the group. Local elections driving
visitation to BBC News Politics, Guardian Politics, HuffPost Politics and AboutMyVote.co.uk in particular.
Broader interest in the economy was also reflected with a strong showing for Economist.com
Interest in family matters was demonstrated with Education-Information being the second most visited
category, with About.com Education, TES.co.uk and UCAS.com all ranking highly within that sector.Gaming sites such as Valve and community sites such as CraveOnline also reflect the wide scope of
interest within these high income internet users and why its important for media planners to consider all
aspects of this groups usage to extend online campaign touch point opportunities.
Food Retailing is our Multi-Platform spotlight this month and, whilst it is unsurprising to find the major
supermarkets dominate, the extent to which on-network mobile browsing adds to their total audience is;
Tesco added 1.1m unique users to their audience via mobile, reflecting the advantages of offering aservice convenient to the user
Just-Eat achieved a top five position, further demonstrating the increasing usage of mobile in all aspects
of consumers lives and the growing value of convenience when it comes to food.
UMG swapped places with VEVO to become the top UK YouTube partner channel, whilst IODA dropped
out of the top 10 ranking, being replaced by The Orchard.
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Content
UK DIGITAL MARKET OVERVIEW
Top 10 Web Properties 5
Top 10 Online Video Properties 6
Top 10 Mobile Properties 7
DEMOGRAPHIC SNAPSHOT: HH INCOME GROUP 50K+
Top 10 Categories 9
Top 10 Websites 10
MULTI-PLATFORM AND MOBILE
Mobile Spotlight 12
Incremental Audience via Mobile in Retail-Food Category 13
ONLINE VIDEO HIGHLIGHTS
Top 10 YouTube Partner Channels 15
Methodology 16
About comScore 20
About UKOM 21
8/10/2019 UK Digital Market Overview June 2013
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comScore, Inc. Proprietary.
comScore, Inc. Proprietary.
UKDIGITAL MARKET OVERVIEW
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comScore, Inc. Proprietary. 5Source: comScore MMX, April 2013, UK, Age 6+
*Please note that MMX data accounts for PC browsing only
Top 10 Web Properties on PC44.6 Million Brits Surfed the Web During the Month, 34.6 Million Average Daily Visitors
40,023
33,174
30,167
24,919
24,462
23,581
22,454
21,369
20,755
17,027
Google Sites
Microsoft Sites
Yahoo! Sites
Amazon Sites
BBC Sites
eBay
Wikimedia Foundation Sites
Glam Media (Incl. Mail Online)
Apple Inc.
TotalUniqueVis
itors(000)
Apr-13
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comScore, Inc. Proprietary. 6Source: comScore Video Metrix, April 2013, UK, 6+* Please note that this ranking is for content videos and excludes ad videos and
untagged DRM (digital rights management) content is not currently included
Top 10 Online Content Video Properties36.7 Million Video Viewers During the Month, 17.7 Million Average Daily Viewers
31,531
20,603
15,668
10,855
10,694
9,616
7,514
5,405
5,173
4,638
Google Sites
Amazon Sites (Incl. AmazonWeb Services)
VEVO
Viacom Digital
BBC Sites
Collective Video
Vimeo
AOL, Inc.
Yahoo! Sites
TotalUniqueViewers(000)
Apr-13
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Top 10 On-Network Mobile Properties28 Million On-Network Mobile Visitors via Browser, 10.8 Million Average Daily Visitors
17,143
9,122
6,465
5,560
5,432
4,794
3,948
3,909
3,372
3,007
Google Sites
BBC Sites
Yahoo! Sites
Wikimedia Foundation Sites
Amazon Sites
Terra - Telefonica
Glam Media (Incl. Mail Online)
Microsoft Sites
Vodafone Group
TotalUniqueMobileVisitors(000)
Apr-13
Source: comScore GSMA MMM, April 2013, UK
*Please note that this data includes on-network browsing only
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DEMOGRAPHIC SNAPSHOT: HH INCOME 50K+
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comScore, Inc. Proprietary. 9Source: comScore MMX, April 2013, UK, 6+,
**Composition Index = % of Online Visitors by Demographic Segment/% of Total Internet
Users from the Demo Segment x 100; Index of 100 indicates average representation
Top Categories Visited by Persons with Household Income of 50K+Politics & Education Information Popular Amongst High Income Households
134 131 130 130 129 128 127 126 123 122
0
20
40
60
80
100
120
140
160
Indexof100=
AverageInternetAudience Index* for High Income Households (50K+): Likelihood compared to Total Internet Audience
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comScore, Inc. Proprietary. 10Source: comScore MMX, April 2013, UK 6+
**Composition Index = % of Online Visitors by Demographic Segment/% of Total Internet
Users from the Demo Segment x 100; Index of 100 indicates average representation.
