Digital Market Overview · UKOM’s series of additional monthly insights at This Digital Market Overview focuses on UK audience usage in September 2020 and how it compares to June

Digital Market

Overview

September 2020

For detailed analysis of the impact

of Covid-19 and the first lockdown

on monthly UK online behaviour

between

Jan and May 2020, please access

UKOM’s series of additional

monthly insights at

https://ukom.uk.net/insights.php

This Digital Market Overview

focuses on UK audience usage

in September 2020 and how it

compares to June 2020.

The UK Digital Market Overview Sep 2020

https://ukom.uk.net/insights.php

Audience by Platform

Digital unique visitors by platform (000s)More people use smartphones than PCs

Age 18+

Age 6-17

Source: Comscore MMX Multi-Platform, Desktop age 6+, Mobile age 18+, Sep 2020, UK.MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps. Desktop refers to ‘desktop, laptop and notebook. Total mobile refers to smartphone and tablet usage combined

45,476

30,458

42,890 40,056

21,622

5,463

5,463

Total DigitalPopulation

Desktop Mobile Smartphones Tablets

Platform unique visitors by age (000s)Smartphone use is the most popular platform across all age groups

Source: Comscore MMX Multi-Platform, Adults 18+, Sep 2020, UK

MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps.

3,772

5,710 5,515 5,615

9,846

5,260

8,5167,848 7,833

10,599

1,784

3,428 3,7794,299

8,331

18-24 25-34 35-44 45-54 55+

Desktop Smartphones Tablets

Multi and solus platform unique visitors1/3 of adults are mobile only – higher among females, parents and lower social grades

45.5m

18+

61%Multi-platform

6%Desktop only UV

33%Mobile only UV


MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps

28%

38%

30%

39%

17%

22%

34%

38%

47%

53%

Males: 18+

Females: 18+

Children:No

Children:Yes

A - Upper Middle Class

B - Middle Class

C1 - Lower Middle Class

C2 - Skilled Working Class

D - Working Class

E - Those at Lowest Level of Subsistence

‘Mobile only’ share by demos

Time online

Total minutes online (billions): Jun 19 - Sep 20After peaking in April 2020, time online is now back to pre-pandemic levels

Source: Comscore MMX Multi-Platform, Adults 18+, Jun 2019 – Sep 2020, UK


240

250

260

270

280

290

300

310

320

330

340

Total Internet: Persons: 18+

Minutes (billions)

Average time online per day by demos (hr:min)After reaching a peak in April, time online is back to pre-pandemic levels for all demos

Source: Comscore MMX Multi-Platform, Adults 18+, Jan-Sep 2020, UK


03:26

04:1003:55

03:4003:30

02:39

03:10

03:41

04:02

05:04

04:28

04:1604:00

03:16

03:48

04:17

03:52

05:01

04:2704:09

03:44

02:58

03:38

04:06

03:26

04:14

03:5503:40

03:23

02:42

03:13

03:38

18+ 18-24 25-34 35-44 45-54 55+ Males: 18+ Females:18+

Jan-20 Apr-20 Jun-20 Sep-20

Desktop, 18%

Smartphone, 68%

Tablet, 14% Desktop, 18%

Smartphones Web, 10%

Smartphone App, 58%

Tablets Web, 2%

Tablet App, 11%

Share of minutes by platformSmartphones account for 68% of time online with apps alone accounting for 58%

By platform By access type

Source: Comscore MMX Multi-Platform, Adults 18+, Sept 2020, UK


Platform share of minutes by demographics18-24s, females & parents spend greatest share of time on mobile devices

Source: Comscore MMX Multi-Platform, Adults 18+, Sept 2020, UK


68%

75%

71%

70%

67%

59%

65%

70%

66%

72%

14%

11%

13%

11%

13%

19%

12%

15%

15%

12%

18%

14%

17%

19%

20%

21%

23%

14%

20%

16%

18+

18-24

25-34

35-44

45-54

55+

Males: 18+

Females: 18+

Children:No

Children:Yes

Smartphones Tablets Desktop

Average minutes per visit by platformAverage visit length on desktops is 4x higher than on mobile devices


MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps. Desktop refers to desktops and laptops

