18
UK Digital Market Overview Summary Dec 2017 A presentation to IAB Mobile Steering Group January 2018 If you have any questions, please contact: [email protected]
UKDigitalMarketOverviewSummary
Dec2017
ApresentationtoIABMobileSteeringGroupJanuary2018Ifyouhaveanyquestions,please
contact:[email protected]
UsagebyPlatform
3
Total Unique Visitors (000s)
BreakdownofDigitalUniqueVisitorsbyPlatform
Source:comScoreMMXMulti-Platform,Dec2017,UK,Adults18+MMXMulti-Platformincludesdesktopbrowsing,desktopvideostreams,smartphonebrowsing&apps,tabletbrowsing&apps
*Desktoprefersto‘Desktop,laptopandnotebook.Totalmobilereferstosmartphoneandtabletusagecombined
Age18+
6-17yrs
42,02331,511
37,46531,736
20,190
5,915
5,915
TotalDigitalPopulation
DesktopMobileAllSmartphones
AllTablets
Smartphoneovertakesdesktopfor18+reach
4
SmartphoneWeb9%TabletWeb
3%
SmartphoneApp51%
TabletApp10%
Desktop27%
ShareofTotalMinutes
Source:comScoreMMXMulti-Platform,Dec2017,UK,Adults18+MMXMulti-Platformincludesdesktopbrowsing,desktopvideostreams,smartphonebrowsing&apps,tabletbrowsing&apps
*Desktoprefersto‘Desktop,laptopandnotebook.Totalmobilereferstosmartphoneandtabletusagecombined
ShareofMinutesbyPlatform&MobileAccessMobileAppsaccountfor61%ofallMinutes
Appsaccountfor
83%ofTOALMOBILEminutesAppsaccountfor83%of
totalmobileminutes
Mobileaccountsfor73%oftimespentonline
Smartphoneaccountsfor60%oftimeonline
5
60%
73%
62%
63%
58%
46%
54%
66%
13%
9%
9%
12%
15%
21%
11%
15%
27%
18%
29%
25%
28%
33%
35%
19%
18+
18-24
25-34
35-44
45-54
55+
Males:18+
Females:18+
ShareofMinutes
Smartphones Tablets Desktop
PlatformShareofMinutesbyAge&GenderMillennials&femalesspendgreatestshareoftimeonmobiledevices
Smartphonesharedecreaseswithincreasingagebut55+havethegreatesttabletshare
Females18+spend81%oftheirtimeonlineon
mobiledevicescomparedtoonly65%formales.
Source: comScore MMX Multi-Platform, Dec 2017, UK Adults 18+
MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps
6
14.5
28.1
7.1
TotalDigitalPopulation Desktop Mobile
AverageMinutesperVisitbyPlatform
Average minutes per visit by platform
Source: comScore MMX Multi-Platform, Dec 2017, UK Adults 18+
MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps
Mobilefor‘snacking.’
Sessionsonly¼ lengthofpcsessions
TopProperties:TotalDigitalPopulation
8
46,61441,44740,98940,41140,232
38,80033,69733,385
31,59130,91130,306
26,28226,011
25,17024,777
22,54222,46822,117
21,30019,987
GoogleSitesFacebookBBCSites
MicrosoftSitesAmazonSites
OatheBay
TrinityMirrorGroupSkySites
NewsUKSitesMailOnline/DailyMail
AppleInc.Twitter
WikimediaFoundationSitesPayPal
TheGuardianSnapchat,Inc
Independent&EveningStandard…TelegraphMediaGroup
TripAdvisorInc.
TotalUniqueVisitors/Viewers(000s)=47,938
Top20Propertiesby‘UniqueVisitors’- TotalDigitalPopulationGooglereaches97%oftheUKOnlinepopulation
Oathaudienceofnearly39million.AddingMicrosoftDisplayadvertisingproducts
(Outlook/SkypeandMSN)givesOath/MSpartnershipatotalaudiencereachof43.6m(91%reach),2nd onlytoGoogle
Thetop6propertiesallhaveonlinereachover80%
Source: comScore MMX Multi-Platform, Dec 2017, Desktop age 6+, Mobile age 18+
MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps
Traditionalnewsorganisationsmaintainsignificantreach
9
47,308
35,050
12,136
6,756
5,715
5,435
3,914
3,911
3,643
3,562
3,117
2,151
1,657
1,646
1,549
1,333
1,221
1,218
1,057
1,025
GoogleSitesFacebook
SpotifyBBCSites
Snapchat,IncOath
AmazonSitesMicrosoftSites
NetflixInc.eBay
SkySitesPeakGames
TwitterAppleInc.
