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The UK
Online Audience
Julie Forey
IAB Research Breakfast
May 2018
UKOM Insights: Snapshots
UKOM Insights: Netflix Wins for Time in Mobile Apps
4Source: comScore Mobile Metrix, Adults 18+, March 2018
Audience & Time Spent: TV Apps on Mobile Devices March 2018
Total Unique Visitors – Adults (000s)
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000
Tota
l Min
ute
s (M
M)
Size of Circle = Average Minutes/User
5Source: comScore Mobile Metrix, Adults 18+, March 2018
Audience & Time Spent: TV Apps on Mobile Devices March 2018
Total Minutes
(MM)
Average Minutes
/Visitor
Unique Visitors 18+
(000)
Netflix 1,633 280 5,841
BBC iPlayer 1,218 188 6,470
Sky Go 626 182 3,435
ITV Hub 531 214 2,487
All 4 226 141 1,601
.
6Source: comScore Mobile Metrix, Adults 18+, March 2018
Visitor Age Profile of TV Apps in March 2018
15% 14% 8%17%
28% 20%
22% 20%19%
18%
27%27%
20%17% 22% 14%
19%14%
20%20% 18% 20%
16%21%
23% 29% 32% 31%11% 17%
Unique Visitor Age Profile of TV Apps
18-24 25-34 35-44 45-54 55+
.
UKOM Insights: Is Facebook for Old People?
8
Facebook has >90% reach across all age groups
Source: comScore MMX Multi-Platform, UK, based on adults 18+, January 2018
MMX Multi-Platform includes Desktop browsing, Desktop video streams, smartphone browsing & apps tablet browsing & apps.
94
53 54
9489 87
96
66 69
94
55 57
94
45 46
92
33 33
0
10
20
30
40
50
60
70
80
90
100% Reach by Age
18+ 18-24 25-34 35-44 45-54 55+
Facebook Snapchat Instagram
9
18-24s Spend longer on Snapchat
Source: comScore MMX Multi-Platform, UK, based on adults 18+, January 2018
MMX Multi-Platform includes Desktop browsing, Desktop video streams, smartphone browsing & apps tablet browsing & apps.
690
274
156
640
909
330
833
183 184
746
57110
738
71 69
539
15 290
100
200
300
400
500
600
700
800
900
1,000Ave Mins Per Visitor
18+ 18-24 25-34 35-44 45-54 55+
Facebook Snapchat Instagram
10
Facebook & Snapchat: Total Minutes by Age (%)
Source: comScore MMX Multi-Platform, UK, based on adults 18+, January 2018
MMX Multi-Platform includes Desktop browsing, Desktop video streams, smartphone browsing & apps tablet browsing & apps.
74%
17%
4%
4%1%
Snapchat
45%
31%
14%
7%3%
12%
25%
20%
21%
22%
11
Facebook audience static despite headlines…
Source: comScore MMX Multi-Platform, UK, based on adults 18+, January 2018
MMX Multi-Platform includes Desktop browsing, Desktop video streams, smartphone browsing & apps tablet browsing & apps.
39,474
27,241
39,387
26,226
39,668
27,238
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
Total Unique Visitors/Viewers (000) Total Minutes (MM)
Facebook Audience & Minutes: Jan-Mar 2018
Jan-2018 Feb-2018 Mar-2018
UKOM Insights: Restaurant & Fast Food Apps
13
Restaurant & Food Delivery Smartphone Apps: March 2018
Source: comScore Mobile Metrix, Adults 18+, March 2018
2,674962
719652
572563
537508490
400343
299193
114
Just-Eat Group
Domino's Pizza
SUBCARD
KFC Colonel's Club
UberEATS:
Wetherspoon
Deliveroo
Burger King
Hungryhouse
Toby Carvery
McDonald's
Nando's
Greggs
Pizza Hut
Food Delivery & Restaurant Smartphone Apps: Unique Visitors (000s)
A combined audience of 6.2 million
14
Convenience Food v Other Smartphone App Usage
Convenience Food 6.2m
Online Dating 3.2m
Online Gambling 2.8m
Source: comScore Mobile Metrix, Adults 18+, March 2018
UKOM Insights: Quarterly Digital Market Overview
The UK population now spends more time online on smartphones than any
other device
17
All Smartphones
62%
Desktop25%
All Tablets13%
Share of Total Minutes 18+
Source: comScore MMX Multi-Platform, March 2018, UK, Adults 18+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
Share of Minutes by PlatformSmartphones now account for 62% of all adult online minutes
Smartphones Web9%
Smartphone App53%
Desktop25%
Tablets Web3%
Tablet App10%
Platform share varies by content category and publisher
19
• Education 86% • Instant Messengers 98% • TV 39%
• Auctions 74% • Job Search 94% • Radio 36%
• Car Rental 73% • Gay/Lesbian 93% • General News 31%
• Government 67% • Photos 91% • Coupons 28%
• Family & Youth 67% • Books 87% • Incentives 27%
• Airlines 65% • Social Media 84% • Online Gaming 20%
• Business to Business 64% • Entertainment - Music 84% • Real Estate 18%
• Entertainment - Movies 64% • Personals 84% • Lotto/Sweepstakes 16%
• News/Research 63% • Maps 83% • Travel - Information 16%
• Autos Manufacturer 63% • Retail - Music 83% • Family & Youth 16%
Platform Share of Time Online by categoryPlatform time is influenced heavily by content and service
Source: comScore MMX Multi-Platform, March 2018, UK, Adults 18+
MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & app
Smartphone total
62%Desktop total
25%Tablet total
13%
20
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Google Sites
Spotify
BBC Sites
Snapchat, Inc
Oath
Microsoft Sites
Netflix Inc.
Sky Sites
eBay
Share Of Minutes
Smartphones Tablets Desktop
Share of Adults’ Time Online by Platform for Top 10 ‘Time Spent’ PropertiesMobile devices account for over 90% of time spent on Spotify & Snapchat
Snapchat & Spotify have the greatest share of time on
mobile devices
Majority of time spent online for Microsoft is on the desktop
BBC & Sky have highest Tablet share out of top 10
Source: comScore MMX Multi-Platform, March 2018, UK Adults 18+
MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps
