Welcome to UKOM's Online Market Overview for March 2024. Using UKOM endorsed data from Ipsos iris, the OMO provides a top-line snapshot of the UK population’s online behaviour across computers, tablets and smartphones. For the first time YouTube Video content owner data has been reported in Ipsos iris at an organisation level.
Key insights this month:
- YouTube organisation data revealed that the ITV content on YouTube in March added significant incremental online reach for ITV, particularly among younger audiences and males.
- The Six Nations Rugby, FA Cup and F1 all drove increases to the sport category.
- A ban may be looming in the US but in the UK, TikTok continues to grow and now reaches half the online population and over three quarters of 15-24s.
- The Royal cancer stories drove people to online news – the highest audience days in both February and March were when King Charles and the Princess of Wales revealed their diagnoses.
- Mergers and takeovers continue to impact rankings. Octopus Energy extends its online audience lead as UK customers migrate from Shell Energy. Based on cross-visitation analysis in March, Nationwide and Virgin Money combined could have a bigger monthly online audience reach than rivals such as Santander, Barclays and NatWest.
- In March, over 23 million people (47% of internet users) people visited the property category online as attention turned to house hunting. Rightmove (14.7m) was the top destination but OnTheMarket had stellar growth.
- Other categories witnessing seasonal uplifts included automotive, careers and travel. Autotrader, Linkedin, Booking.com and TripAdvisor were the biggest sector winners for online audience.
More information on Ipsos iris here
For this and more information on the UK online market including the top online brands and apps and how usage varies by audience and device, please read or download the whole report here:
