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).

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

January is one of the busiest times of year for people looking for love online and the digital dating brands have been in the news this week giving singletons all types of advice. Tinder revealed wearing glasses can reduce your chance of a right swipe and it’s best to smile with your teeth showing.  Match informed us that 9pm is the best time to log on and that males view more profiles than females. Who kicks off the New Year looking for love and how much time do they spend searching for their perfect partner. Based on behaviour this time last year, UKOM explores the personals category



Read more or download the whole Online Personals .pdf here

To find out more about UKOM Insights, please email

Uber & Pokémon Go – Making the headlines in 2016

  • Uber’s heavy use amongst London media agency staff does not reflect the national picture.
  • In October 2016 Uber’s app and website had 2.5 million unique visitors, an increase of over 40% since January this year
  • 3.4 million UK adults were still playing Pokémon Go in October 2016, down from a peak of nearly 10 million in July.
  • Although the Pokémon Go audience has dropped by two-thirds, the average time spent among those who still use it is high – average time per user went up from 297 minutes (almost five hours) in July to 442 minutes (over 7 hours) in October 2016.
  • Today, older audiences who play Pokémon Go today spend longer using the app. The average time spent on Pokémon Go for 18-24s in October was only 301 minutes compared to 548 minutes among 35+ - could this be because younger audiences started using it earlier so have found all the Pokémon?



Read more or download the whole Uber & Pokémon Go .pdf here

To find out more about UKOM Insights, please email

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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