Embed Size (px)
Citation preview
August 2011
Monthly UKOM audience data
• UKOM (UK Online Measurement) core data reported on 10th every month
→ Monthly top 10 sites at brand level by reach
→ Monthly audience data for top 10 sites
• Summary report includes a sample of UKOM demographic classifications
→ Gender, age, social grade, region, main shopper, in the market for a car
• Data reports can also be run at a parent, channel, domain, subdomain and application level
• UKOM panel of 31,000 people at home and 4,000 at work
• Further information on UKOM can be found on the UKOM website http://www.ukom.uk.net/
• Please e-mail [email protected] or [email protected] with any queries
August 2011 online usage
Source: UKOM August 2011
Measurement August 2011
Digital Universe 48.7 million
Active internet users
39.5 million
Sessions per person
53
Sites per person 84
Pages per person 2,739
Top 10 sites
Site Audience (000’s)
Pages per person
Time spent per person
Google 33,780 201 1 hour 26 mins
Facebook 27,086 903 7 hours 23 mins
MSN/Windows Live/Bing 25,868 141 1 hour 32 mins
BBC 21,093 73 47 mins
Yahoo! 20,487 138 1 hour 20 mins
YouTube 19,841 140 1 hour 39 mins
Amazon 17,754 48 27 mins
eBay 17,196 214 1 hour 45 mins
Ask 10,552 13 7 minsAssociated Newspapers(Mail Online, METRO.co.uk, Jobsite , Teletext Holidays, This Is Money) 9,473 29 26 mins
Source: UKOM August 2011
Top 10 websites – audience composition
Google Facebook MSN BBC Yahoo! You Tube Amazon eBay AskAssociated Newspapers
Male 51% 50% 50% 52% 51% 54% 51% 50% 51% 49%
Female 49% 50% 50% 48% 49% 46% 49% 50% 49% 51%
18-24 12% 14% 14% 11% 12% 15% 10% 12% 11% 12%
25-34 16% 17% 17% 16% 18% 17% 16% 17% 15% 18%
35-49 28% 29% 28% 29% 29% 27% 30% 31% 27% 30%
50+ 31% 29% 30% 34% 34% 28% 37% 33% 39% 36%
ABC1 59% 57% 58% 63% 59% 57% 62% 57% 56% 63%
C2DE 39% 41% 40% 35% 38% 41% 37% 41% 42% 35%
Main Shopper 46% 47% 47% 49% 50% 47% 53% 51% 53% 55%
North 23% 23% 22% 22% 22% 22% 22% 23% 22% 25%
South 32% 33% 33% 33% 34% 34% 33% 31% 33% 33%
Midlands and East 20% 19% 20% 19% 19% 18% 19% 20% 19% 19%
Scotland 8% 8% 8% 8% 8% 8% 8% 8% 8% 7%
Wales(and West) 9% 10% 10% 9% 10% 9% 10% 10% 10% 9%
In market for a car 9% 10% 10% 9% 10% 11% 10% 9% 11% 10%
1.Demographics Index Reach (000)
Male 100 17,259
Female 100 16,521
18-24 102 4,199
25-34 102 5,472
35-49 103 9,607
50+ 99 10,632
ABC1 102 20,083
C2DE 98 13,028
Main Shopper 105 15,473
North 100 7,654
South 99 10,943
Midlands and East 102 6,642
Scotland 100 2,656
Wales (and West) 97 3,139
In market for a car 106 3,147
201 Average page views per person
33,780,000 Unique users
Average of 26 sessions per person
Average time spent per person - 1 hour 26 mins
Source: UKOM August 2011
2.Demographics Index Reach (000)
Male 98 13,580
Female 102 13,506
18-24 118 3,902
25-34 110 4,710
35-49 103 7,737
50+ 90 7,759
ABC1 98 15,555
C2DE 103 11,005
Main Shopper 108 12,815
North 100 6,129
South 101 8,934
Midlands and East 98 5,159
Scotland 99 2,111
Wales (and West) 100 2,604
In market for a car 114 2,720
903 Average page views per person
27,086,000 Unique users
Average of 24 sessions per person
Average time spent per person - 7 hours 23 mins
Source: UKOM August 2011
3.Demographics Index Reach (000)
Male 98 13,011
Female 102 12,857
18-24 116 3,636
25-34 111 4,521
35-49 102 7,306
50+ 95 7,808
ABC1 99 14,913
C2DE 102 10,440
Main Shopper 107 12,132
North 98 5,765
South 101 8,536
Midlands and East 101 5,066
Scotland 101 2,059
Wales (and West) 100 2,478
In market for a car 113 2,580