11.7

27.6

6.2

13.3

28.0

7.3

13.8

28.3

7.7

12.8

27.7

7.1

Total Digital Population Desktop Mobile

Jan-20 Apr-20 Jun-20 Sep-20

Top Properties & Apps

45,22044,057

41,69641,455

40,72540,430

37,45837,437

36,73233,075

32,08830,532

26,53725,987

24,82424,662

23,83323,60723,59323,408

Google SitesFacebook

Amazon SitesReach Group

Microsoft SitesNews UK Sites

Mail Online / Daily MailBBC SitesSky Sites

Apple Inc.Verizon Media

eBayPayPal

WWW.GOV.UKWikimedia Foundation Sites

Independent & ES (ESi Media)The Guardian

Rightmove SitesHearst

NHS Sites

Top 20 properties by unique visitorsThe top 20 properties each reach at least 50% of the adult UK online population

99.4

96.9

91.7

91.2

89.6

88.9

82.4

82.3

80.8

72.7

70.6

67.1

58.4

57.1

54.6

54.2

52.4

51.9

51.9

51.5

Reach % Unique Visitors (000s)

Source: Comscore MMX Multi-Platform, Adults 18+, Sep 2020, UK.


NHS and

WWW.GOV.

uk enter the

top 20

http://www.gov.uk/

Audience split* of top 5 sites – unique visitors (000s)



* Top Media Entities within the property

44,856

43,796

18,415

6,343

44,057

43,284

30,365

27,380

3,035

2,795

Google

YOUTUBE

ANDROID

Blogger

Facebook

Facebook And Messenger

WhatsApp

INSTAGRAM

Amazon Alexa (Mobile App)

Audible, Inc.

41,45531,015

26,45817,436

10,4499,6159,2299,113

7,9796,130

40,72525,967

20,14416,719

14,78313,958

9,4914,9664,511

2,9002,734

Reach GroupMirror Online

EXPRESSMANCHESTEREVENINGNEWS

LIVERPOOLECHODAILYSTAR

BIRMINGHAMMAILWALESONLINEDAILYRECORD

CHRONICLELIVE

Microsoft SitesMicrosoft

BingWindows Live

Microsoft NewsOutlook (Outlook.com)

Microsoft TeamsOneDrive

Outlook WebSHAREPOINT

Skype

70,43438,932

8,3197,5496,966

5,2744,5384,3724,138

3,1713,0012,9902,6712,2272,0311,9401,7171,6731,4761,452

Google SitesFacebook

SpotifyNetflix Inc.

Bytedance Inc.Microsoft Sites

Amazon SitesVerizon Media

BBC SitesTwitter

Snapchat, IncApple Inc.

eBaySky Sites

ZyngaReach Group

Mail Online / Daily MailPLAYRIX.COM

Samsung GroupNews UK Sites

Top 20 properties by total minutesBytedance, owner of TikTok now features in the Top 5



Minutes (MM)

Share of minutes by platform for top 10 ‘time’ propertiesPlatform split varies among the Top 10 - Video viewing drives high tablet share



53%

93%

91%

24%

95%

56%

66%

59%

64%

88%

23%

1%

8%

31%

4%

7%

21%

11%

23%

8%

25%

6%

1%

45%

38%

13%

30%

12%

3%

Google Sites

Facebook

Spotify

Netflix Inc.

Bytedance Inc.

Microsoft Sites

Amazon Sites

Verizon Media

BBC Sites

Twitter

Smartphones Tablets Desktop

31,85931,677

29,61723,925

22,50920,790

20,43519,191

18,40718,205

15,44114,076

13,71212,458

12,14310,874

10,55410,0589,8669,809

YouTubeFacebook

WhatsApp MessengerGoogle Search

Google MapsInstagram

GmailAmazon Mobile

Google PlayFacebook Messenger

eBayWeather Channel - Native Apple

Apple NewsGoogle Drive

SpotifyNetflixUpday

SnapchatGoogle Photos

Twitter

Top 20 mobile* apps by unique visitorsFacebook or Google own 9 of the top 10 mobile apps.

