Ofcom 2010 CMR: Internet and Web-Based Content

8/9/2019 Ofcom 2010 CMR: Internet and Web-Based Content

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4. Internet and web-based content

Communications market report, August 2010


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4.1 Key market developments in internet and web-based content

2


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3

UK internet & web-based content market 2005 2006 2007 2008 2009 2010

PC / laptop take-up (%) 68 67 71 72 74 76

Internet take-up (%) 60 60 64 67 70 73

Total broadband take-up (%) 31 41 52 58 68 71

Fixed broadband take-up (%) n/a n/a n/a n/a 65 65

Mobile broadband take-up (%) n/a n/a n/a n/a 12 15

Social networking site take-up (%) n/a n/a n/a 20 30 40

Use of mobile phone for web/data access (%) n/a n/a n/a 20 20 23

Internet advertising expenditure 1.4bn 2.0bn 2.8bn 3.4bn 3.5bn n/a

Mobile advertising revenue 0.02m 0.12m 0.38m 1.04m 1.03m n/a

Source: Ofcom / IABUK/PwC / Screen Digest

Figure 4.1

UK internet and web-based content market: key statistics


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4

20

38

31

21

9

3 1

24

22

19

14 1

9 20

26

50

40

25

14

2

32

31

25

15

26

263

0

50

46

35

13

3 1

35 3

6

29

19

28 3

1

40

61

61

48

20

73

46

46

39

30

39 4

2

0%

20%

40%

60%

80%

100%

UK 15-24 25-34 35-54 55-64 65-74 75+ AB C1 C2 DE Male Female

Q1 2008

Q3 2008

Q1 2009

Q1 2010

QE12: Which, if any, of these do you or members of your household use the internet for while at home?Source: Ofcom technology tracker, Q1 2010Base: All adults aged 15+ (n = 5812 Q1 2008, 1581 Q3 2008, 6090 Q1 2009, 9013 Q1 2010)

Note: Q1 2008 data in this chart are not directly comparable to data published in the 2009 Communications Market Reportdue to updated data provided to Ofcom.

Proportion of adults who access social networking sites on the internetat home

Figure 4.2


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5

Figure 4.3

0

10

20

30

Jun-08 Sep-08 Dec-08 Mar-09 Jun-09 Sep-09 Dec-09 Mar-10

MemberCommunitiesFacebook

Twitter.com

Myspace.com

LinkedIn

Friends

ReunitedBebo

Ning

Unique audience of selected social networking sites

Unique audience (m)

Source: UKOM/Nielsen.Note: Home and work panel, applications included. Member communities is the UKOM category that primarily consists ofsocial networking sites. Unique audience = the total number of unique persons that have visited a website or used an

application at least once in the specified reporting period. Persons visiting the same website or using the same applicationmore than one time in the reporting period are only counted once.

12

31

56

-37

96

-39

-60

4

Growth (%)April 09 April 10


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6

Figure 4.4

9%23%7%

7%6%

7%

14%

5%5%5%4%4%4%4%5%3%

42% 37%

0%

20%

40%

60%

80%

100%

April 2007 April 2010

Other

Adult

News

Software Info/Products

Search

Portals

Classifieds/Auctions

Instant Messaging

Games

E-mail

Social Networks/Blogs

UK internet sectors share of total internet time

Share of total internet time

Source: UKOM/Nielsen.

Note: Home and work panel, applications included. Email excludes work-related email.

-13-3

84

-36

-3

10

-6

-66

15

11

159

Relativechange (%)


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7

Figure 4.5

0

1

2

3

4

5

6

7

89

Jun-08 Sep-08 Dec-08 Mar-09 Jun-09 Sep-09 Dec-09 Mar-10

Facebook

Bebo

Twitter.com

LinkedIn

Friends Reunited

Ning

Myspace.com

Time per user per month spent on selected social networking sites

Time per person (hrs)

Source: UKOM/Nielsen.

Note: home and work panel, applications included.