Top Sites Visited by Persons with Household Income of 50K+High Income Households are More Likely to Visit Valve Corporation & Wikia
159
156
149
148
148
148
145
141
139
138
Valve Corporation
Wikia Sites
CraveOnline (Evolve Media LLC.)
Tumblr.com
Future Publishing Limited
Federated Media Publishing
Spotify
Dictionary.com Network
ToneMedia
Wikihow.com
Index* for High Income Households (50K+): Likelihood compared to Total Internet Audience
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MULTI-PLATFORM AND MOBILE
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comScore, Inc. Proprietary. 12Source: comScore GSMA MMM, April 2013, UK
*Please note that this data includes on-network browsing via app and browser
Top 10 On-Network Mobile Properties Ranked by % ReachBrowser & App Access Combined, Google Sites Reach 66% of UK Mobile Users
66%
38%
34%
30%
21%
21%
19%
16%
15%
14%
Google Sites
Apple Inc.
BBC Sites
Amazon Sites
Yahoo! Sites
Wikimedia Foundation Sites
Microsoft Sites
Terra - Telefonica
eBay % Reach
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comScore, Inc. Proprietary. 13Source: comScore MMX Multi-Platform, April 2013, UK, 6+
*Please note MMX Multi-Platform includes PC browsing, PC video streams,
on-network mobile browsing usage
Multi-Platform Usage in the UK Retail-Food CategoryJust-Eat Group Extends Reach by 14% When Accounting for Mobile
9,801
5,381
3,271
1,9241,887
8,664
4,844
3,050
1,809 1,651
1,852
731308 166 319
1,137 537 220 115 236
Tesco Stores ASDA.co.uk Sainsburys Asda Groceries Just-Eat Group
Total Digital Population (000)PC (Web & Video) Unique Visitors/Viewers (000)Total On-Network Mobile Browsing Unique Visitors (000)Exclusive On-Network Mobile Browsing Unique Visitors (000)
Incremental Audience (%) via
On-Network Mobile Browsing
+13%
+11%
+7%
+6% +14%
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ONLINE VIDEOHIGHLIGHTS
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comScore, Inc. Proprietary. 15Source: comScore Video Metrix, April 2013, UK, 6+
*Please note this data includes content videos only
Top 10 YouTube Partner Channels Ranked by Unique ViewersUMG Overtakes VEVO To Become Most Popular UK YouTube Partner Channel
10,932
10,775
10,530
9,700
7,317
7,293
6,744
6,482
5,920
5,511
UMG @ YouTube
VEVO @ YouTube
SonyBMG @ YouTube
Warner Music @ YouTube
FullScreen @ YouTube
Outrigger Media - EMI @ YouTube
The Orchard @ YouTube
Maker Studios Inc. @ YouTube
ZEFR @ YouTube
Base79 @ YouTubeTotal Unique Viewers
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METHODOLOGY
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Methodology and Definitions
This report utilises data from the comScore suite of UKOM approved
products, namely comScore MMX, comScore Video Metrix and
comScore MMX Multi-Platform, as well as comScore GSMA Mobile
Media Metrics (MMM) which is pending UKOM approval.
comScore MMX Multi-Platform
This syndicated audience measurement service reports on digital media
usage across platformscomputer (laptops, desktops), mobile (feature
phones and smartphones), and video. MMX Multi-Platform measurement
in the UK includes PC browsing, PC video streams and on-network
mobile usage. It currently excludes mobile apps, off-network mobile
usage, mobile video and tablet usage but these will be added throughout
the course of 2013. MMX Multi-Platform incorporates comScore MMX,comScore Video Metrix and comScore GSMA MMM.
comScore MMX
The comScore MMX suite of syndicated products sets the standard for
digital audience measurement and media planning. It is powered by
Unified Digital Measurement, the measurement approach that bridges
panel-based and website server-based metrics to account for browsing
on PC. MMX delivers the most accurate suite of audience metrics,providing valuable demographic measures, such as age, gender,
household income and household size. MMX reports on more than
35,000 UK properties.
