This is the month – March 2016 – that UKOM, the organisation responsible for setting and governing the UK industry standard for online audience measurement, will make comScore MMX Multi-Platform its data of record.
Building on MMX, Mobile Metrix and Video Metrix from the comScore Audience Analytics suite, MMX Multi-Platform offers unduplicated accounting of audiences across desktop, tablet and smartphones.
comScore data shows that the UK leads the multi-platform usage across measured markets with 77% of all consumers accessing content from their PC and mobile devices (Smartphone and Tablet). We’re just ahead of the United States (75%) and Spain (74%). Among millennials the UK now has 85% living a cross-device life online.
Last month Statista reported worldwide PC shipments hit an eight-year low in 2015 after declining for the fourth consecutive year. Global shipments dropped by 8% in 2015, to the lowest it’s been since 2007 and the UKOM numbers also show a 3% decline in time spent online on desktop PCs and laptops.
The IAB reported last week that in the UK time spent online on mobile phones has grown by 12% H2 2016 over H1 and has now overtaken time online at the desktop or PC (Home and work locations). Nearly one hour twenty minutes online on our mobile devices and just under one hour and a quarter on desktops or laptops. Online time on our tablets, large and small, has grown too, by 8%, to nearly half an hour per day.
It is for all these reason that UKOM is going forward with multiplatform as its data of record from the February data released on March 16th 2016 with comScore MMX Multi-Platform.
As a result of MMX Multi-Platform becoming the default data source, the release timelines of MMX Multi-Platform and its underlying products will change. They will all be released on the 13th business day of each month meaning an acceleration of release timelines for MMX Multi-Platform and Mobile Metrix. Consequently, the MMX release date will also be impacted and will be released on the 13th business day moving forward.
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