4.1 Internet and web-based content
4.1 Key market developments
Figure 4.1
UK internet and web-based content market
2007 2008 2009 2010 2011 2012
1PC/laptop take-up (%) 71 72 74 76 78 79
1Internet take-up (%) 64 67 73 75 77 80
1Total broadband take-up (%) 52 58 68 71 74 761Fixed broadband take-up (%) n/a n/a 68 71 67 72
1Mobile broadband take-up (%) n/a n/a 12 15 17 13
1Internet on mobile-phone take-up (%) n/a n/a 20 21 32 39
1Social networking online take-up (%) n/a 20 30 40 46 52
2Internet advertising expenditure (£) 2.8bn 3.4bn 3.5bn 4.1bn 4.8bn n/a
2Mobile advertising revenue (£) n/a 29m 38m 83m 203m n/a
2
UK internet and web-based content market: key statistics
Source: 1Ofcom consumer research, Q1 each year, 2Internet Advertising Bureau/PwC
39 41 3766 60
43
11
4630
53 51 55
32 3854
69
4958
92 92 92 98 98 97
8095
88
0%
20%
40%
60%
80%
100%
UK Male Female 16-24 25-34 35-54 55+ ABC1 C2DEProp
ortio
n of
UK
adul
ts (%
)
Smartphone Non-smartphone Total mobile
Source: Ofcom Tecnology tracker, Jan/Feb 2012QD2. Do you personally use a mobile phones? /QD4 Do you personally use a smartphone?Base: Total UK Adults aged 16+ (n = 3772 unweighted total)
3
Figure 4.2Take-up of mobile phones and smartphones, UK adults
4
16 23
1719
1316
2220
31 22
0%
20%
40%
60%
80%
100%
2011 2012
Smar
tpho
ne u
sers
(%)
Strongly disagreeSlightly disagreeNeither/nor
Slightly agree
Strongly agree
Source: Ofcom omnibus research, March 2011/2012Q.15c Please tell me how much you agree or disagree with each of the following statement: My phone is more important to me for accessing the internet than any other device?2012 Base: Total GB adults who use a Smartphone (n = 654)/ Total 2011 GB adults who use a smartphone (n = 474).
Figure 4.3Importance of smartphones for internet access
Net agreement 33% 42%“My phone is more important to me for accessing the internet than any other device”
41 37
35 37
24 25
0%
20%
40%
60%
80%
100%
2012 2011
Smar
tpho
ne u
sers
(%)
Low
Moderate
High
5
Source: Ofcom omnibus research, March 2012/2011Q14 Choose a number between 1 and 10, where 1 represents ‘I’m not at all addicted to my mobile phone’ and 10 represents ‘I’m completely addicted to my mobile phone’. Low is 1, 2, 3; moderate: 4, 5, 6, and high: 7, 8, 9, 10.2012 Base: Total GB adults who use a Smartphone (n = 654)/ Total 2011 GB adults who use a smartphone (n = 474).
Figure 4.4
Net agreement 5.6 5.5
Smartphone ‘addiction’
6
681312
1716
2131
182326
4225
3551
4437
92
142223
3037
4344
4949
51565758
616868
7196
0% 20% 40% 60% 80% 100%
Using voice activated servicesWatching TV programmes/film
TweetingChecking in to a place
Accessing sports newsWatching video clips
Accessing general newsInstant Messaging (IM)
Picture messaging (MMS)Maps/GPS
Playing gamesSocial networking
Downloading appsListening to music
EmailInternet surfing
Taking photos/videoAny
Smartphone users (%)
Used regularly
Ever used
Source: Ofcom omnibus research, March 2012Q.5 Which, if any, of the following functions or activities have you ever used your smartphone for ? Q.6 Which of them do you use your smartphonefor regularly ? Total GB adults who use a smartphone (n = 654)
Figure 4.5Activities conducted on a smartphone by GB adults
7
2628
3232
34343535353637
3943
4751
0% 20% 40% 60%
Internet surfing on PC/laptopWatching TV on PC/laptop
Listening to musicAccessing sports news on PC/laptop
Emailing/uploading photographsAccessing news on TV/radio
Accessing sports news on PC/laptopEmail from a PC/laptopReading a newspaper
Maps/GPS on laptop/sat navSocial networking from a PC/laptop
Accessing general news from a PC/laptopTaking photos/video using a camera
Instant Messaging (IM) from PC/laptopWatching video clips on PC/laptop
Smartphone users (%)Source: Ofcom omnibus research, March 2012Q.7 For each activity, please tell m whether you do more, less or the same amount on other devices since you have had your Smartphone ? Base: All GB adults with a smartphone who have ever conducted the activity on their smartphone (all base over n = 75 shown)
Figure 4.6Activities conducted less on other devices since getting a smartphone
8
12 13 13 14 21 25 27 30 31 35 3922 2031 25
24
42 45 34 3535
3964 67
55 60 53
33 27 36 3428
216
0%
20%
40%
60%
80%
100%
Taking photos
Picture messaging
(MMS)
Instant Messaging
(IM)
Maps/GPS Listening to music
Downloading apps
Email Social networking
Watching short video
clips
Playing games
Browsing the internet
Prop
ortio
n of
