After huge category highs and lows in April following the first month of lockdown, UKOM’s latest investigation focuses on how online behaviour has changed between April and May as the lockdown begins to ease. For several of the categories which were most negatively impacted, May data shows some positive signs.
- Following consecutive growth for time online in March and April, average time per person declined slightly in May – by 8 mins among adults. However, adults still spent 28 more minutes online in May compared to January.
- Many categories which were negatively impacted in March and April are showing signs of recovering in terms of visitor numbers. Careers, property, maps, automotive and many retail categories experienced uplifts in May and even travel sites halted their decline as people started to explore holiday options.
- Conversely, many categories which benefitted from Covid-19, such as ‘news’ lost some of the audience and time online they gained. This was particularly the case for the politics, technology and financial news categories which had done so well in March and April. Audience to the health category also declined.
- Food retail remained high despite a slight decline in visitors to the online supermarkets. Fast food & food delivery brands increased audiences as restaurants remained closed. Sports retailers continued to do well – particularly those selling cycles and cycle equipment. Online home furnishing & DIY stores gained audience between April and May and online clothing outlets also witnessed uplifts.
- The automotive category also added audience between April and May – primarily fuelled most by automotive classified services and information.
Notes on Data:
All data is based on UKOM industry standard approved Comscore MMX Multi-Platform data based on adults 18+, Jan-May 2020.