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Figure 4.6

86% 80%87%

96% 97%

14% 20%13% 4% 3%

0%

20%

40%

60%

80%

100%

All 16+ 16-24 25-44 45-54 55+

Mobile

Computer

Proportion of time spent social networking, by device

Proportion of time (%)

Source: Source: Ofcom research.Base = All respondent days: 16+ = 7966; 16-24s = 1106; 25-44s = 3003; 45-54s = 1484; 55+ = 2373


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Figure 4.7

7681,166

1,6191,987 2,148336

454

592

637709

262

379

585

715677

1,366

2,016

2,813

3,3503,541

0

1000

2000

3000

4000

2005 2006 2007 2008 2009

Total

Solus email

Otherclassified

Display

Paid-forsearch

Internet advertising expenditure, by category

Advertising expenditure (000)

Source: IABUK/PwC.Note: CAGR = compound annual growth rate. Solus email is an opt-in form of advertising where the body of the email is

determined by the advertiser, and is sent on their behalf by an email list manager/owner.

6

-33

-5

11

8

27

n/a

27

21

29

CAGR (%)1yr 4yr


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Figure 4.8

56% 58% 58% 59% 61%

25% 23% 21% 19% 20%

19% 19% 21% 21% 19%1% 1%

0%

20%

40%

60%

80%

100%

2005 2006 2007 2008 2009

Solus email

Other classified

Display

Paid-for search

Distribution of internet advertising expenditure by category

Expenditure share (%)

Source: IABUK/PwC.Note: CAGR = compound annual growth rate. Solus email is an opt-in form of advertising where the body of the email is

determined by the advertiser, and is sent on their behalf by an email list manager/owner.


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Figure 4.9

Ad requests served by Admob

254282

255 271

428

344

420 418447

628 597 621 585

0%

1%

2%

3%

4%

5%

0

100

200

300

400

500

600700

Apr-09 May-09

Jun-09 Jul-09 Aug-09

Sep-09

Oct-09 Nov-09

Dec-09

Jan-10 Feb-10

Mar-10

Apr-10

Volume of UK requests % of global requests

Number of ad requests served (m)

Source: Admob metrics.

% of worldwide requests


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Figure 4.10

0.11

0.34

0.920.78

0.03

0.100.18

0.07

0.020.12

0.38

1.04 1.03

0.0

0.2

0.4

0.6

0.8

1.0

1.2

2005 2006 2007 2008 2009

Total

Mobile games

Mobile VoD

Mobile TV

Mobile advertising revenues

Revenue(m)

Source: Screen Digest / Ofcom / IABUK

0

214

88

-15

2009growth (%)

0.00% 0.01% 0.01% 0.03% 0.03%

Mobile as a %of internetadvertising


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4.2 Internet use in the UK

13


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Figure 4.11

68 6771 72 74 76

60 6064 67

70 73

31

41

5258

68 71

65 65

12 15

0

20

40

60

80

100

2005 Q1 2006 Q1 2007 Q1 2008 Q1 2009 Q1 2010 Q1

PC / laptop

Internet

Totalbroadband

Fixed

broadband

Mobilebroadband

14

Household PC and internet take-up, 2005-2010

QE1: Does your household have a PC or laptop computer? / QE2: Do you or does anyone in yourhousehold have access to the Internet/Worldwide Web at HOME (via any device, e.g. PC, mobile phoneetc)? / QE6: Which of these methods does your household use to connect to the Internet at home?Source: Ofcom technology tracker, Q1 2010.Base: All adults aged 15+ (n=9013).