sm
artp
hone
and
tabl
et
owne
rs (%
)
Tablet more than smartphone About the same Smartphone more than tablet Don't know
Source: Ofcom omnibus research, March 2011Q8 You mentioned earlier you have a tablet, which of the following activities do you use your tablet more or less for compared to your Smartphone?Base: All GB adults with a smartphone and tablet who have ever conducted the activity on their smartphone (all base over n = 75 shown)
Figure 4.7Principal device for selected activities among smartphone and tablet owners
9
Source: Ofcom omnibus research, March 2012Q.8b Which, if any of the following activities have you ever done on your Smartphone while out shopping ? Base: Total GB adults who use a smartphone (n = 654)
Figure 4.8
57
11
13
19
19
21
25
31
0% 20% 40% 60%
Any
Searched for coupons or deals online
Used phone to redeem a mobile coupon
Researched product features online
Read product reviews online
Scanned a bar code to get more product info
Compared a price to a price online
Took a picture of the product
Smartphone users (%)
Activities conducted on smartphone while out shopping
2,016 2,813 3,350 3,541 4,098 4,7843,905
4,016 3,922 3,5254,083 4,159
6,5236,439 5,713
4,3864,306 3,945
2,322 2,171 2,0401,686
1,712 1,729
16,333 17,081 16,589
14,50415,684 16,102
0
5,000
10,000
15,000
2006 2007 2008 2009 2010 2011
CinemaRadioOutdoorDirect MailPressTelevisionInternet
10
Figure 4.9UK advertising expenditure, by category 2006 – 2011
Advertising expenditure (£000)
Source: AA/Warc Expenditure ReportNotes: All figures are nominal; CAGR = compound annual growth
Internet share of total advertising expenditure12% 16% 20% 24% 26% 30%
CAGR5yr 1yr
2% -7%
-2% 2%
-1% 1%
-6% 1%
-10% -8%
1% 2%
19% 17%
Figure 4.10
11
41
5258
68 71 74 76
0
30
60
90
0
15
30
45
Hou
seho
ld ta
ke-u
p (%
)
Shar
e of
tota
l adv
ertis
ing
(%) /
Ac
tive
digi
tal m
edia
uni
vers
e (m
illio
ns)
Internet advertising share Internet users Broadband Penetration
816
24 26
1220
30
2005 2006 2007 2008 2009 2010 2011
Internet advertising share, active internet users, and broadband penetration: 2005-2011
Source: Internet Advertising Bureau, Nielsen Work and Home Panel, OfcomNote: Broadband household take-up figures are from Q1 of each year (2006-2012).
Figure 4.11
12
Internet advertising, by type: 2008 - 2011
Source: IAB/ PwC Adspend 2008-2011Note: *Like for like growth of the total market **Like for like 2011 growth was 14%
637 709 945 1,128
1,987 2,1482,346
2,767715 667
751785
3,350 3,5414,097
4,784
0
2000
4000
6000
2008 2009 2010 2011
OtherClassifiedSearchDisplay
£ millions Year on Year Growth6% 16% 17%**
2011Growth
89%
5%*
18%*
13%*
Figure 4.12
13
0
30
60
90
120
00:00:00
00:30:00
01:00:00
01:30:00
02:00:00
Rev
enue
£ m
illio
ns
Tim
e (h
h:m
m:s
s)
Video Advertising Revenue Time per person on movie/video sites
1228
54
109
2008 2009 2010 2011
Video display advertising revenue and time spend on film/video sites: 2008 - 2011
Source: Internet Advertising Bureau, Nielsen Work and Home Panel inc. applications.Note: Time accounts for total time on sites of this category and not time spent viewing video content. Movie/video sites is a collection of more than 400 sites including YouTube, BBC iPlayer, Dailymotion, LOVEFiLM.com, Channel 4oD, ITV Player, Yahoo! Movies, blinkbox, Sky Go, Netflix, and Vimeo.
2012
Figure 4.13
14
Demographic profile of video advertisement viewers
Source: comScore Video MetrixNote: Percent of Total Time Spent: % of Time Spent Watching Ad Videos by Demographic Segment / % of Total Internet Population from the Demo Segment x 100. Percent of Total Time Spent does not sum to 100% since not all ages groups are shown.
54% 56%
46% 44%
23% 26%
21% 20%19% 15%17% 20%19% 13%
0%
20%
40%
60%
80%
100%
Unique Views Percent of Total Time Spent
Unique Views Percent of Total Time Spent
Gender Age
55+45-5435-4425-3415-24FemalesMales
Figure 4.14
15
Mobile advertising revenues, and smartphone and mobile internet take-up
Source: Mobile Advertising Revenues: IAB/PWC, Ofcom: take-up of internet on mobile phone and of smartphonesNote: Take-up figures are from Q1 of the following year.
29 38
83
203
20 21
32
39
26 27
39
0
10
20
30
40
50
0
50
100
150
200
250
2008 2009 2010 2011
UK
adul
t tak
e-up
(%)
Rev
enue
(£ m
illio
ns)
Mobile Advertising Revenues Internet on mobile phone take-upSmartphone take-up
Figure 4.15
16
Search and display share of mobile advertising revenues: 2008 - 2011
Source: IAB/PWC.