ActivisionBlizzardMailOnline/DailyMail
ZyngaSOUNDCLOUD.COM
EAGames- MediaNetworkOPENLOAD.CO
TotalMins(MM)– TotalMarket=232,600
Top20Propertiesby‘TimeSpent*’– TotalDigitalPopulationEntertainment(games/music/TV)&socialmediasitesdriveminutes
Source: comScore MMX Multi-Platform, Dec 2017, Desktop age 6+, Mobile age 18+
MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps
PropertiesinyellowrankinTop20byminutesbutnotby
UniqueVisitors.
OnlySkyandMailOnlineof‘traditional’newssitesremain
intop20fortimespent
TopProperties:MobilePopulation
11
Top20MobilePropertiesrankedbyUniqueVisitors37madultsaccessedmobilecontentinDec2017(viabrowserandapp)
Source: comScore Mobile Metrix, Dec 2017, UK, Age 18+Please note that ‘mobile’ includes smartphone and tablet usage combinedUKOM: Development Endorsement
35,86935,756
34,20432,281
29,31727,89427,338
25,77825,70825,476
22,59422,58222,36921,944
20,18019,564
18,36117,27617,269
14,762
GoogleSitesFacebookBBCSites
AmazonSitesTrinityMirrorGroup
NewsUKSitesSkySites
eBayOath
MailOnline/DailyMailMicrosoftSites
TwitterSnapchat,Inc
AppleInc.PayPal
WikimediaFoundationSitesIndependent&EveningStandard…
TheGuardianTelegraphMediaGroup
HomeRetailGroup
TotalUniqueVisitors/Viewers(000s)– TotalMobile(18+)=37,465
HomeRetailGroup(Argos)enteredthetop
20inDecember
12
32,15830,976
12,1255,9455,715
2,8192,5062,4092,1452,0531,6251,6211,5691,4991,4741,1961,1791,0891,0191,017
GoogleSitesFacebook
SpotifyBBCSites
Snapchat,IncSkySites
OathAmazonSitesPeakGames
eBayAppleInc.
MicrosoftSitesNetflixInc.
TwitterActivisionBlizzard
ZyngaSOUNDCLOUD.COM
SPhotoEditorEAGames- MediaNetwork
MailOnline/DailyMail
Minutes(MM)– TotalMobile=169,824
Top20MobilePropertiesrankedbyminutesEntertainment&Gamessitesmorelikelytofeaturein‘timeonline’top20
Propertiesinyellowrankintop20bymobile
minutesbutnotinthetop20formobilevisitors
Source: comScore Mobile Metrix, Dec 2017, UK, Age 18+Please note that ‘mobile’ includes smartphone and tablet usage combinedUKOM: Development Endorsement
Contentcategories
14
• Education 87% • Instant Messenger 98% • TV 40%
• Web Hosting 85% • Photos 92% • Radio 35%
• Retail - Movies 78% • Retail - Music 85% • Coupons 33%
• Computer Software 75% • Books 84% • News/Information 26%
• Auctions 72% • Social Media 84% • Family & Youth 26%
• Government 70% • Entertainment - Music 82% • e-cards 24%
• Entertainment - Movies 65% • Health 79% • Games 21%
• Automotive 64% • Technology 75% • Real Estate 19%
• Business to Business 60% • Telecommunications 72% • Portals 16%
• e-cards 60% • Lifestyles 67% • Entertainment 16%
PlatformShareofTimeOnlinebycategoryPlatformtimeisinfluencedheavilybycontentandservice
Source: comScore MMX Multi-Platform, Dec 2017, UK, Adults 18+
MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & app
Smartphone total
60%Desktop total
27%Tablet total13%
15
ShareofMobileMinutesbyAccessTypebyCategoryMobileAppshareofminutesvariesbycontent&service
+
Source: comScore Mobile Metrix, Dec 2017, UK, Age 18+Please note that ‘mobile’ includes smartphone and tablet usage combinedUKOM: Development Endorsement
0%10%20%30%40%50%60%70%80%90%
100%
MobileAppVMobileWebShareofMobileMinutes
App Web
16Source: comScore VMX Multi-Platform, Dec 2017, UK Adults 18+
UKOM: Development Endorsement
YouTubeDatafromcomScoreVideoMetrixMulti-PlatformDecember2017Summary
• 37.9millionadultviewers• Reaches73%ofALLUKAdultsand90%ofinternetusers• 337videospervieweronaverage• 12.8billionvideoswatched• Average3.7minutespervideo• 80%ofvideosconsumedonamobiledevice• 74%ofviewingtimeonamobile• 18-44saccountfor52%ofall18+internetusersbutgenerate76%ofYouTubevideos
• 18-34saccountfor51%ofallYTtime
17
YouTubeReaches73%oftheAdultPopulationintheUKDecember2017Summary
Source: comScore VMX Multi-Platform, Dec 2017, UK Adults 18+
UKOM: Development Endorsement
90 93 94 9388 86
73
91 90 86
76
53
18+ 18-24 25-34 35-44 45-54 55+
YouTubeReachamongbothDigitalPopulationandTotalPopulation(%)
%ReachDigitalPop %ReachTotalPop