Proportion of adults (%)


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Figure 4.12

3441 44

57 5266

52 5357

61

6871

0%

20%

40%

60%

80%

0%

20%

40%

60%

80%

100%

Q1 2007 Q3 2007 Q1 2008 Q3 2008 Q1 2009 Q1 2010

Currentlyuse wirelessrouter

Total

broadbandpenetration

Source: Ofcom research, Quarter 1 2010Base: Adults aged 15+ with a broadband connection at home (from 2009 this is based on fixed broadband connections

only)Note: Total broadband penetration (fixed and mobile) based on all adults aged 15+

Use of wireless router vs. broadband take-up, 2007-2010

Wireless router take-up Broadband take-up


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69%67%

28%

10%

6%

85%81%

50%

20%

13%

81%77%

42%

16%

11%

82%80%

34%

9%7%

75%73%

28%

9%

3%

56% 55%

13%

2% 3%

29% 28%

4%1% 0%

0%

20%

40%

60%

80%

100%

ANY OF THESE PC or laptop athome

Mobile phone Games console/ player

Portable mediaplayer

All aged 16+ 16-24 25-34 35-44 45-54 55-64 65*

IN1/ IN2 Do you or does anyone in your household have access to the internet at home through a laptop or computer? And do you personally use theinternet at home?/ Do you own and use any of the items shown on this card to visit internet websites? (Prompted responses, single coded)Base: All adults aged 16+ (1824 aged 16+, 253 aged 16-24, 274 aged 25-34, 374 aged 35-44, 274 aged 45-54, 276 aged 55-64, 373 aged 65+).Significance testing shows any difference between any age group and all adults aged 16+

Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in April to May and September to October 2009

Figure 4.13

Devices used to visit internet websites in 2009, by age


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Figure 4.14

22

3935

21

6 4

2724

19 18

27

18

26

46

38

25

9

2

30 2823

19

2823

0

20

40

60

Total 15-24 25-34 35-54 55-64 65+ AB C1 C2 DE Male Female

2009 2010

Use of mobile phones for web/data access

Take-up (%)

QD9A: Which if any, of the following activities, other than making and receiving voice calls, do you use your mobile for?Source: Ofcom technology tracker, Q1 2010.Base: all adults 15+ (n = 9013 UK, 1351 15-24, 1378 25-34, 3038 35-54, 1334 55-64, 1912 65+).Note: Web/data access includes accessing the internet, downloading and streaming content, connecting using WiFi andusing VoIP.


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23%

57%

58%

74%

80%

12%

14%

12%

10%

11%

65%

30%

30%

16%

10%

0% 20% 40% 60% 80% 100%

2009

2009

2009

2009

2009

Can do with confidence Interested, can't do with confidence Not interested

M3A-M3E Im going to read out some different types of things that you can do with some kinds of mobile phone, and for each one Id like you to saywhich of the options on the card applies to you.Base: Adults aged 16+ with a mobile phone (1632)


Figure 4.15

e photos and send them tople using the phone

d a text message to moren one person at a time

it websites from your phone

k your phone so it doesntnumbers by mistake

d a text message

Confidence and interest in mobile phone functions


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Figure 4.16

Home internet access, by age, socio-economic group and gender

7078 80

85

63

44

20

8579

68

49

71 6973

80 8385

69

51

23

8880

71

54

75 72

0

20

40

60

80

100

UK 15-24 25-34 35-54 55-64 65-74 75+ AB C1 C2 DE Male Female

2009 2010

Home internet access (%)

QE2: Do you or does anyone in your household have access to the internet/Worldwide Web at home?Source: Ofcom technology tracker, Q1 2010.

Base: all adults 15+ (n = 9013 UK, 1351 15-24, 1378 25-34, 3038 35-54, 1334 55-64, 1109 65-74, 803 75+, 2029 AB,2631 C1, 1735 C2, 2569 DE, 4298 male, 4715 female).