50 5466 66
50 4634 34
0%
20%
40%
60%
80%
100%
2008 2009 2010 2011
Rev
enue
(%
) Display
Search
Figure 4.16
17
Mobile display advertising revenues, by type and location: 2008 - 2011
Source: IAB/PWC.
84 86
9 116
54
46
0%
20%
40%
60%
80%
100%
2010 2011 2011Location
Rev
enue
(%)
Browser Ads
App Ads
Video
Tenancies
SMS, MMS, and otherBanners and text links
4.2 Internet and devices
Figure 4.17
60 60 64 6773 75
7780
68 67 71 72 74 76 77 79
3141
5258
68 7174 76
65 6567 72
27 3038
42
20 2132
39
12 15 17 130
20
40
60
80
100
2005 Q1 2006 Q1 2007 Q1 2008 Q1 2009 Q1 2010 Q1 2011 Q1 2012 Q1
Internet
PC / laptop
Total broadbandFixed broadbandMobile data userInternet on mobileMobile broadband
19
Household PC and internet take-up, 2005-2012
QE1: Does your household have a PC or laptop computer? / QE2: Do you or does anyone in your household have access to the Internet/Worldwide Web at HOME (via any device, e.g. PC, mobile phone etc)? / QE6: Which of these methods does your household use to connect to the Internet at home?Source: Ofcom technology tracker, Q1 2012Base: All adults aged 16+ (n=3772)Note 1: “Internet on mobile” is the % of adults who use a mobile phone for any of the following activities: Instant messaging, Downloading Apps or programs, Email, Internet access, downloading video, video streaming, visiting social networking sites.Note 2: From,Q1 2009 the ‘Internet’ figure includes those who access the internet on mobile phones.
Proportion of adults (%)
Figure 4.18
34 41 4457 52
66 7585
52 5357
6165 65 67
72
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
100%
Q1 2007 Q3 2007 Q1 2008 Q3 2008 Q1 2009 Q1 2010 Q1 2011 Q1 2012
Currently use wireless router*
Fixed broadband penetration**
Source: Ofcom research, Quarter 1 2012Base: Wireless router take-up - adults aged 16+ with a broadband connection at home (* from 2009 this is based on fixed broadband connections only). Fixed broadband penetration based on all adults aged 16+ (** prior to 2009 this is total broadband penetration).
Use of wireless router versus broadband take-up, 2007 - 2012
Wireless router take-up Fixed broadband take-up
20
21
Figure 4.19
Source: Ofcom research, Quarter 1 2012Base: Adults aged 16+ n = 2258Note: IP-enabled devices include laptop, games console, desktop PC, smartphone, portable games console, internet enabled STB (Sky+, Sky+ HD, V+ and V+ HD set top boxes), e-reader, tablet, netbook, and smart TV. *E-reader take-up stated here is household while elsewhere in the report we state figures by individual take-up.
Ownership of internet-enabled devices
6152
44 41 3932
14 11 7 50
20
40
60
80
Laptop Games console
Desktop PC
Internet enabled
STB
Smartphone Portable games console
E-reader* Tablet Netbook Smart TV
Hou
seho
ld p
enet
ratio
n (%
)
22
Figure 4.20
Source: Ofcom research, Quarter 1 2012Base: Adults aged 16+, AB n = 822,, C1 n= 1085, C2 n=765, DE n=1098
The proportion of each social group owning internet-enabled devices
75
5156 52
31 34
23 1911 9 5
67
5549 46
36 32
16 12 10 8 7
58 57
39 37 36 34
12 8 105 5
44 46
30 3326
20
6 4 83 4
0
20
40
60
80
Laptop Games Console
PC Smart-phone
Portable Games Console
Sky+ E-reader Tablet V+ Netbook Smart TV
AB C1 C2 DEProportion of social group (%)
23
Figure 4.21
Source: Ofcom research, Quarter 1 2012Base: Adults aged 16+
Internet-enabled devices, by social group
76 74 72 65 65 64 63 61 59 58 56
24 26 28 35 35 36 37 39 41 42 44
0%
20%
40%
60%
80%
100%
Tablet E-reader Netbook PC Smart-phone
Smart TV
Laptop Sky+ V+ Portable Games Console
GamesConsole
ABC1 C2DEProportion of device owners (%)
Figure 4.22
24
76%72%
45%
11%8% 6%
91%
84%
70%
20%16%
6%
88%84%
67%
18%
9% 11%
89%85%
59%
14% 12% 10%
81%78%
39%
10% 8%5%
69% 68%
26%
4% 5% 3%
30% 29%
7%1% 1% 1%
0%
20%
40%
60%
80%
100%
ANY OF THESE PC or laptop at home
Mobile phone Games console/ player
Portable media player
Tablet computer
All aged 16+ 16-24 25-34 35-44 45-54 55-64 65+
Devices used to visit internet websites in 2011, by age
IN1/ IN2- Do you or does anyone in your household have access to the internet at home through a computer, laptop or notebook? And do you personally use the internet at home?/ Do you have and use any of the items shown on this card to access the internet or to visit internet websites? (Prompted responses, single coded)Base: All adults aged 16+ (1823 aged 16+, 225 aged 16-24, 252 aged 25-34, 294 aged 35-44, 228 aged 45-54, 281 aged 55-64, 543 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 September to October 2011
25
Figure 4.23
Source: Ofcom research, Quarter 1 2012Base: Adults aged 16+ n = 2258Note: IP-enabled devices include laptop, games console, desktop PC, smartphone, portable games console, internet enabled STB (Sky+, Sky+ HD, V+ and V+ HD set top boxes), e-reader, tablet, netbook, and smart TV.
