Latest Insights


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

To find out more about UKOM's Digital Market Overview series, please email insight@ukom.uk.net.


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 insight@ukom.uk.net.


UKOM Digital Market Overview - December 2016

  • Share of minutes to mobile devices (smartphones + tablets) continued to increase. They now account for two-thirds of adults’ time online, with smartphones alone generating 50% of all minutes.
  • There is a strong relationship between age and platform usage – 65% of online time among 18-24s is via a smartphone and this decreases with increasing age to only 31% for 55+s.
  • Despite mobile taking the lion’s share of minutes, the desktop still has higher adult online reach (90%) compared to smartphones (70%) and tablets (47%).
  • 74% of adults are multi-platform but this is lower among social class A, who are more likely to only use the desktop and social class E who are more likely to only use a mobile. 1 in 10 adults are now mobile only but this is higher among females (12%) than males (7%).
  • Google’s total audience increased by 5% to 95.9% of the UK online population between September and December.  Google shopping (+1.5m) and Youtube (+2.3m) contributed to this uplift.
  • Snapchat enters the top 10 for total ‘time spent’ among adults – visitors spend on average nearly 6.5 hours per month on the social networking site.
  • Predictably, retail sites dominated the top 10 growth sites in December with Home Retail Group (Argos) being the main beneficiary - up by 4.5 million unique visitors compared to September. Dixons, Tesco, Debenhams and John Lewis also added over 3 million users.

Read more or download the whole UKOM Digital Market Overview - December 2016 .pdf here.

 

 

To find out more about UKOM's Digital Market Overview series, please email insight@ukom.uk.net.


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 insight@ukom.uk.net.


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 insight@ukom.uk.net.


Last Minute Christmas Shopping

If you didn’t manage to grab a deal on Black Friday or if you aren’t organised enough even to think about Christmas shopping until December, then you are not alone. UKOM-approved comScore data from the holiday season last year suggests that not everyone has all their Christmas shopping sewn up by Black Friday. This month UKOM identifies the ecommerce categories which see usage peak in December.

 

 

Read more or download the whole Last Minute Christmas Shopping .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.


Social Networks: Changing Profiles

  • 93.1% or 39.4m online adults used a social network in September 2016
  • Facebook is still by far the most popular site in terms of visitor numbers among all age groups
  • Snapchat’s audience is the most skewed towards youth with nearly three quarters aged under 35. Over 50% of 18-24s use Snapchat compared to less than 1 in 5 adults.
  • Snapchat, Instagram and Pinterest are seeing the fastest growth, particularly among 35+ audiences (Q3 2016 v Q1 2016)
  • As social networks become more mature so does their audience. Younger audiences may be quick to try new social platforms but are not in a rush to abandon the ones they have already built up

 

 

Read more or download the whole Social Networks: Changing Profiles .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.


UKOM Digital Market Overview - September 2016

  • ¾ of online users are now multi-platform, 8.5% ONLY use a mobile device but 15% still ONLY use a desktop/laptop.
  • Although mobile devices now account for over 62% of adults’ time online and smartphones take a higher share than desktops, MORE adults use a desktop/laptop than a smartphone to go online.
  • Desktop total time online has been reasonably flat over the last 2 years, which suggests most of mobile’s minutes are additive and do not signify the death of the PC
  • Although significantly lower than June, national newspaper audiences in September were slightly higher than pre-Brexit levels
  • Dailymotion’s audience was nearly 4million higher in Sept (compared to June) – large uplifts in both August and September are likely to have been fuelled by Olympics videos & Paralympics live streaming.
  • Bing had another strong quarter, adding 2.8milion new searchers.
  • 32.8m adults used a mobile app in Sept 2016. 8 out of 10 of the top mobile Apps in terms of unique visitors are owned by Google or Facebook (see top 20 below)

Read more or download the whole UKOM Digital Market Overview - September 2016 .pdf here.

 

 

To find out more about UKOM's Digital Market Overview series, please email insight@ukom.uk.net.


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

The answer - they all turned 55 in 2016.  UKOM-approved comScore data for August 2016 shows that UK internet users aged 55+ now generate a fifth of all adults’ time online.  Furthermore, anyone who was in their 30s and started using the web 20 years ago will now be in their fifties. This month UKOM explores the online behaviour of the 55+ audience and focuses on differences and similarities versus the adult internet population.

 

 

Read more or download the full UKOM 55+ Insights .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.


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

With less than 100 sleeps to go before the big red man comes down the chimney, UKOM felt it was a good time to take a look at festive trends in the toy sector by exploring comScore data from 2015. Whilst more women visited toy websites than men in the run up to Christmas, those men who did look at toy sites online spent a lot longer on them.  UKOM explores key audience trends for the toy category and uncovers some interesting insights. 

 

 

Read more or download the full Xmas toy shopping .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.