Age Socio-economic group Gender


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39% 40% 48% 35% 41% 35% 34% 47% 32%50%

40% 37% 25%

76% 72% 69% 79%85%

76% 71%

78%

74%

76%80% 81%

64%

21% 26% 27% 18%21%

18%13%

36%

9%

25%21% 24%

16%

41%51% 46%

42%41%

25%26%

41%

41%

38% 43% 47%

38%

50%

70% 59%

47%46%

30%20%

50%

49%

42% 52% 55%

53%

36%

54%42%

33%28%

21%

22%

39%

33%

33%37%

38%

37%

60%

70%

62%

60% 53%

56%

57%

60%

59%

65% 60%56%

57%

AllAdults

16-24 25-34 35-44 45-54 55-64 65+ Male Female AB C1 C2 DE

For contactwith other

peopleTo pass thetime

For fun

To relax

To keep up todate withsports

To find out orlearn things

To keep up todate withnews

IN42 Which, if any of these are reasons why you use the internet? (prompted responses, multi-coded)Base: All adults aged 16+ who use the internet at home or elsewhere (1282 aged 16+ in 2009, 225 aged 16-24, 235 aged 25-34, 313 aged 35-44,213 aged 45-54, 168 aged 55-64, 128 aged 65+, 615 male, 667 female, 341 AB, 417 C1, 232 C2, 290 DE). Significance testing shows anydifferences between any age group and all adults aged 16+, between males and females, between any socio-economic group and all adults aged16+.Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in April to May and September to October 2009

Figure 4.17

Reasons for using the internet, by age, gender and SEG


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Figure 4.18

77%

85%

90%

90%

84%

91%

74%

81%

82%

88%

93%

95%

88%

12%

6%

4%

5%

8%

5%

11%

8%

7%

6%

3%

5%

6%

9%

8%

5%

5%

8%

3%

14%

10%

10%

7%

4%

6%

0% 20% 40% 60% 80% 100%

DE

C2

C1

AB

Female

Male

65+

55-64

45-54

35-44

25-34

16-24

All adults

Confident Neither/ nor Not confident Don't know

IN10D Overall then, how confident are you as an internet user? (Prompted responses, single coded)Base: All adults aged 16+ who use the internet at home or elsewhere (1282 aged 16+, 225 aged 16-24, 235 aged 25-34, 313 aged 35-44, 213 aged45-54, 168 aged 55-64, 128 aged 65+, 615 male, 667 female, 341 AB, 417 C1, 232 C2, 290 DE). Significance testing shows any differences betweenany age group and all adults aged 16+, between males and females, between any socio-economic group and all adults aged 16+.


Confidence as an internet user in 2009, by age, gender and SEG


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Figure 4.19

0

2

4

6

8

10

12

Dec-07 Mar-08 Jun-08 Sep-08Dec-08 Mar-09 Jun-09 Sep-09Dec-09 Mar-10

35-49

50-64

25-34

2-17

18-24

65+

Active online universe, by age

Unique audience (m)

Source: UKOM/Nielsen, home and work panel, applications included.Note: active online universe = number of users aged 2+ who use an internet-enabled computer.

Growth (%)(May 09 May 10)

0

14

8

9

0

-8


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Figure 4.20

12% 13% 14%

12% 11% 10%

20% 17% 18%

28%29% 28%

21% 23% 25%

6% 7% 6%

0%

20%

40%

60%

80%

100%

May-08 May-09 May-10

65+

50-64

35-49

25-34

18-242-17

Share of active online universe, by age

Share of unique audience

Source: UKOM/Nielsen, home and work panel, applications included, month of May 2010.Note: active online universe = number of users aged 2+ who use an internet-enabled computer.


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Figure 4.21

14% 13% 14%

10% 9% 11%

18% 16%20%

28%26%

29%

25%27%

23%

6% 8% 3%

51%

49%

0%

20%

40%

60%

80%

100%

Total Gender split Males Females

Female

Male

65+

50-64

35-49

25-34

18-24

2-17

Share of active online universe, by age and gender

Share of active universe

Source: UKOM/Nielsen, home and work panel, applications included, month of May 2010.

Note: active online universe = number of users aged 2+ who use an internet-enabled computer.


25/4625

Figure 4.22

49% 51%

51% 49%

21%35%

30%

25%

15%14%

17%11%

17% 12%3%

0%

20%

40%

60%

80%

100%

UK population(2+)

Active universe UK population(16+)

Active universe

No response

E

D

C2

C1

ABFemales

Males

Gender and demographic breakdown of active online universe

Shareofpop/activeuniverse(%)

Source: ONS/UKOM, home and work panel, applications included.Note: active online universe = number of users aged 2+ who use an internet-enabled computer.