141 Average page views per person
25,868,000 Unique users
Average of 18 sessions per person
Average time spent per person - 1 hour 32 mins
Source: UKOM August 2011
4.Demographics Index Reach (000)
Male 102 10,951
Female 98 10,142
18-24 92 2,352
25-34 103 3,448
35-49 105 6,152
50+ 107 7,175
ABC1 108 13,313
C2DE 89 7,422
Main Shopper 112 10,381
North 98 4,678
South 102 6,993
Midlands and East 100 4,076
Scotland 97 1,609
Wales (and West) 95 1,924
In market for a car 103 1,920
73 Average page views per person
21,093,000 Unique users
Average of 11 sessions per person
Average time spent per person - 47 minutes
Source: UKOM August 2011
5.Demographics Index Reach (000)
Male 100 10,525
Female 100 9,962
18-24 98 2,433
25-34 111 3,591
35-49 103 5,882
50+ 107 6,948
ABC1 102 12,183
C2DE 125 7,849
Main Shopper 115 10,320
North 96 4,445
South 103 6,881
Midlands and East 100 3,949
Scotland 100 1,619
Wales (and West) 99 1,950
In market for a car 115 2,078
138 Average page views per person
20,487,000 Unique users
Average of 15 sessions per person
Average time spent per person - 1 hour 20 mins
Source: UKOM August 2011
6.Demographics Index Reach (000)
Male 106 10,775
Female 94 9,066
18-24 127 3,073
25-34 109 3,431
35-49 97 5,330
50+ 88 5,548
ABC1 98 11,350
C2DE 103 8,092
Main Shopper 108 9,424
North 99 4,457
South 105 6,824
Midlands and East 95 3,635
Scotland 95 1,495
Wales (and West) 97 1,845
In market for a car 122 2,137
140 Average page views per person
19,841,000 Unique users
Average of 10 sessions per person
Average time spent per person - 1 hour 39 mins
Source: UKOM August 2011
7.Demographics Index Reach (000)
Male 99 9,002
Female 101 8,753
18-24 86 1,853
25-34 100 2,813
35-49 110 5,405
50+ 115 6,527
ABC1 105 10,938
C2DE 93 6,512
Main Shopper 122 9,464
North 99 3,977
South 102 5,901
Midlands and East 96 3,294
Scotland 98 1,370
Wales (and West) 99 1,693
In market for a car 110 1,721
48 Average page views per person
17,754,000 Unique users
Average of 5 sessions per person
Average time spent per person - 27 minutes
Source: UKOM August 2011
8.Demographics Index Reach (000)
Male 97 8,537
Female 103 8,658
18-24 97 2,025
25-34 107 2,920
35-49 110 5,250
50+ 102 5,607
ABC1 98 9,809
C2DE 104 7,040
Main Shopper 116 8,727
North 103 4,033
South 95 5,334
Midlands and East 102 3,384
Scotland 96 1,302
Wales (and West) 105 1,738
In market for a car 105 1,589
214 Average page views per person
17,196,000 Unique users
Average of 10 sessions per person
Average time spent per person - 1 hour 45 mins
Source: UKOM August 2011
9.Demographics Index Reach (000)
Male 100 5,400
Female 100 5,152
18-24 89 1,142
25-34 92 1,534
35-49 99 2,896
50+ 123 4,130
ABC1 96 5,927
C2DE 105 4,390
Main Shopper 122 5,640
North 98 2,353
South 100 3,438
Midlands and East 99 2,014
Scotland 104 864
Wales (and West) 100 1,015
In market for a car 119 1,110
13 Average page views per person
10,552,000 Unique users
Average of 4 sessions per person
Average time spent per person - 7 minutes
Source: UKOM August 2011
10.Demographics Index Reach (000)
Male 96 4,649
Female 104 4,824
18-24 95 1,092
25-34 116 1,733
35-49 107 2,815
50+ 112 3,388
ABC1 108 5,957
C2DE 88 3,305
Main Shopper 125 5,200
North 109 2,335
South 101 3,123
Midlands and East 96 1,768
Scotland 91 678
Wales (and West) 96 872
In market for a car 116 973
29 Average page views per person
9,473,000 Unique users
Average of 5 sessions per person
Average time spent per person - 26 minutes
Source: UKOM August 2011
August 2011