For more information please visit:
http://www.comscore.com/Products/Audience_Analytics/MMX
http://www.comscore.com/Products/Audience_Analytics/MMXhttp://www.comscore.com/Products/Audience_Analytics/MMX8/10/2019 UK Digital Market Overview June 2013
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comScore, Inc. Proprietary. 18
Methodology and Definitions
comScore GSMA Mobile Media Metrics (MMM)
GSMA Mobile Media Metrics (MMM) is a partnership between theGSM Association (GSMA), comScore, and the UKs 4 mobileoperators: O2, Vodafone, EverythingEverywhere and 3UK. GSMA
MMM aligns the power of connected mobile data with Wi-Fi activityand demographics to unveil the most powerful view of the who, thewhat and the where of mobile web via a secure, industry-auditedprocess.
The mobile network operators provide irreversibly anonymised census-level data for mobile internet usage. Demographic data is ascribedonto the unique persistent ID for each anonymous user in the operatordata. Wi-Fi usage, not seen in the mobile network traffic, is captured inserver-side logs of media owners and overlaid onto the operator datato create the most comprehensive view of connected mobile activity inthe UK.
For more information, please visit:http://www.comscore.com/Products_Services/Product_Index/GSMA_Mobile_Media_Metrics_MMM
comScore Video Metrix
comScore Video Metrix provides transparent, end-to-end video
measurement and uses robust duration measurement to revealengaged time spent viewing online video, along with the unique abilityto separate advertising and content.
For more information, please visit:http://www.comscore.com/Products/Audience_Analytics/Video_Metrix
http://www.comscore.com/Products_Services/Product_Index/GSMA_Mobile_Media_Metrics_MMMhttp://www.comscore.com/Products_Services/Product_Index/GSMA_Mobile_Media_Metrics_MMMhttp://www.comscore.com/Products/Audience_Analytics/Video_Metrixhttp://www.comscore.com/Products/Audience_Analytics/Video_Metrixhttp://www.comscore.com/Products/Audience_Analytics/Video_Metrixhttp://www.comscore.com/Products_Services/Product_Index/GSMA_Mobile_Media_Metrics_MMMhttp://www.comscore.com/Products_Services/Product_Index/GSMA_Mobile_Media_Metrics_MMM8/10/2019 UK Digital Market Overview June 2013
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comScore, Inc. Proprietary. 19
Methodology and Definitions
Census Informed Targets (CIT)
With January 2013 UK data, comScore enhanced its panelist weighting
methodology to leverage insights gained from the comScore Census
Network, through a technique called Census Informed Targets (CIT).This was introduced as part of the UKOM commitment to control for
behavioural bias in the panel and ensure that comScorespanel is a
better representation of UK online behaviours.
With CIT, the consumption intensity controls will now be based on Page
Views as opposed to duration; this is because tag informed Page Views
(or more accurately, census tag hits) is a metric that can be observed
both in the census data, and in the panel.
Due to this methodology change, caution should be taken when makingyear to year trend comparisons.
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comScore, Inc. Proprietary. 20
comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering
insights on web, mobile and TV consumer behaviour that enable clients to maximise the value of their
digital investments.
A preferred source of digital audience measurement, comScore offers a variety of on-demand software
and custom services within its four analytics pillars: Audience Analytics, Advertising Analytics, Digital
Business Analytics and Mobile Operator Analytics. By leveraging a world-class technology infrastructure,
the comScore Census Network (CCN) captures trillions of digital interactions a month to power big
data analytics on a global scale for its more than 2,000 clients, which include leading companies such as
AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN, France Telecom, Financial Times, Fox,
LinkedIn, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Universal McCann, Verizon,
ViaMichelin and Yahoo!.
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comScore, Inc. Proprietary. 21
UKOMs objective is to set and oversee the delivery of a credible industry standard for digital audience
measurement. That means quantifying audiences in terms of people, not browsers or machines.
UKOMs governance structure involves all sides of the industry, to ensure that comScore services meet
our collective needs fully and fairly.
The whole UK media industry is involved in setting and overseeing UKOM standards through its
Technical and Commercial Committees, and the UKOM Board.
UKOM and comScore work to an agreed process for product approval, from agreeing concepts, to
approved data publication, and continuous assessment.
Find out more at: http://www.ukom.uk.net/
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STAY CONNECTED
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comScore, Inc. Proprietary.
If you have any questions, please contact:
Ayaan [email protected]
Scott [email protected]
For more information, please visit:
www.comscore.com
http://www.ukom.uk.net
mailto:[email protected]:[email protected]://www.comscore.com/http://www.ukom.uk.net/http://www.ukom.uk.net/http://www.ukom.uk.net/http://www.comscore.com/mailto:[email protected]:[email protected]