Gender Socio-economic group


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Figure 4.23

Monthly internet-enabled PC time per user, by region

62.4 60.9 56.3 55.1 54.8 52.1 51.9 51.7 49.3 47.4 47.4 46.5 43.9

0

25

50

75


Source: UKOM, home and work panel, applications included. Month of May 2010. Regions based onISBA regions.

Note: active online universe = number of users aged 2+ who use an internet-enabled computer.


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4.2 Consumption of web-based content

27


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Figure 4.24

Claimed use of the internet for selected activities

86

84

70

58

55

45

36

36

36

33

21

0 20 40 60 80Send/receive email

Surf/browse internetBuy goods/services

BankingFinding personal info

Finding work infoFinding health info

Using council/govt sitesFinding school/college infoCommunicating via IM etc

Real time gambling/auctions

2010

% households that use the internet for the following activity

QE10A: Which, if any, of these do you or members of your household use the internet for while at home?Source: Ofcom technology tracker, Q1 2010.

Base: All with internet access (n=6163).

+3

+5

+2

+5

+5

+3

n/a

n/a+2

-3

+2

IncreaseSince Q109

(%-age point


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Figure 4.25

37

2530 2929

33

30 2932

26

51

15

68

4

81

10

20

40

60

80

100

0-5 activities 11-17 activities

All UK 16+ 16-24 25-34 35-44 45-54 55-64 65-74 75+

Breadth of internet use (number of internet activities undertaken)

Proportion of internet users (%)

Q10A: Which, if any, of these do you or members of your household use the internet for whilst at home?Source: Ofcom Technology Tracker digital participation research, Q1 2010

Base: all home internet users (n=6946).


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5261

46

3529

40

13 10 13

1 1

0%

20%

40%

60%

80%

100%

Shop online Price comparisonwebsites

Online vouchers& voucher codes

Don't know

Neither

Disagree

Agree

Figure 4.26

Q: How much do you agree or disagree... I am more likely to read free newspapers or catch up with the news and sport online than purchase a newspaper.I am more likely to purchase goods and services over the internet than in shops in order to save money. I am more likely to use price comparison websites(such as uswitch.com or pricerunner.co.uk) in order to find the best deal. I am more likely to use vouchers from websites or emails offering money offgoods and services. I make more telephone calls over the internet, using services like Skype, rather than using my home phone.Source: Ofcom-commissioned research

Base: All those with broadband access (n = 1554)

Consumers agreement/disagreement on use of online services

Proportion of respondents (%)


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% of households who use the internet for the following activities

39% 38%

22%19%

36%

16%

55% 55%

31%

21%

53%

21%

43% 43%

25%22%

39%

18%

31% 31%

18% 19%

30%

13%14% 12%8% 9% 10%

4%0%

10%

20%

30%

40%

50%

60%

Playing gamesonline/interactively

Downloadingmusic files, movies

or video clips

Watching TVprogrammes

Listening to theradio

Watching videoclips/webcasts

Uploading/ addingcontent

All 15-24 25-44 45-64 65+

QE10A: Which, if any, of these do you or members of your household use the internet for while at home?Source: Ofcom research, Q1 2010.

Base: All adults who have the internet at home (n= 6163).

1 2 1 0 -1

Increase in activities since Q1 2009 (percentage points)

Figure 4.27

-1 4 1 -4 3 3 1 6 2 1 2 0 5 2 -1 5 2 7 5 3 -2 -10 -1 0 -1

Engagement with online media content, by age


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Figure 4.28

Most popular site categories, by active reach

95

89 8778 76 74

68 67 6359

0

1

2

3

4

5

6

7

0

20

40

60

80

100

Search& Comm-

unities

TelecomsInternet

Enter-tainment

News &Info

PCs &Electr-onics

Multi-category

commerce

Finance Travel Home &Fashion

Family &Life-

styles

Active reach (LHS) Time per person (RHS)

Active reach (%)

Source: UKOM home and work panel, applications included, month of May 2010.Note: active reach = the percentage of all active 2+ unique persons who visited the site or used the

application. Active is defined as anyone who used an internet-enabled computer within the time period.