Number of different internet-enabled devices per household
15 1415 16
1412
8
42 1 0.1
0
25
50
75
100
0
5
10
15
20
None One Two Three Four Five Six Seven Eight Nine Ten
Prop
ortio
n of
hou
seho
lds(
%)
n number of different devices
Own n no. of devicesOwn at least n no. of devices
Prop
ortio
n of
hou
seho
lds
(%)
100 85 72 56 40 27 15 7 3 1.1 0.1Own at least n no. of devices
26
Figure 4.24
Source: Ofcom research, Quarter 1 2012Base: Adults aged 16+ that own at least one IP enabled device n = 1927 (one device, n=307; two devices, n=348; three devices, n=364; four devices n=309; five devices n=263; six devices n=187, seven devices n=86)Note: IP-enabled devices include laptop, games console, desktop PC, smartphone, portable games console, IP enabled STB (Sky+, Sky+ HD, V+ and V+ HD set top boxes), e-reader, tablet, netbook, and smart TV.
Device ownership, by number of different internet-enabled devices in household
0%
20%
40%
60%
80%
100%
1 2 3 4 5 6 7
Prop
ortio
n of
hou
seho
lds
that
ow
n de
vice
Number of different internet-enabled devices in household
LaptopSmartphoneGames consoleDesktop PCPortable games consoleInternet enabled STBE-readerTabletNetbooksSmart TV
27
Figure 4.25
Home internet access, by age, socio-economic group and gender
7584 86 87
69
51
23
8982
73
57
77 737785 88 87
73
55
26
9183
77
57
78 768090 90 88
75
64
27
9286
78
63
81 78
0
20
40
60
80
100
UK 16-24 25-34 35-54 55-64 65-74 75+ AB C1 C2 DE Male Female
2010 2011 2012Home 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 2012.Base: All adults 16+ (n = 3772 UK, 483 16-24, 608 25-34, 1295 35-54, 596 55-64, 447 65-74, 341 75+, 822 AB, 1085 C1, 765 C2, 1098 DE, 1804 male, 1968 female)
Age Socio-economic group Gender
28
Figure 4.26Laptop and desktop computer online audience vs. broadband take-up: 2004 – 2011
Source: Nielsen UKOM, internet users aged 2+, home and work panels, applications included. Ofcom technology tracker, Q1 2012.Base: Total broadband penetration - all adults aged 16+ (n=3772)Note: The online audience is an individual aged 2+ that has used an internet enabled home or non shared work computer to go online at least once in the month. * Due to a change in methodology figures prior to October 2006 should be treated with caution.
24.5 24.1 26.3 29.8 32.2 35.6 38.0 39.0 39.7
0
20
40
60
80
100
0
10
20
30
40
50
Jan-
04M
ay-0
4Se
p-04
Jan-
05M
ay-0
5Se
p-05
Jan-
06M
ay-0
6Se
p-06
Jan-
07M
ay-0
7Se
p-07
Jan-
08M
ay-0
8Se
p-08
Jan-
09M
ay-0
9Se
p-09
Jan-
10M
ay-1
0Se
p-10
Jan-
11M
ay-1
1Se
p-11
Jan-
12 Prop
ortio
n of
hou
seho
lds
(%)
Activ
e di
gita
l med
ia u
nive
rse
(mill
ions
)
Online Audience Total Broadband Take-up
-1.7% 9.1% NA* 8.4% 10.3% 6.7% 2.8% 1.6%YoY Growth
29
Figure 4.27Active internet users and time online on a laptop or desktop computer: 2004 – 2011
Source: Nielsen UKOM, internet users aged 2+, home and work panels, applications included. Ofcom technology tracker, Q1 2012.Base: Total broadband penetration - all adults aged 16+ (n=3772)Note: The online audience is an individual aged 2+ that has used an internet enabled home or non shared work computer to go online at least once in the month. Online time per person is the average time spent using a web browser or internet enabled application across the online audience. * Due to a change in methodology figures prior to October 2006 should be treated with caution.
