Welcome to UKOM's Online Market Overview for June 2025. 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:
- 1 in every 7 retail minutes are now spent on Temu and Shein and only 5 brands now account for over 50% of all online retail minutes. The others are Amazon, ebay and Vinted.
- As fashion retailers like River Island are in the news facing struggles, Shein & Vinted continue to grow and eclipse high street brands for reach and time.
- The online audience of M&S went down by 2m Mar-June due to the cyber-attack while time online decreased by 40%
- Top-line July daily data shows that minutes on Amazon were 80% higher during Prime ‘Day’ (8-11 July) compared to the same days the week before (1-4 July). Minutes peaked on the first day of the event.
- Of the top 10 social networking brands, Reddit has grown most over the last year. Its audience increased by 18% Jun 24-25. Meanwhile over the same period, X’s audience declined by 14%.
- Top brands differ by age. Four brands generate over 50% of all 15-24 minutes online – YouTube, TikTok, Instagram and Snapchat. Among 55+, the brands that generate most time are Facebook, YouTube, Google, WhatsApp and the BBC.
- 19.6m people used AI sites or apps in June, a reach of 38%. The AI category audience has grown by >4m Mar-Jun.
- After the end of the Premier League and prior to the start of the Euros, attention turned to other sports in June with tennis, cricket and boxing experiencing most growth. Over 7m people visited the tennis category, up by 3m, fuelled by Wimbledon.
- Top-line July daily data also shows that audience peaked on the BBC iPlayer and ITVX apps on days when they broadcast England Women’s Euros matches. ITVX peaked on 22nd July (SF v Italy) when over 1.3m viewed the app while the BBC iPlayer app’s highest audience was on the final day (2m).
- Unsurprisingly given the number of concerts and festivals over the summer, the Music Event category increased audience by 39% with Glastonbury being the major driver of growth.
For 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 below.
More information on Ipsos iris here.