74.8

74.4

69.6

56.2

52.9

48.8

48.0

45.1

43.2

42.8

36.3

33.1

32.2

29.3

28.5

25.5

24.8

23.6

23.2

23.0

Source: Comscore Mobile Metrix, Age 18+. Sep 2020, UK‘Mobile’ includes smartphone and tablet usage combined, **Reach is among all Mobile App users

Reach % Unique Visitors (000s)

30,51515,932

8,6128,235

6,9406,748

4,2084,1154,032

2,9972,882

2,5322,229

1,7201,5501,4151,2041,1971,1551,059

YouTubeFacebook

Facebook MessengerSpotifyTik Tok

WhatsApp MessengerInstagram

NetflixGoogle Search

SnapchatTwitter

GmailYahoo Mail

eBayGoogle Maps

OutlookFitbit

Amazon MobileApple News

BBC News

Top 20 mobile apps by total minutesTikTok, Spotify, Netflix and Snapchat are in the top 10 for app time.

Source: Comscore Mobile Metrix, Age 18+. Sep 2020, UK‘Mobile’ includes smartphone and tablet usage combined

Minutes (MM)

Category usage

Platform share of time online by categoryPlatform time is influenced heavily by content and service

• Computer Software 91% • Instant Messenger 99% • Kids 44%

• Training/Higher Advancement 78% • Diet & Exercise/Fitness Tracker 98% • Family & Youth 38%

• Retail - Music 72% • Car Transportation 97% • Entertainment 26%

• Education - Information 70% • Job Search 96% • Games 21%

• Family & Youth Education 66% • Gay/Lesbian 95% • Search/Navigation 19%

• Investments 63% • Maps/GPS/Traffic 95% • General News 19%

• Gaming Information 61% • Health 94% • Technology 17%

• Auctions 60% • Teens 93% • Online Gaming 17%

• Autos Manufacturer 58% • Consumer Electronics 93% • News/Information 16%

• Entertainment - Movies 54% • Social Media 93% • Books 16%

• Retail - Movies 50% • Payments 92% • e-cards 16%

• Education 48% • Social Networking 91% • Local News 16%

• Autos - Information/Resources 47% • Dating 90% • Hotel/Resort & Home Sharing 14%

• Politics 46% • Religion/Spirituality 88% • Department Stores/Malls 14%

• Automotive Total 44% • Weather 87% • Online Travel Agents 14%

Smartphone total

68%Desktop total

18%Tablet total

14%



Share of mobile minutes by access type by categoryMobile App share of minutes varies by content & service

Source: Comscore Mobile Metrix, Age 18+. Sep 2020, UK‘Mobile’ includes smartphone and tablet usage combined

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Desktop, Mobile Web and Mobile App Share of Minutes (%)

Desktop Mobile Web Mobile App

Category Change

Key changes: Jun-Sep 2020

Categories adding/losing most unique visitors: Jun-SepTravel, Health, Sports, Tech news and Government have made most gains since June

Unique Visitors Gained (Millions) Unique Visitors Lost (Millions)

Source: Comscore MMX Multi-Platform, Adults 18+, Jun - Sep 2020, UK


6.7

4.0

3.8

3.3

3.1

2.8

2.7

2.5

2.3

2.2

Travel - Information

Travel Total

Technology News

Health - Information

Ground/Cruise

Government

Sports

Automotive

Hotel/Resort/Home sharing

Gambling -1.4

-1.5

-1.7

-1.8

-1.8

-2.0

-2.2

-2.9

-3.3

-5.8

Classifieds

Forums/Message Boards

Family & Youth

Home/Architecture

Sports/Outdoor

Flowers/Gifts/Greetings

Home Furnishings

Politics

Humor

Weather

Top Growth Properties & Mobile Apps

Jun-Sep 2020

Properties adding MOST visitors: Jun-Sep 20NHS, Government and Sky have seen the biggest uplifts since June

• Eat out to Help out boosted

Mitchells & Butler’s Audience with

big rises from Toby Carvery and

Harvester. Whitbread growth was

driven by Costa and Premier Inn.