0
6
12
18
24
30
0
10
20
30
40
50
Jan-
04M
ay-0
4Se
p-04
Jan-
05M
ay-0
5Se
p-05
Jan-
06M
ay-0
6Se
p-06
Jan-
07M
ay-0
7Se
p-07
Jan-
08M
ay-0
8Se
p-08
Jan-
09M
ay-0
9Se
p-09
Jan-
10M
ay-1
0Se
p-10
Jan-
11M
ay-1
1Se
p-11
Jan-
12
Tim
e on
line
(hou
rs)
Activ
e di
gita
l med
ia u
nive
rse
(mill
ions
)
Online Audience Online Time Per Person
Jan 201224.6
Jan 200411.9
Nov 200928.7
Year 2004 2005 2006 2007 2008 2009 2010 2011Average (hrs)
11.1 12.5 NA* 17.6 18.7 23.9 23.0 23.5
30
4.5
15.8
34.1 33.8
27.523.7 21.8
4.2
14.5
26.3 25.6 24.2 24.320.5
0
10
20
30
40
2 - 11 12-17 18 - 24 25 - 34 35 - 49 50 - 64 65+
Male Female
Average time spent on the internet on a laptop or desktop, by age and gender
Source: UKOM/Nielsen, March 2012, Home and Work Panel, applications included
Figure 4.28
Average monthly hours online per internet user
31
Figure 4.29
Time spent online on a laptop or desktop computer, by region
26.0 25.9 25.5 24.2 23.9 23.7 23.5 23.5 22.3 21.4 21.2 21.1 20.0
0
10
20
30Time per person (hrs)
Source: UKOM/Nielsen, home and work panel, applications included. Month of March 2012. Regions based on ISBA regions. Internet users aged 2+
32
Figure 4.30Online audience and domains visited per person on laptop and desktop computers: 2004 - 2011
Source: Nielsen UKOM, internet users aged 2+, home and work panels, applications included. Ofcom technology tracker, Q1 2012.Note: The online audience is an individual aged 2+ that has used an internet enabled home or non shared work computer to go online at least once in the month. Due to a change in methodology figures prior to October 2006 should be treated with caution.
0
20
40
60
80
100
0
10
20
30
40
50
Jan-
04M
ay-0
4Se
p-04
Jan-
05M
ay-0
5Se
p-05
Jan-
06M
ay-0
6Se
p-06
Jan-
07M
ay-0
7Se
p-07
Jan-
08M
ay-0
8Se
p-08
Jan-
09M
ay-0
9Se
p-09
Jan-
10M
ay-1
0Se
p-10
Jan-
11M
ay-1
1Se
p-11
Jan-
12 Sess
ions
/Dom
ains
per
per
son
Activ
e di
gita
l med
ia u
nive
rse
(mill
ions
)
Online Audience Domains Visited per Person
Jan 200471
Jan 201282
Nov 201098
65 70 73 76 79
65 5 4 4
8 34 3 2
21 22 17 17 15
0%
20%
40%
60%
80%
100%
2008 2009 2010 2011 2012
Don't intend to get
Don't know if will get
Likely to get in next 12 months
Internet connection at home
QE2/ QE24 – Do you or does anyone in your household have access to the internet / world wide web at home (via any device)?/ How likely are you to get internet access at home in the next 12 months?Base: All adults aged 16+ (5812 aged 16+ in 2008, 6090 aged 16+ in 2009, 9013 aged 16+ in 2010, 3474 aged 16+ in 2011, 3772 aged 16+ in 2012, 483 aged 16-24, 608 aged 25-34, 713 aged 35-44, 582 aged 45-54, 596 aged 55-64, 447 aged 65-74, 341 aged 75+, 822 AB, 1085 C1, 765 C2, 1098 DE), 1804 male, 1968 female). Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in January to February 2012
Average monthly hours online per internet user
Figure 4.31Internet take up and intentions: 2008 - 2011
7781
6176
8592
2764
7584
908888
43
64
4
2
24
366
22
33
11
52
2
222
1714
3016
106
6633
2010
644
FemaleMale
DEC2C1AB
75+65-7455-6445-5435-4425-3416-24
Internet connection at home Likely to get in next 12 months Don't know if will get Don't intend to get
Figure 4.32Internet take-up and intentions, by demographic group
QE2/ QE24 – Do you or does anyone in your household have access to the internet / world wide web at home (via any device)?/ How likely are you to get internet access at home in the next 12 months?Base: All adults aged 16+ (5812 aged 16+ in 2008, 6090 aged 16+ in 2009, 9013 aged 16+ in 2010, 3474 aged 16+ in 2011, 3772 aged 16+ in 2012, 483 aged 16-24, 608 aged 25-34, 713 aged 35-44, 582 aged 45-54, 596 aged 55-64, 447 aged 65-74, 341 aged 75+, 822 AB, 1085 C1, 765 C2, 1098 DE), 1804 male, 1968 female). Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in January to February 2012
2007
2009
2005
2010
2011
35
82
187 2 2
82
21 152 1
72
3123
11 6 2
78
3526
176 2
78
3020 14 8
1
Interest (e.g. Not
interested in the internet, wouldn’t
use it)
Cost(e.g. I can’t afford a computer, it’s too
expensive)
IN17/ IN18– Can you tell me what your reasons are for not getting internet access at home? (Unprompted responses, multi-coded)/ And what is your main reason for not getting internet access at home? (Unprompted responses, single coded)Base: All adults aged 16+ who do not intend to get internet access at home (930 in 2005, 743 in 2007, 410 in 2009, 478 in 2010, 328 in 2011). Significance testing shows any change between 2010 and 2011. Percentages may add to more than 100% as respondents can nominate more than one reason. Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in September to October 2011
Ownership/ availability
(e.g. I don’t have a computer)
Knowledge(e.g. Don’t know
how to use a computer)
Concerns(e.g. Worried
about security/ ID theft)
Access elsewhere
(e.g. Can use the internet at work/
elsewhere)
NA NA
2007
2009
2005
2010
2011
2007
2009
2005
2010
2011
2007
2009
2005
2010
2011
2007
2009
2005
2010
2011
2007
2009
2005
2010
2011
Main Reason 201166% 16% 7% 4% 4% 1%
