Welcome to UKOM's Online Market Overview for June 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.
Key insights this month include:
- Unsurprisingly, the General Election and the Euros had the biggest impact on UK online activity in June.
- The audience to the sports category was up by 8% compared to March as an additional 3.7m people were seeking football content online. The UEFA website (+4.1m) was the biggest driver of growth. Overall, 48% of the UK online population visited apps or websites within the football category, 18% more than in March.
- The politics category was 3.5m higher in the run up to the General Election. Online websites including ‘WhocanIvotefor?’, ReformUK, Labour and the Electoral Commission all featured in the top 20 growth brands for June.
- The traditional media brands also had a good month with ITV, Sky News, Mirror, Metro, and Telegraph also appearing in the top 20 for absolute audience added. ITV’s audience was almost 3m higher with reach growing by 9pts among 15-24s as Love Island and the Euros attracted young audiences.
- Out of over 1500 apps tracked in Ipsos iris, ITVX added the most audience. Apps from the BBC also featured in the top 20 with BBC News up by 1.6m and BBC iPlayer up by almost 1m.
- While the Euros and General Election dominated the headlines, they weren’t the only topics. The audience peak for the general news category was on 9th June – the sad day Michael Mosley’s death was revealed to the nation.
- Music events and ticketing brands also attracted audiences in June. 1.6m people visited the Glastonbury Festival website but Ticketmaster, Viagogo, AXS and StubHub also performed well – most likely a result of Taylor Swift’s UK visit.
- TikTok continued to grow - 54% of the UK internet population now uses TikTok each month, up 1.6m from 51% in March. Growth is now highest among 45-54s (+15%). The other star performer in social media was Reddit. Reddit has been growing month-on-month and in June had an audience of 26.3m, 4m more than in March.
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.
More information on Ipsos iris here.