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Figure 4.29

Most popular online brands, by reach

8770

6455 54

45 45 44 39 3830 26 22 21 21

5645 41

35 3529 29 28 25 25

19 17 14 14 13

0

1

2

3

4

5

6

7

0

20

40

60

80

100Active Reach (%) (LHS)

Population Reach (%) (LHS)

Time per Person (hrs) (RHS)

Active reach (%)

Source: UKOM home and work panel, applications included, month of May 2010.Note: active reach = the percentage of all active 2+ unique persons who visited the site or used theapplication. Active is defined as anyone who used an internet-enabled computer within the time period.

Population reach = percentage of UK population.


Fi 4 30


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Figure 4.30

Rank 2-17 18-24 25-34 35-49 50-64 65+

1 Google Google Google Google Google Google

2 GoogleSearch

GoogleSearch

GoogleSearch

GoogleSearch

GoogleSearch

GoogleSearch

3 MSN/WindowsLive/Bing

MSN/WindowsLive/Bing





4 Facebook Facebook Facebook Facebook Yahoo! BBC

5 YouTubeWindows Live

HotmailYahoo! BBC Facebook Yahoo!

6 BBC YouTube BBC Yahoo! BBC Google Maps

7 Windows Live

Messenger

Windows Live

Messenger

Google Maps Google Maps Google Maps Microsoft

8 Yahoo! Yahoo! YouTube eBay Microsoft Amazon

9 YouTubeHomepage

BBC eBay Microsoft eBay Facebook

10 Google ImageSearch

eBayWindows Live

HotmailYouTube Amazon Wikipedia

Top 10 sites by unique audience, split by age

Key

Google (MicrosofFaceboo

Yahoo!BBCYouTubeBayAmazonWikipedi

Source: UKOM home and work panel, applications included, month of May 2010.Note: Unique audience = the total number of unique persons that have visited a website or used an application at least once


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35

Figure 4.31

Most popular internet applications, by active reach

36.733.2

19.1

12.09.0 8.9

5.8 4.4 4.3 4.2 3.7 3.2 3.2 3.1 1.9

0:00

0:30

1:00

1:30

2:00

2:30

0

5

10

15

20

25

30

35

40

Win.Live

M'sger

Win.MediaPlayer

iTunes Skype AppleQuick-Time

Real-Player

GoogleEarth

Lime-Wire

Yahoo!M'sger

Picasa VLCmediaplayer

Spotify u-Torrent

Win.Live

Photo

KontikiDeliveryManager

Active Reach (LHS) Time per Person (RHS)

Active reach (%)

Source: UKOM home and work panel, applications included, month of May 2010.Note: active reach = the percentage of all active 2+ unique persons who visited the site or used the

application. Active is defined as anyone who used an internet-enabled computer within the time period.

Time per person (hh:mm)


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Figure 4.32

0

10

20

30

40

Mar-08 Jun-08 Sep-08 Dec-08 Mar-09 Jun-09 Sep-09 Dec-09 Mar-10

Total search

GoogleSearch

Google ImageSearch

Ask.com

Yahoo! Search

Bing Web

MSN/WindowsLive Search

Unique audience of leading search sites

Unique audience (m)

Source: UKOM home and work panel, applications included, month of May 2010.Note: Unique audience = the total number of unique persons that have visited a website or used an application at leastonce in the specified reporting period. Persons visiting the same website or using the same application more than onetime in the reporting period are only counted once. MSN/Windows Live search rebranded as Bing in May 2009.

