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.

UKOM publishes Q4 2017 UK Digital Market Overview report

The UKOM Digital Market Overview shares insights into what the UK population is doing online by providing a topline snapshot of audience behaviour each quarter. UKOM has approved comScore’s Multi-Platform data which reports on audiences across desktop, tablets and smartphones.

Key insights this quarter include:

  • Mobile devices (smartphones and tablets) now account for 73% of all adults’ time online. More adults now go online via a smartphone than a desktop or laptop.
  • Mobile apps account for 61% of ALL minutes and 83% of MOBILE minutes.
  • Mobile share of time is higher among females (81%) than males (65%). Parents, millennials and lower social grades all spend a greater than average share of time on mobile devices.
  • Compared to September 2017, of the top 20 sites, Trinity Mirror, Sky, Wikipedia, Snapchat & Paypal all experienced unique audience growth of between 8-10%. Despite having a reach of over 80%, Amazon still added over 2 million visitors between September and December, a growth of 5%. 
  • Traditional retailers who saw big audience gains online during the festive period included Home Retail Group (+4.5 million), Boots (+3.5m), John Lewis (+3.3m), Debenhams (+ 2.5m) and Tesco (+2.2m).
  • A related category which performed well was shipping. Royal Mail was the major beneficiary (+1.8m) but Hermes, DPD, Post Office & Parcel Force all saw their audiences grow significantly in the month of December.
  • In addition to Snapchat, which attracted 1.7m more online adults between September and December - an 8% increase, Pinterest was the other big ‘social’ winner. Pinterest grew by over 1 million unique visitors, giving it an audience of 15.2 million in December – over 1 in 3 adults now visit the site each month.
  • Finally, the mobile app which grew most in % terms between September and December was…’A Call from Santa’ - over 1 million adults viewed the app in the run up to Christmas!

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



To find out more about UKOM Insights, please email

The Impact of Death on Music Video Viewing

Halloween may just have passed but did you know that today, November 2nd, is often referred to as Día de los Muertos or "Day of the Dead"?  Although it sounds a little morbid, it’s a festive and colourful holiday in Mexico and Latin America, where people gather to remember friends and family members who have passed away. So today, UKOM remembers some of the prominent musicians who have left us in the past year by asking ‘What impact did their death have on views of their music videos online?’



Read more or download the whole Death and Music Videos .pdf here.

To find out more about UKOM Insights, please email

See also in our archive

VMX MP Video Audiences Insight Examples

18-24s and Traditional News Brands

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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