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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Insights

YouTube’s Challenge to Spotify

Last month Google launched its all new YouTube Music service in the UK. The offering is similar to Spotify, but Google plans to use the wealth of data it holds on customers to create a new type of personalised music service. So how big is Spotify and how does reach and platform usage compare to YouTube’s current video viewing audience?

A Game of ‘Snap’

Last month a new report from The Information suggested that Snap is about to launch its own gaming platform. Whatever Snap's reasons and strategy, it’s clear from latest UKOM approved comScore data that mobile gaming apps are big drivers of time online...

The Ozone Project: plugging a gap?

Last week, three of the biggest UK News Brands - News UK, The Telegraph and The Guardian announced a new joint venture, The Ozone Project. This collaboration will offer a premium publisher, quality environment with large reach which will clearly be an alternative to Facebook and other global online players.

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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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