The home for UKOM’s analysis of audience data – notably our quarterly Digital Market Overview – plus guest blogs, opinion piece and insight articles

We aim to give you regular insights into consumers’ online habits, analysed by demographics, categories and devices.
The Digital Market overview is UKOM’s quarterly snapshot of digital audience trends, offering detailed insights into the UK’s top performing websites, mobile and video properties.
Each report includes total multi-platform measures, as well as breakdowns by device (PC/smartphone/tablet).

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Online Market Overview

December 2023 Online Market Overview

December 2023 Online Market Overview using UKOM approved data from Ipsos iris.

September 2023 Digital Market Overview

September 2023 Digital Market Overview using UKOM approved data from Ipsos iris.

June 2023 Digital Market Overview

June 2023 Digital Market Overview using UKOM approved data from Ipsos iris.

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Snapshots

Are online advent calendars a hit with internet users?

If you didn’t get round to purchasing an advent calendar or wanted to save your pennies, major brands are once again enticing you to open digital doors for free in the run up to Christmas. A couple of the biggest brands offering advent calendars online this year are M&S and John Lewis.

Social media use by age

The expansion of audience targets within media, especially digital, has contributed to much debate around the usefulness of traditional demographics in media planning. However, age is still a very important variable in understanding differences in people’s online activity. This is particularly evident when looking at daily use of social media brands.

Understanding online behaviour by sexual orientation

Last week, Ipsos released new profiling targets within iris enabling advertisers and publishers to better understand internet usage among people by their sexual orientation.

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