The home for UKOM’s analysis of audience data – notably our quarterly Digital Market Overview – plus guest blogs, opinion piece and insight articles

We aim to give you regular insights into consumers’ online habits, analysed by demographics, categories and devices.
The Digital Market overview is UKOM’s quarterly snapshot of digital audience trends, offering detailed insights into the UK’s top performing websites, mobile and video properties.
Each report includes total multi-platform measures, as well as breakdowns by device (PC/smartphone/tablet).

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Digital Market Overview

Q1 2018 UK Digital Market Overview report

Key insights include: Mobile devices now account for 75% of all adults’ time online. For the first time, more 55+s use a smartphone than a tablet to access the internet. ...

Q4 2017 UK Digital Market Overview report

Insights include: Mobile apps account for 61% of ALL minutes and 83% of MOBILE minutes. Mobile share of time is higher among females (81%) than males (65%). ...

Q3 2017 UK Digital Market Overview report

Insights include: Smartphone’s share of online minutes among 18+ is now 59% - smartphone apps alone account for 50% of all online minutes as 81% of all online adults use a mobile app each month. ...

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Online Gambling

With the World Cup kicking off on 14th June, the next month looks set to be a bumper one for the online bookmakers. This month UKOM takes a look at the online gambling category.

Fast Food by Smartphone

Last week, London Mayor, Sadiq Khan called for a ban on junk food advertising on the transport network in a move to tackle childhood obesity, but looking at usage of smartphone apps among adults, it’s clear that the UK’s penchant for convenience food is not limited to children...

Netflix Wins For Time In Mobile Apps

The latest UKOM endorsed comScore data suggests that tablets and smartphones generate a significant volume of time spent on Netflix.

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UKOM On The Road

IAB UK Research Breakfast - May 2018

This is the UKOM deck which Julie Forey presented at the IAB Research Breakfast in May 2018.

Download (.pdf – 1.48MB)

Industry standard audience measurement

The Media Research Group (MRG) is a UK non-profit making organisation promoting an understanding of the techniques and uses of media research. MRG's 'Tools of the Trade' is a training programme providing an introduction to the key research and insight tools used by agencies and media owners to evaluate media performance and is designed for people with 0 to 3 years' experience in the industry.

Download (.pdf – 6.75MB)

UK Digital Market Overview Summary - Dec 2017

This is an abridged Digital Market overview presented to the IAB's Mobile Steering Group, a premium advisory group made up of the leading companies operating in the mobile space.

Download (.pdf – 766.51KB)

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