PC/laptops still key for some categories online

The digital media industry – including UKOM – has spent a good deal of time over recent months focusing on the growth of the smartphone market and, in UKOM’s case, specifically on how and why mobiles are taking the lion’s share of time online. In July 2016 only 38% of adults' internet time was spent on PCs and laptops. However, smartphones and tablets don’t dominate uniformly across all content and this month UKOM identifies categories where the PC/laptop still dominates and hypothesises as to why the platform may still be preferred for certain types of content.

 

 

Read more or download the full PC/laptops still key for some categories online .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.


Are Brits really obsessed with the weather?

Talking about the weather is said to be a British national pastime. In 2010 a survey for Kate Fox’s book ‘Watching the English’ revealed that 90% of Brits had discussed the weather in the last six hours.  Furthermore, a study by British Airways in 2014 among 1000 Americans cited ‘talking about the weather’ as one of the attributes they most commonly associate with us Brits.  So are we really obsessed with the weather or do we just like talking about it? UKOM investigates…

 

 

Read more or download the full Are Brits really obsessed with the weather? .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.


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

The EU Referendum is finally upon us but how does a major vote impact consumption of political news online? UKOM investigates…

Voting for the EU referendum finally takes place on Thursday so UKOM takes a quick look at the politics category online. What happened to the online audience during the Scottish Referendum in 2014 & the UK General Election in 2015? Can we learn anything from previous events? Whether you are for or against Brexit, UKOM uncovers some interesting insights…

 

 

Read more or download the full How major votes impact consumption of political news online .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.


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

The 10th June sees the start of UEFA’s Euro 2016 Football Championships in France. The UK is well represented this year with England, Wales and Northern Ireland all competing but who are the favourites to win?  If you fancy having a flutter you would be well advised to put your money on France, Germany, Spain, England or Belgium based on the latest odds from the top UK online gambling sites. 

UKOM industry standard and development level approved data from comScore shows that online gambling attracted 51% of all UK online adults in April 2016 – that’s 21.6 million. UKOM explores this audience...

 

 

Read more or download the full Euro 2016 – Are online bookies set to cash in? .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.


Smartphones - How women are driving time online

Last month the IAB UK released their latest advertising spend figures which showed that mobile advertising has grown 61% year-on-year to £2.6bn. The latest UKOM multi-platform data from comScore shows that mobile (tablet + smartphones) accounts for the lion’s share (56%) of time spent online by the UK adult population. Furthermore, smartphones in their own right now account for more minutes online than the desktop. In April 2016, 28.9m UK adults used a smartphone to access the internet accounting for 44% of their time online. The desktop only accounts for 42% of UK adults’ time online, despite reaching 38.7m, 10m more - so which audiences are driving smartphone time online?

 

 

Read more or download the full Smartphones - How women are driving time online .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.


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 insight@ukom.uk.net.


UKOM Digital Market Overview - December 2016

  • Share of minutes to mobile devices (smartphones + tablets) continued to increase. They now account for two-thirds of adults’ time online, with smartphones alone generating 50% of all minutes.
  • There is a strong relationship between age and platform usage – 65% of online time among 18-24s is via a smartphone and this decreases with increasing age to only 31% for 55+s.
  • Despite mobile taking the lion’s share of minutes, the desktop still has higher adult online reach (90%) compared to smartphones (70%) and tablets (47%).
  • 74% of adults are multi-platform but this is lower among social class A, who are more likely to only use the desktop and social class E who are more likely to only use a mobile. 1 in 10 adults are now mobile only but this is higher among females (12%) than males (7%).
  • Google’s total audience increased by 5% to 95.9% of the UK online population between September and December.  Google shopping (+1.5m) and Youtube (+2.3m) contributed to this uplift.
  • Snapchat enters the top 10 for total ‘time spent’ among adults – visitors spend on average nearly 6.5 hours per month on the social networking site.
  • Predictably, retail sites dominated the top 10 growth sites in December with Home Retail Group (Argos) being the main beneficiary - up by 4.5 million unique visitors compared to September. Dixons, Tesco, Debenhams and John Lewis also added over 3 million users.

Read more or download the whole UKOM Digital Market Overview - December 2016 .pdf here.

 

 

To find out more about UKOM's Digital Market Overview series, please email insight@ukom.uk.net.


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 insight@ukom.uk.net.


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 insight@ukom.uk.net.


Last Minute Christmas Shopping

If you didn’t manage to grab a deal on Black Friday or if you aren’t organised enough even to think about Christmas shopping until December, then you are not alone. UKOM-approved comScore data from the holiday season last year suggests that not everyone has all their Christmas shopping sewn up by Black Friday. This month UKOM identifies the ecommerce categories which see usage peak in December.

 

 

Read more or download the whole Last Minute Christmas Shopping .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.


Social Networks: Changing Profiles

  • 93.1% or 39.4m online adults used a social network in September 2016
  • Facebook is still by far the most popular site in terms of visitor numbers among all age groups
  • Snapchat’s audience is the most skewed towards youth with nearly three quarters aged under 35. Over 50% of 18-24s use Snapchat compared to less than 1 in 5 adults.
  • Snapchat, Instagram and Pinterest are seeing the fastest growth, particularly among 35+ audiences (Q3 2016 v Q1 2016)
  • As social networks become more mature so does their audience. Younger audiences may be quick to try new social platforms but are not in a rush to abandon the ones they have already built up

 

 

Read more or download the whole Social Networks: Changing Profiles .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.


