Insights Archive

‘UKOM Insights’ provides data, analysis and commentary on the behaviour of the UK’s online population, using UKOM-approved comScore data.  This includes regular insight into consumers’ online habits analysed by demographics, categories & devices (as archived below) and quarterly snapshots on the state of the UK digital landscape (archived separately here).

Mums Online

It’s Mothers’ day on Sunday so this week UKOM is taking a quick look at mums’ behaviour online. UKOM has often cited how smartphones account for the majority share of females’ time online but how does having children at home also impact platform usage?  By comparing time online for females aged 25-54 with and without kids at home, UKOM uncovers a couple of interesting insights namely that 1) smartphones’ share of minutes is higher among mums and 2) mums spend more time than their childfree counterparts accessing entertainment and social media content on their smartphones and a lot less time on dedicated news channels.



Read more or download the whole Mums Online .pdf here.

To find out more about UKOM Insights, please email

The ‘Mobile Only’ Audience

Latest UKOM approved comScore data shows that in December 2016, three quarters (74%) of online adults are now multi-platform – that is they use both a laptop or desktop AND a mobile device – either a smartphone or tablet – to access the internet.  The remainder access via either desktop only (16%) or mobile only (10%).  The theory that large swathes of Britons are deserting the desktop in favour of mobile devices does not seem to stack up. comScore data over the last 2 years shows that desktop audiences and time online is flat. However, although most of the UK adult online population is not in a rush to abandon the desktop, the 4 million who are currently ‘mobile only’ is not an insignificant number. This month UKOM asks – Who is the ‘mobile only’ audience?



Read more or download the whole The ‘Mobile Only’ Audience .pdf here.

To find out more about UKOM Insights, please email

Online Personals: Who kicks off the New Year looking for love?

Uber & Pokémon Go – Making the headlines in 2016

Last Minute Christmas Shopping

Social Networks: Changing Profiles

What do George Clooney, Barack Obama & Ricky Gervais have in common?

Xmas toy shopping – Men spend longer on toy sites than women

PC/laptops still key for some categories online

Are Brits really obsessed with the weather?

The EU Referendum is finally upon us but how does a major vote impact consumption of political news

Euro 2016 - Are online bookies set to cash in? UKOM takes a look at online betting in the UK

Smartphones - How women are driving time online

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