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).

UKOM publishes Q2 2017 UK Digital Market Overview report

Over 50 million users accessed the internet via their desktop, smartphone and tablet devices in June 2017.

  • Smartphone share of online minutes is back up to 50% - last witnessed in December 2016
  • Parents spend a greater share of their time online (57%) on smartphones compared to non-parents (47%) but share continues to be highest among young adults (63% for 18-24s)
  • Two categories grew significantly for both time online and visitors in June: Politics & Weather.
  • The UK General Election contributed to the uplifts for the Politics category since March which grew by 36% in terms of unique visitors and 33% for time online. Reach increased by 13% points between May and June 2017 alone. This uplift was similar to the previous General Election in May 2015 (+ 15.5% pts) but much lower than Brexit in June 2016 (+26% pts) The Guardian & BBC were the major beneficiaries - both adding 3.8 million visitors to their politics news channels in election month.
  • Britain had its hottest day for 40 years on 21st June and the heatwave helped drive increases to weather sites and apps which saw visitor numbers up 65% compared to March.
  • The main UK news sites also witnessed big gains as major stories (General Election, terrorist attacks and Grenfell Tower) dominated headlines. However, the overall category didn’t increase as the US titles e.g. USA Today, Washing Post & NY Times all had lower visitor numbers than March, as consumers turned their attention to events closer to home.

Read more or download the whole UKOM Digital Market Overview - June 2017 .pdf here.



To find out more about UKOM Insights, please email

Airbnb and the Hotels/Resorts Category

Airbnb has disrupted the travel lodgings sector since it burst on the scene offering short term holiday lettings. April 2017 was the site’s peak month to date when nearly 3 million adults in the UK were looking for or posting rentals on the site according to UKOM approved comScore data. Seasonality over the last couple of years suggests the audience is set to increase during the coming months as people book last minute trips over the summer. So how does Airbnb’s current consumer usage compare to the travel accommodation sector?

The graph below shows that across the year the monthly number of people visiting hotel & holiday rental websites fluctuates between around 15 and 19 million. Typically, November and December are the lowest months with January and the summer (July and August) being the peak months.



Read more or download the whole Airbnb .pdf here.

To find out more about UKOM Insights, please email

Online Newspapers – what happened in the last two major UK votes?

UKOM 2016 Platform Insights Summary

Mums Online

The ‘Mobile Only’ Audience

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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