UKOM Digital Market Overview - September 2016

  • ¾ of online users are now multi-platform, 8.5% ONLY use a mobile device but 15% still ONLY use a desktop/laptop.
  • Although mobile devices now account for over 62% of adults’ time online and smartphones take a higher share than desktops, MORE adults use a desktop/laptop than a smartphone to go online.
  • Desktop total time online has been reasonably flat over the last 2 years, which suggests most of mobile’s minutes are additive and do not signify the death of the PC
  • Although significantly lower than June, national newspaper audiences in September were slightly higher than pre-Brexit levels
  • Dailymotion’s audience was nearly 4million higher in Sept (compared to June) – large uplifts in both August and September are likely to have been fuelled by Olympics videos & Paralympics live streaming.
  • Bing had another strong quarter, adding 2.8milion new searchers.
  • 32.8m adults used a mobile app in Sept 2016. 8 out of 10 of the top mobile Apps in terms of unique visitors are owned by Google or Facebook (see top 20 below)

Read more or download the whole UKOM Digital Market Overview - September 2016 .pdf here.

 

 

To find out more about UKOM's Digital Market Overview series, please email insight@ukom.uk.net.


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

The answer - they all turned 55 in 2016.  UKOM-approved comScore data for August 2016 shows that UK internet users aged 55+ now generate a fifth of all adults’ time online.  Furthermore, anyone who was in their 30s and started using the web 20 years ago will now be in their fifties. This month UKOM explores the online behaviour of the 55+ audience and focuses on differences and similarities versus the adult internet population.

 

 

Read more or download the full UKOM 55+ Insights .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.


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

With less than 100 sleeps to go before the big red man comes down the chimney, UKOM felt it was a good time to take a look at festive trends in the toy sector by exploring comScore data from 2015. Whilst more women visited toy websites than men in the run up to Christmas, those men who did look at toy sites online spent a lot longer on them.  UKOM explores key audience trends for the toy category and uncovers some interesting insights. 

 

 

Read more or download the full Xmas toy shopping .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.


PC/laptops still key for some categories online

The digital media industry – including UKOM – has spent a good deal of time over recent months focusing on the growth of the smartphone market and, in UKOM’s case, specifically on how and why mobiles are taking the lion’s share of time online. In July 2016 only 38% of adults' internet time was spent on PCs and laptops. However, smartphones and tablets don’t dominate uniformly across all content and this month UKOM identifies categories where the PC/laptop still dominates and hypothesises as to why the platform may still be preferred for certain types of content.

 

 

Read more or download the full PC/laptops still key for some categories online .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.


Are Brits really obsessed with the weather?

Talking about the weather is said to be a British national pastime. In 2010 a survey for Kate Fox’s book ‘Watching the English’ revealed that 90% of Brits had discussed the weather in the last six hours.  Furthermore, a study by British Airways in 2014 among 1000 Americans cited ‘talking about the weather’ as one of the attributes they most commonly associate with us Brits.  So are we really obsessed with the weather or do we just like talking about it? UKOM investigates…

 

 

Read more or download the full Are Brits really obsessed with the weather? .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.


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

The EU Referendum is finally upon us but how does a major vote impact consumption of political news online? UKOM investigates…

Voting for the EU referendum finally takes place on Thursday so UKOM takes a quick look at the politics category online. What happened to the online audience during the Scottish Referendum in 2014 & the UK General Election in 2015? Can we learn anything from previous events? Whether you are for or against Brexit, UKOM uncovers some interesting insights…

 

 

Read more or download the full How major votes impact consumption of political news online .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.


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

The 10th June sees the start of UEFA’s Euro 2016 Football Championships in France. The UK is well represented this year with England, Wales and Northern Ireland all competing but who are the favourites to win?  If you fancy having a flutter you would be well advised to put your money on France, Germany, Spain, England or Belgium based on the latest odds from the top UK online gambling sites. 

UKOM industry standard and development level approved data from comScore shows that online gambling attracted 51% of all UK online adults in April 2016 – that’s 21.6 million. UKOM explores this audience...

 

 

Read more or download the full Euro 2016 – Are online bookies set to cash in? .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.


Smartphones - How women are driving time online

Last month the IAB UK released their latest advertising spend figures which showed that mobile advertising has grown 61% year-on-year to £2.6bn. The latest UKOM multi-platform data from comScore shows that mobile (tablet + smartphones) accounts for the lion’s share (56%) of time spent online by the UK adult population. Furthermore, smartphones in their own right now account for more minutes online than the desktop. In April 2016, 28.9m UK adults used a smartphone to access the internet accounting for 44% of their time online. The desktop only accounts for 42% of UK adults’ time online, despite reaching 38.7m, 10m more - so which audiences are driving smartphone time online?

 

 

Read more or download the full Smartphones - How women are driving time online .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.


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