UK Digital Market Overview Archive


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).

DECEMBER 2016

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

 

 

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SEPTEMBER 2016

Over 50 million users accessed the internet via their desktop, smartphone and tablet devices in September 2016. For most of the top properties, visitor numbers have declined from their audience peak in June 2016. Key highlights this month include:

  • 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.

 

 

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JUNE 2016

49.9 million users accessed the internet via their desktop, smartphone and tablet devices in June 2016. Brexit & the Euros contributed to some large audience increases for many sites in June. Key highlights this month include:

  • Big gains for online newspaper sites in both visitors and engagement
  • Government & currency exchange rate sites up significantly due to the referendum
  • Visitors to the Politics category grew by over 10 million, a reach rise of 25.9% points!
  • Sports sites also witnessed big increases as a result of Euro 2016 and Wimbledon

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

 

 

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MARCH 2016

35.1m UK adults used a mobile device to access the internet in March 2016 - of whom 3.7m did not access on a desktop or laptop at all in the month. Females are more likely than males to spend their time online on smartphone or tablet devices, while Apple sites and apps have the greatest share of online time on these devices.

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

 

 

 

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JUNE 2015

47.9 million users accessed the internet via their desktop, smartphone and tablet devices. Google accounts for 15% of all time spent online; Google Sites attract 31.6 million video viewers, Facebook 20.6 million. Lifestyle & Automotive categories score highly with males. June 2015 data.

 

APRIL 2015

36.5m people accessed mobile content via their smartphones and tablets. Google Sites is top multi-platform destination while Sky, Apple and Mail Online see largest share of mobile only users. Facebook accounts for 20% of all time spent online. April 2015 data.

 

FEBRUARY 2015

47.6 million users accessed the internet via their desktop, smartphone and tablet devices. Google Sites is top multi-platform destination while SKY and BBC see largest share of mobile only users. February 2015 data.

 

SEPTEMBER 2014

The Total Digital Population stands at 47.3m Unique Visitors in September, marginally down (-1.5%) on the previous month. The audience accessing exclusively from Mobile or Tablet devices was 2.3m, or just more than 5%. September 2014 data.

 

JUNE 2014

Multi-Platform data, plus top PC sites, mobile sites and video players; snapshot of Men aged 25-34. April 2014 data.

 

MAY 2014

Multi-Platform data, plus top PC sites, mobile sites and video players; snapshot of people aged 55+. March 2014 data.

 

APRIL 2014

Multi-Platform data, plus top PC sites, mobile sites and video players; snapshot of 18-24s. February 2014 data.

 

MARCH 2014

Multi-Platform data, plus top PC sites, mobile sites and video players; snapshot of ABC1s. January 2014 data.

 

FEBRUARY 2014

Multi-Platform data, plus top PC sites, mobile sites and video players; snapshot of families with kids and travel sites. December 2013 data.

 

JANUARY 2014

Multi-Platform data, plus top PC sites, mobile sites and video players; snapshot of 35-54s and retail. November 2013 data.

 

DECEMBER 2013

Multi-Platform data, plus top PC sites, mobile sites and video players; demographic snapshot of Women 25-34. October 2013 data.

 

NOVEMBER 2013

Multi-Platform data, plus top PC sites, mobile sites and video players; demographic snapshot of ABC1s. September 2013 data

 

OCTOBER 2013

Multi-Platform data, plus top PC sites, mobile sites and video players; demographic snapshot of Men 55+. August 2013 data

 

SEPTEMBER 2013

New Multi-Platform data, plus top PC sites, mobile sites and video players; demographic snapshot of families with children. July 2013 data

 

AUGUST 2013

Top sites, mobile sites and video players; demographic snapshot of Women 55+; Mobile audiences; retail & apparel sector sites. June 2013 data

 

JULY 2013

Top sites, mobile sites and video players; demographic snapshot of 25-34s; Sports audiences; top YouTube channels. May 2013 data.

 

JUNE 2013

Top sites, mobile sites and video players; demographic snapshot of Women; Newspaper Mobile audiences; top YouTube channels. April 2013 data

 

MAY 2013

Top sites, mobile sites and video players; demographic snapshot of 15-24s; Travel website audiences; top YouTube channels. March 2013 data


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