Source: Comscore MMX Multi-Platform, Adults 18+, Jun – Sep 2020, UK


* Future Publishing uplift is a result of inclusion of Ti Media from July 2020

7.36.4

3.8 3.63.1 2.7 2.3 2.3 2.2 2.2

Additional 18+ Unique Visitors (Millions): Jun to Sep 2020

Mobile apps adding MOST visitors: Jun-Sep 20

Source: Comscore MMX Multi-Platform, Adults 18+, Jun-Sep 2020, UK


9.7

3.72.0 1.4 1.3 1.2 1.2 1.1 0.9 0.9

Additional 18+ Unique Visitors (Millions): Jun to Sep 2020

Total Unique Visitors : Jun 19 - Sep 20NHS visitors have surpassed the March peak as people download the NHS Covid-19 app

Source: Comscore MMX Multi-Platform, Adults 18+, Jun 2019 – Sep 2020, UK


Unique visitors (000s)

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

WWW.GOV.UK NHS Sites WORLDOMETERS.INFO

COVID Symptom Tracker (Mobile App) NHS COVID-19 (Mobile App)

Impact of Covid-19 on UK online Usage

September update

Categories which experienced growth* during the

1st covid lockdown months of March and April

* Growth in either unique visitors, minutes or both

Unique visitor trend for ‘covid growth’ categoriesSeveral categories which experienced big audience increases in April are showing new uplifts



35.9 35.133.7 33.5

30.6 30.3

25.3

12.3

32.531.2 30.5 29.4 28.5 28.7

24.8

10.8

37.239.0 38.1

31.6 31.634.1

26.3

17.4

32.6 31.3 32.530.7 30.4 30.6

24.7

15.1

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

45.0

Unique visitors (millions)

Jan-2020 Apr-2020 Jun-2020 Sep-2020

Minutes trend for ‘covid time growth’ categoriesTime online categories continued to decline after the first lockdown ended



Total monthly minutes (bn)

59.0

49.3

26.3

17.0 16.7

62.5

51.4

30.0

17.1 17.0

68.565.7

34.7

21.024.8

73.2

55.8

30.7

18.8 18.6

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

Entertainment Social Networking Games News/Information Instant Messenger

Jan-2020 Apr-2020 Jun-2020 Sep-2020

Categories which experienced declines* during the

1st covid lockdown months of March and April

* Decline in either unique visitors, minutes or both

Unique visitor trend for ‘covid decline’ categoriesTravel, Real Estate and Automotive are back to pre-Covid audience levels



37.1

29.8 30.3

26.5

7.5

4.8

2.1

41.1

32.0 31.7

29.0

7.35.7

2.1

42.4

34.7

29.227.3

8.3

10.9

2.7

36.1

28.6

24.421.8

6.64.7

1.6

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

45.0

Travel Maps/GPS/Traffic Real Estate Automotive Jewellery/LuxuryGoods

Tickets Job Search

Unique visitors (millions)

Jan-2020 Apr-2020 Jun-2020 Sep-2020

Minutes trend for ‘covid time decline’ categoriesTime Online is also recovering for those categories that suffered most during April



Total monthly minutes (bn)

3.7

2.3

1.8

2.7

1.21.4

0.8

1.5

0.9

1.2

0.8 0.7 0.60.4

2.1

1.4

2.0

1.2

1.6

1.2

0.7

2.9

2.11.9

1.4 1.4

0.9

0.7

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

4.0

Sports Maps/GPS/Traffic Gambling Travel Real Estate Automotive Career Services andDevelopment

Jan-2020 Apr-2020 Jun-2020 Sep-2020

Questions?

• Find out more at: http://www.ukom.uk.net/

• Email us at: [email protected]

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About Comscore

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transacting and evaluating media across platforms. With a data

footprint that combines digital, linear TV, over-the-top and

theatrical viewership intelligence with advanced audience

insights, Comscore allows media buyers and sellers to quantify

their multiscreen behavior and make business decisions with

confidence. A proven leader in measuring digital and set-top box

audiences and advertising at scale, Comscore is the industry’s

emerging, third-party source for reliable and comprehensive

cross-platform measurement.

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About UKOM

UKOM’s 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.

UKOM’s 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:

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http://www.ukom.uk.net/

*Please note that we use the term mobile to refer to smartphone and tablet usage combined

**MMX Multi-Platform does not yet include mobile and tablet video. This is separately available in VMX-MP

Total Digital

Population =

Unduplicated

audience across

MMX, Mobile Metrix

and Video Metrix

BROWSING

VIDEO

MMX MOBILE METRIX*

VIDEO METRIX**Comscore MMX

Multi-Platform®

A Guide to Data SourcesGuide to Data Sources

Documents

Digital Market Overview · UKOM’s series of additional monthly insights at This Digital Market Overview focuses on UK audience usage in September 2020 and how it compares to June