6

5

33

7

6

n/a

-97

Growth (%)(May 09 May 10)


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Figure 4.33

37

Rank Search term Rank Destination

1 facebook 1 clients1.google.co.uk

2 youtube 2 en.wikipedia.org

3 bbc 3 www.facebook.com

4 hotmail 4 maps.google.co.uk

5 ebay 5 www.youtube.com

6 news 6 www.bbc.co.uk

7 games 7 news.bbc.co.uk

8 google 8 www.amazon.co.uk

9 you 9 www.google.com

10 yahoo 10 answers.yahoo.com

Source: Search terms Google Insights for search, May 2010; destination urls UKOM, home and workpanel, May 2010.

Top 10 Google search terms and top 10 Google destinations

Fi 4 34


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3838

54% 51%

60% 58%49%

20% 23%13% 17%

25%

18% 19% 16%18% 17%

8% 7% 10% 7% 9%

All adults 16-44 45+ ABC1 C2DE

I don't really think aboutwhether or not they haveaccurate or unbiasedinformation, I just use thesites I like the look of

I think that if they havebeen listed by the searchengine, these websites willhave accurate andunbiased information

I think that some websiteswill be accurate orunbiased and some won't

be

NIN46 When you use a search engine to find information, you enter a query in the search box and the search engine will then show some links to websites in theresults pages. Which one of these is closest to your opinion about the level of accuracy or bias of the information detailed in the websites that appear in the resultspages? (Prompted responses, single coded)Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in September to October 2009Base: All adults aged 16+ who mostly use search engines to look for information on the internet (407 aged 16+, 252 aged 16-44, 155 aged 45+, 201 male, 206female, 251 ABC1, 155 C2DE). Significance testing shows any between adults aged under 45 and aged 45 and over, between males and females, between those in

ABC1 and C2DE socio-economic groups

Figure 4.34

User attitudes towards accuracy or bias of search engineresults


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Figure 4.35

13

8

11

18

1011

8

0

5

10

15

20

Internet access Emailing Instant messaging Downloading programs

2007 Q2 2010 Q1

Use of mobile data services

Proportion of mobile users using service (%)

QD9A: Which if any of the following activities, other than making and receiving voice calls, do you useyour mobile for?Source: Ofcom technology tracker, Q1 2010.

Base: all mobile users aged 15+ (n=7826).


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Figure 4.36

Top 10 UK mobile internet sites, December 2009

0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000

Flirtomatic

BBC sitesVodafone Group

Apple inc.

AOL (inc. Bebo)

Orange sites

Microsoft sites

Google sites

FacebookTotal time spent

Total time spent (million minutes)

Source: GSMA Mobile Media Metrics

45

8

3

3

2

2

2

21

1

% of totaltime

Figure 4 37


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11%

10%

10%

8%

12%

10%

15%

15%

27%

19%

44%

22%

49%

43%

8%

11%

10%

11%

9%

10%

12%

17%

7%

10%

5%

10%

9%

18%

79%

77%

77%

77%

77%

76%

71%

67%

64%

69%

49%

67%

41%

39%

2%

2%

3%

4%

2%

3%

2%

2%

2%

2%

2%

2%

1%

1%

0% 20% 40% 60% 80% 100%

2009

2007

2009

2007

2009

2007

2009

2007

2009

2007

2009

2007

2009

2007

Done this Interested in doing this Not interested Don't know

IN23A-I Im going to read out a number of things people might do online. Please tell me for each one I read out if youve done it, or youd be interested indoing it, or not interested. (prompted responses, single coded)

Base: All who use the internet at home or elsewhere (1723 in 2007,1282 in 2009). Significance testing shows any change between 2007 and 2009Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in April to May and September to October 2009

