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.

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

On Thursday 8th June 2017, the UK once again takes to the polls for the 3rd successive year. It’s unusual to have three major political votes in quick succession but that’s good news for UKOM as it means we can look at what happened in previous years to anticipate what may happen next month.  If data from the last General Election and Brexit is anything to go by, the traditional newspaper titles could be set for some big uplifts online…



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

To find out more about UKOM Insights, please email

UKOM publishes latest UK Digital Market Overview report

UKOM’s quarterly snapshot of digital audience trends provides detailed insights into the UK’s top performing websites, mobile and video properties. Each report includes total Multi-Platform measures (UVs, minutes), as well as breakdowns by device (PC/smartphone/tablet).

MARCH 2017

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

  • After peaking at 50% in December, smartphone’s share goes back to pre-Xmas levels and now stands at 48% of all online minutes.
  • Nearly 4 million adults don’t use a PC and are now mobile only. 9% of the UK population are mobile only but this is higher among younger audiences and parents.
  • Compared to December 2016, predictably the retail category declined most in terms of unique visitors (-14%). Toys, Jewellery and Fragrance retailers saw the biggest % declines. Sites selling ecards also saw a 68% drop in visitors.
  • Major categories which witnessed big time online gains in March compared to December 2016 included Property (+67%), Education (63%) and Career services (+63%) with Rightmove, Zoopla and Indeed performing well. Linkedin also experienced an 87% increase in time online as many people started the New Year looking to change their work and living arrangements. 
  • Property (+17%) and Career (+23%) sites were also in the top 5 for unique visitor growth, but the Automotive sector showed the biggest uplift with a 25% increase in audience between December and March 2017.
  • Platform’s share of time online continues to differ dramatically by content & category – 92% of time spent on Automotive Manufacturer sites is spent on a PC/laptop whereas for job search sites 94% of time is spent on smartphones.

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



To find out more about UKOM Insights, please email

See also in our archive

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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