Q4 | 2019

Welcome to UKOM’s Digital Market Overview for December 2019.  Using UKOM approved Comscore data, the DMO shares insights into what the UK Population is doing online by providing a top-line snapshot of audience behaviour each quarter. UKOM has approved Comscore’s multi-platform data which reports audience behaviour across desktop, tablets and smartphones. In October 2019 Comscore introduced methodology enhancements resulting in a trend break so analysis this quarter is based on Oct-Dec data.

Key findings include:

  • Online adults spent on average 3 hours 25 minutes per day in December 2019. 18-24s spent most time online with 4 hrs 17mins and females spent on average 22 minutes more than males.

  • Including tablets, mobile devices now account for 81% of all minutes despite average visit time being much shorter (8min) compared to visits on desktops (29 mins).

  • Platform share of time varies hugely by category. For example, although desktop only account for 19% of minutes, for Autos Manufacturer sites, this is as high as 77%.  

  • Unsurprisingly, retail sub-categories witnessed most growth in the last 3 months with jewellery/luxury goods, flowers/gifts/greetings and fragrances/cosmetics all adding more than 2 million visitors, an increase of more than 25%.

  • The General Election fuelled growth of the Politics category which added nearly 3 million visitors between October and December.

  • The list of properties which added most visitors was also dominated by retailers including high street favourites DSG Retail, Sainsburys, John Lewis, Boots, Next, Tesco and M&S.

  • Online publications which saw most growth between Oct and December included Independent.co.uk (+3.2m) and hellomagazine.com (+2.1m).
  • Although retail performed well across all devices, app usage is still low for most retailers. Only Amazon Mobile and Argos added significant app visitors in the last 3 months.

  • Amazon also saw big increases for other apps – it’s Alexa App grew by 1.5 million and Premier League football is likely to explain Prime Video’s uplift of 1.4 million unique visitors.

  • Other apps in the top 200 which added around ½ million unique visitors between October and December included TooGoodToGo, TikTok, Uber and Google Home. ITV’s I’m a Celebrity App also added over 1.3m visitors, building on it’s November numbers as the show came to a finale. 


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