Figure 4.37

Uploaded photos to a website

Set up your own socialnetworking page or profile

Contributed comments tosomeone elses weblog or blog

Set up your own website

Set up your own weblog/ blog

Contributed to a collaborativewebsite such as Wikipedia

Made a short video anduploaded it to a website

Experience of, and interest in, content creation


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2%

4%

4%

7%

8%

9%

23%

5%

7%

5%

12%

15%

30%

38%

6%

6%

10%

15%

23%

40%

47%

17%

17%

18%

16%

37%

65%

64%

26%

17%

22%

26%

51%

77%

74%

0% 20% 40% 60% 80%

Made a short video and uploaded it to a website

Contributed to a collaborative website such as Wikipedia

Set up your own weblog/ blog

Set up your own website

Contributed comments to someone else's weblog/ blog

Set up your own SNS page or profile

Uploaded photos to the internet

16-24

25-34

35-44

45-54

55+

Figure 4.38

IN23A-I Im going to read out a number of things people might do online. Please tell me for each one I read out if youve done it, or youd be interested indoing it, or not interested.

All who use the internet at home or elsewhere (1278 aged 16+, 238 aged 16-24, 268 aged 25-34, 295 aged 35-44, 209 aged 45-54, 268 aged 55+).Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in April to May and September-October 2009

Experience of creative activities, by age


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Figure 4.39

0

5

10

15

20

Mar-08 Jun-08 Sep-08 Dec-08 Mar-09 Jun-09 Sep-09 Dec-09 Mar-10

YouTube

Wikipedia

Blogger

WordPress.com

Flickr

Photobucket

Dailymotion

PhotoBox

Unique audience of selected user-generated content sites

Unique audience (m)

Source: UKOM home and work panel, applications included, month of May 2010.Note: Unique audience = the total number of unique persons that have visited a website or used an application at leastonce in the specified reporting period. Persons visiting the same website or using the same application more than one

time in the reporting period are only counted once.

13

19

16

6

0

-10

-15

30

Growth (%)May 09 May 10


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Figure 4.40

0:00

0:15

0:30

0:45

1:00

1:15

May-09

Jun-09

Jul-09

Aug-09

Sep-09

Oct-09

Nov-09

Dec-09

Jan-10

Feb-10

Mar-10

Apr-10

May-10

YouTube

Wikipedia

PhotoBox

Flickr

Blogger

Photobucket

Dailymotion

WordPress.com

Time spent on selected user-generated content sites

Time spent per person (h:mm)

Source: UKOM, home and work panel, applications included, month of May 2010.


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45

61%

45%

23%

18%

13%

9%

48%

35%

1

5%

1

4%

9% 7%

56%

41%

18%

18%

11%

8%

65%

50%

25%

17%

12

%

13%

64%

47%

27%

19%

17%

9%

74%

56%

30%

21%

16%

8%

65%

46%

29%

18%

12

%

5%

0%

20%

40%

60%

80%

100%

Any concerns Offensive/ illegalcontent

Security/ fraud Risks to others/society

PersonalPrivacy

Advertising

All adults 16-24 25-34 35-44 45-54 55-64 65+

IN30 Can you tell me if you have any concerns about what is on the internet? (Spontaneous responses, multi-coded)Base: Adults aged 16+ who use the internet at home or elsewhere (1282 aged 16+, 225 aged 16-24, 235 aged 25-34, 313 aged 35-44, 213 aged 45-54, 168 aged 55-64, 128 aged 65+). Significance testing shows any differences between any age group and all adults aged 16+


-12 -5 -13 -17 -18 0 -15

Figures above chart show% point change since 2007

Figure 4.41

Concerns about the internet among users, by age


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61%

45%

23%18%

13% 9%

40%34%

14% 15%6%

2%

0%

20%

40%

60%

80%

100%

Any concerns Offensive/ illegalcontent

Security/ fraud Risks to others/society

PersonalPrivacy

Advertising

Internet users Non-users

IN30 Can you tell me if you have any concerns about what is on the internet? (Spontaneous responses, multi-coded)Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in April to May and September to October 2009Base: Adults aged 16+ who use the internet at home or elsewhere (1282)/ who do not use the internet at home or elsewhere (542). Significance

Figure 4.42Concerns about the internet among users and non-users

Documents

Ofcom 2010 CMR: Internet and Web-Based Content