Figure 4.33Stated reasons for not intending to get home internet access in the next 12 months: 2005, 2007, 2009, 2010 and 2011
36
914
1081112
1013121215
131316
1215
19141618
8378
8285
838183
818182
798181
7980
7976
7978
78
77876
876765664
864
764
20112011201120102009201120102009201120102009201120102009201120102009201120102009
Interested Not interested Don't know
IN10A-M –I’m going to read out some different types of tasks associated with the internet, PCs or laptops, and for each one please say which of the options on the card applies to you. (Prompted responses, single coded)Base: Adults aged 16+ who do not use the internet at home or elsewhere (542 in 2009, 628 in 2010, 454 in 2011) – significance testing shows any change between 2010 and 2011Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in September to October 2011
Figure 4.34Interest in internet functions among non-users: 2009 - 2011
Use e-mail to contact friends and relatives
Transfer photos from a digital camera or mobile phone to a computer
Buy things over the internet
Find out about local services such as cinemas and restaurants
Find out information from your local government or local council such as health services, recycling, local libraries
Complete government processes online (e.g. register for tax credits, renew driving licence, car tax or passport, complete tax return)Look at information on hobbies or interestsWatch online or download TV programmes or films (e.g. BBC iPlayer, 4OD, ITV player, Sky Player etc)
4.3 Web-based content
38
QE5. Which, if any, of these do you or members of your household use the internet for whilst at home?Source: Ofcom research, Quarter 1 2012Base: Adults aged 16+ with a broadband connection at home (n= 2726 UK)
5
10
12
10
22
26
14
21
26
16
29
31
35
42
55
49
41
78
79
97
5
9
8
11
10
12
25
19
14
25
15
16
22
19
9
15
33
10
10
2
10
19
20
21
32
38
39
40
40
41
44
47
57
62
64
64
74
88
89
99
0% 20% 40% 60% 80% 100%
Streamed audio services
Uploading/ adding content to internet
Listening to radio
Realtime gambling/auctions
Instant messaging
Finding/ downloading info for college
Find health information
Downloading music/films/video clips
Playing games
Using local council/ Government websites
Watching video clips/ webcasts
Finding/ downloading info for work
TV/ Video viewing
Finding/ downloading info for personal use
Using social networking sites
Banking
Purchasing goods/services
General surfing/browsing
Sending and receiving email
Any
Used in the past week Use less often
Increase Since Q1 2011(%-age points)
+/-0
+/-0
+2
+3
+2
+3
+2
+2
+3
+1
+1
+2
+3
+2
-2
+/-0
+1
+2
+3
Figure 4.35Claimed use of the internet for selected activities
39
190.
4
72.7
51.7
43.3
37.7
35.6
34.0
33.1 23
.7
6.5
4.4
2.1
1.8 2.0
2.0
1.0
0.9
1.0
0
1
2
3
4
5
6
7
0
30
60
90
120
150
180
210
Member Communities
Online Games
Email Videos/Films
Classifieds/Auctions
Instant Messaging
General Interest
Portals & Communities
Search Mass Merchan
-diser
Total time (millions of hrs) Time per user (hrs)
Figure 4.36
Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, applications included, month of March 2012
Time spent on selected activities on desktop and laptop computers
Total time (millions of hrs) Time per user (hrs)
40
Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, applications included, month of March 2012
31.2
5.1 4.9
25.7
6.24.0
20.8
9.67.4
18.5 17.1
7.3
15.6
10.16.5
0
10
20
30
40
Goo
gle
Sear
chYa
hoo!
Se
arch
Bing
Web
Face
book
Twitt
er
Link
edIn
YouT
ube
iTun
es
BBC
iPla
yer
Amaz
on
eBay
Tesc
o
Wik
iped
ia
BBC
New
s
Mai
lOnl
ine
Unique audience (m)
Figure 4.37Leading sites in selected categories, by unique audience
41
Figure 4.38Relative popularity of the top ten websites on desktop and laptop computers, by age group
Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, applications included, month of March 2012
Rank 2-17 18-24 25-34 35-49 50-64 65+
1 YouTube YouTube Microsoft eBay Amazon Amazon
2 Google MSN/WindowsLive/Bing
MSN/WindowsLive/Bing
BBC BBC Microsoft
3 Facebook Facebook Yahoo! Amazon Yahoo! BBC
4 BBC Wikipedia Facebook Wikipedia Microsoft Wikipedia
5 MSN/WindowsLive/Bing
Yahoo! YouTube Yahoo! eBay Yahoo!
6 Wikipedia Microsoft eBay MSN/WindowsLive/Bing
Google eBay
7 Yahoo! Google Google Google Wikipedia Google
8 eBay eBay Amazon Facebook Facebook Facebook
9 Microsoft BBC Wikipedia YouTube MSN/WindowsLive/Bing
YouTube
10 Amazon Amazon BBC Microsoft YouTube MSN/WindowsLive/Bing
42
Figure 4.39
Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, month of March 2012
Most popular applications on desktop and laptop computers, by active reach
424242
30.8%28.1%
23.4%
18.8%
9.3%
5.4% 5.1% 4.8% 4.8% 4.7% 4.4% 4.4% 4.0% 3.8% 2.8%
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
0
5
10
15
20
25
30
35
Win
dow
s M
edia
Pl
ayer
Win
dow
s Li
ve
Mes
seng
er
iTun
es
Skyp
e
Win
dow
s Li
ve
Phot
o G
alle
ry
Appl
e Q
uick
Ti
me
Mic
roso
ft O
ffice
H
elp
View
er
uTor
rent
Rea
l Pla
yer
VLC
Med
ia
Play
er
Spot
ify
Goo
gle
Earth
Stea
m
Pica
sa
Yaho
o!
