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).

VMX MP Video Audiences Insight Examples

UKOM has released a series of Insight Examples using comScore's Video Metrix Multi-Platform (VMX MP) audience measurement product, which recently received development endorsement status from the UKOM technical board.

Read more or download the whole VMX MP Video Insight Examples Sept 2017 .pdf here.

To find out more about UKOM Insights, please email

18-24s and Traditional News Brands

The role of social media sites in breaking news and influencing readers has never been greater and few would disagree that it had a big part to play in the recent UK General Election.  It’s no secret that the print newspaper industry is struggling as paid news is on the decline – especially among younger audiences.  Fake news has also hit the headlines in the last year as the vast reach of social media sites facilitates widespread distribution of uncorroborated stories in minutes. This month, UKOM looks at the significance of traditional news brands in the online lives of young audiences.

Read more or download the whole 18-24s and Traditional News Brands .pdf here.

To find out more about UKOM Insights, please email

Airbnb and the Hotels/Resorts Category

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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