Mes
seng
er
Active reach (%) Time per user (hrs)
Active reach (%) Time per user (hrs)
Figure 4.40
43
Most popular search, email and reference services offered by Google, Microsoft and Yahoo!
Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, applications included, month of March 2012
31.2
17.1
12.5 12.29.9 8.5 8.1 6.8 5.9 5.7 5.1 4.9
0
50
100
150
200
250
300
350
0
5
10
15
20
25
30
35
Goo
gle
Sear
ch
Goo
gle
Map
s
Win
dow
s Li
ve
Hot
mai
l
Goo
gle
Imag
e Se
arch
Goo
gle
Acco
unt
Yaho
o!
Answ
ers
Yaho
o!
Mai
l
MSN
H
omep
age
Goo
gle
Gm
ail
Yaho
o!
Hom
epag
e
Yaho
o!
Sear
ch
Bing
Web
Unique audience Page views per visitor
Unique audience (m) Page views per visitor
Figure 4.41
44
Unique audiences of selected search engines on desktop and laptop computers: March 2011 to March 2012
Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, March 2011 to March 2012
0
10
20
30
40
Mar-11 May-11 Jul-11 Sep-11 Nov-11 Jan-12 Mar-12
Total Search
Google Search
Google Image SearchYahoo! Search
Bing Web
Unique Audience (m)
Figure 4.42
45
Web browsers’ shares of total page views on desktop and laptop computers
Source: StatCounter, month of March 2012
38.9%
28.0%
19.8%
11.6%
0.9% 0.8%
Windows Internet ExplorerGoogle Chrome
Mozilla Firefox
Apple Safari
Opera
Other
Figure 4.43
46
Web browsers’ shares of total page views on mobile devices
Source: StatCounter, month of March 2012
42.4%
29.7%
20.7%
3.4%0.8% 3.0%
Apple Safari
BlackBerry
Android
Opera
Windows Internet Explorer MobileOther
47
30
50
46
35
13
3 1
35 36
29
19
28
31
40
61 61
48
20
7
3
46 46
39
30
39
42
46
69
64
54
28
12
5
53 52
46
33
45 47
50
78
64
60
31
16
3
57 57
48
39
48
52
0%
20%
40%
60%
80%
UK 15-24 25-34 35-54 55-64 65-74 75+ AB C1 C2 DE Male Female
Q1 2009 Q1 2010 Q1 2011 Q1 2012
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 2012Base: All adults aged 16+ (n = 5812 Q1 2008, 1581 Q3 2008, 6090 Q1 2009, 9013 Q1 2010, 3474 Q1 2011, 3772 Q1 2012)
Proportion of adults who access social networking sites on the internet at home: Q1 2009 to Q1 2012
Figure 4.44
Figure 4.45
48
Unique audiences of selected social networking sites on desktop and laptop computers: March 2011 to March 2012
Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, March 2011 to March 2012
0
5
10
15
20
25
30
Mar-11 May-11 Jul-11 Sep-11 Nov-11 Jan-12 Mar-12
Myspace
Friends Reunited
Unique audience (m)
Figure 4.46
49
Time spent, per visitor per month, on selected social networking sites, on desktop and laptop computers: March 2011 to March 2012
Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, March 2011 to March 2012
0
1
2
3
4
5
6
7
8
Mar-11 May-11 Jul-11 Sep-11 Nov-11 Jan-12 Mar-12
Myspace
Friends Reunited
Google+
Time per visitor (hrs)
Figure 4.47
50
Overlapping and unduplicated audiences of selected social networking sites on desktop and laptop computers
Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, month of March 2012
0.4m 0.6m 0.2m 0.1m
25.7m 5.8m 3.4m 2.3m 0.5m
0%
20%
40%
60%
80%
100%
Facebook Twitter LinkedIn Google+ Friends Reunited
On FacebookOff Facebook
Proportion of unique audience (%)
Figure 4.48
51
Selected sites ranked by proportion of referred traffic generated through referrals from Facebook
Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, month of March 2012
23.7%
11.2%
6.7%3.8% 3.6% 3.3%
0%
5%
10%
15%
20%
25%
YouTube BBC eBay Twitter Wikipedia Amazon
Proportion of referrals from Facebook (%)
Figure 4.49
52
Unique audiences of selected video-sharing sites on desktop and laptop computers: March 2011 to March 2012
Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, March 2011 to March 2012
0
5
10
15
20
25
30
Mar-11 May-11 Jul-11 Sep-11 Nov-11 Jan-12 Mar-12
Total Videos / MoviesYouTube
Google Video
MSN Video
Dailymotion
Bing Videos
Metacafe
Vimeo
Yahoo! Video
Unique audience (m)
Figure 4.50
53
Time spent, per visitor per month, on selected video-sharing sites, on desktop and laptop computers: March 2011 to March 2012
Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, March 2011 to March 2012
0.00
0.50
1.00
1.50
2.00
Mar-11 May-11 Jul-11 Sep-11 Nov-11 Jan-12 Mar-12
Total Videos / MoviesYouTube
Dailymotion
Bing Videos
Metacafe
MSN Video
Yahoo! Video
Google Video
Vimeo
Time per visitor (hrs)
Figure 4.51
54
Top platforms for video content, by number of videos watched
Source: ComScore Video Metrix, month of January 2012
3,660
177107 76
45 44 37 3418 15
1
10
100
1000
10000
YouTube VEVO Perform Sports
BBC Sites
Facebook Viacom Digital
Microsoft Sites
Yahoo! Sites
Amazon Sites
Vimeo
Number of videos watched (m)
Figure 4.52
55
Total time spent watching videos online, split by gender and age
Source: ComScore Video Metrix, month of January 2012
74.7%
24.3%
Male
Female
25.0%
26.0%
16.0%
14.7%
15-2425-3435-4455+
AgeGender
Figure 4.53
56
UK retail sales, split by e-commerce and high street: February 2010, February 2011 and February 2012
Source: Office of National Statistics, Retail Sales Statistical Bulletin, February 2010, February 2011 and February 2012
£21.1bn £21.9bn £22.0bn
£1.8bn £2.0bn £2.6bn
0
10
20
30
February 2010 February 2011 February 2012
High Street E-CommerceRetail sales (£billions)
Figure 4.54
57
Unique audiences of leading shopping sites on desktop and laptop computers: March 2010 to March 2012
Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, applications included, March 2011 to March 2012
0
5
10
15
20
25
Mar-10 Jul-10 Nov-10 Mar-11 Jul-11 Nov-11 Mar-12
Amazon
eBay
Tesco
Argos
ASDA
Marks & Spencer
Groupon
Unique audience (m)
Figure 4.55
58
Most popular coupons and rewards sites on desktop and laptop computers, by active reach: March 2011 and March 2012
Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, applications included, month of March 2012
18.7
9.4
3.9 2.9 2.1 2.9 3.0 2.2 2.51.1
10.3
5.83.6 3.5 3.1 2.8 2.7 2.7 2.7 2.6
0
5
10
15
20
Groupon Nectar VoucherCodes.co.uk
HotUKDeals
LivingSocial
KGB Deals Tesco Clubcard
TopCashBack
Quidco Webloyalty.com
Mar-11 Mar-12Active reach (%)
Figure 4.56
59
Most popular news sites on desktop and laptop computers in the UK
Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, applications included, month of March 2012
10.1
6.55.1 4.8 4.2
2.7 2.6 2.5 2.1 1.9 1.5 1.4
0
4
8
12
BBC
New
s
Mai
lOnl
ine
Gua
rdia
n O
nlin
e
Tele
grap
h O
nlin
e
Yaho
o! N
ews
Web
site
s
The
Sun
New
sque
st
Med
ia G
roup
Huf
fingt
onPo
st
The
Inde
pend
ent
MSN
New
s N
etw
ork
Sky
New
s
Goo
gle
New
s
Unique audience (m)
60
945
360
133203
282
298360
78
1,227
658493
281
46 38 140
200
400
600
800
1,000
1,200
1,400
BBC News Guardian Online
MailOnline Telegraph Online
Independent Sky News Financial Times
Facebook Twitter
Links to stories (000s)
Number of stories from selected news sites shared on Facebook and Twitter
Figure 4.57
Source: Rippla, month of March 2012
Figure 4.58
61
Year-on-year changes in headline circulation of print versions and unique audiences of online versions of selected newspapers: March 2011 and March 2012
Source (1): Audit Bureau of Circulations, March 2011 and March 2012Source (2): UKOM/Nielsen home and work panel, desktop and laptop computers only, March 2011 to March 2012
-4.3%
-16.8%-8.0% -7.2%
-44.7%
-11.7%-16.3%
+18.2%
+6.3% +6.7% +3.8%0.0%
-53.3%
-12.5%
-60
-40
-20
0
20
Mail Guardian Telegraph Sun Independent Times Financial Times
Print Online2011-2012 change (%)
Figure 4.59
62
Overlapping audiences of selected news sites on desktop and laptop computers
Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, month of March 2012
BBC News10.1m
Mail6.5m
Guardian5.1m
Telegraph4.8m
Sun2.7m
Independent2.1m
Times0.7m
Overlap with BBC News 56.5% 63.0% 60.9% 55.3% 64.2% 63.7%
Overlap withMail 36.3% 47.7% 52.3% 54.6% 53.9% 53.6%
Overlap with Guardian 32.1% 37.7% 48.5% 39.1% 58.7% 55.6%
Overlap with Telegraph 28.7% 38.4% 45.0% 37.8% 52.6% 54.7%
Overlap with Sun 14.9% 22.9% 20.7% 21.6% 24.5% 29.2%
Overlap with Independent 13.3% 17.4% 23.9% 23.1% 18.8% 34.2%
Overlap with Times 4.6% 6.0% 7.8% 8.3% 7.8% 11.8%
█ 0-15% █ 16-30% █ 31-45% █ 46-60% █ 60-75%