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UK Digital Market Overview Summary Dec 2017 IAB Mobile ...UK Digital Market Overview Summary Dec...
Transcript of UK Digital Market Overview Summary Dec 2017 IAB Mobile ...UK Digital Market Overview Summary Dec...
UKDigitalMarketOverviewSummary
Dec2017
ApresentationtoIABMobileSteeringGroupJanuary2018Ifyouhaveanyquestions,please
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UsagebyPlatform
3
Total Unique Visitors (000s)
BreakdownofDigitalUniqueVisitorsbyPlatform
Source:comScoreMMXMulti-Platform,Dec2017,UK,Adults18+MMXMulti-Platformincludesdesktopbrowsing,desktopvideostreams,smartphonebrowsing&apps,tabletbrowsing&apps
*Desktoprefersto‘Desktop,laptopandnotebook.Totalmobilereferstosmartphoneandtabletusagecombined
Age18+
6-17yrs
42,02331,511
37,46531,736
20,190
5,915
5,915
TotalDigitalPopulation
DesktopMobileAllSmartphones
AllTablets
Smartphoneovertakesdesktopfor18+reach
4
SmartphoneWeb9%TabletWeb
3%
SmartphoneApp51%
TabletApp10%
Desktop27%
ShareofTotalMinutes
Source:comScoreMMXMulti-Platform,Dec2017,UK,Adults18+MMXMulti-Platformincludesdesktopbrowsing,desktopvideostreams,smartphonebrowsing&apps,tabletbrowsing&apps
*Desktoprefersto‘Desktop,laptopandnotebook.Totalmobilereferstosmartphoneandtabletusagecombined
ShareofMinutesbyPlatform&MobileAccessMobileAppsaccountfor61%ofallMinutes
Appsaccountfor
83%ofTOALMOBILEminutesAppsaccountfor83%of
totalmobileminutes
Mobileaccountsfor73%oftimespentonline
Smartphoneaccountsfor60%oftimeonline
5
60%
73%
62%
63%
58%
46%
54%
66%
13%
9%
9%
12%
15%
21%
11%
15%
27%
18%
29%
25%
28%
33%
35%
19%
18+
18-24
25-34
35-44
45-54
55+
Males:18+
Females:18+
ShareofMinutes
Smartphones Tablets Desktop
PlatformShareofMinutesbyAge&GenderMillennials&femalesspendgreatestshareoftimeonmobiledevices
Smartphonesharedecreaseswithincreasingagebut55+havethegreatesttabletshare
Females18+spend81%oftheirtimeonlineon
mobiledevicescomparedtoonly65%formales.
Source: comScore MMX Multi-Platform, Dec 2017, UK Adults 18+
MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps
6
14.5
28.1
7.1
TotalDigitalPopulation Desktop Mobile
AverageMinutesperVisitbyPlatform
Average minutes per visit by platform
Source: comScore MMX Multi-Platform, Dec 2017, UK Adults 18+
MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps
Mobilefor‘snacking.’
Sessionsonly¼ lengthofpcsessions
TopProperties:TotalDigitalPopulation
8
46,61441,44740,98940,41140,232
38,80033,69733,385
31,59130,91130,306
26,28226,011
25,17024,777
22,54222,46822,117
21,30019,987
GoogleSitesFacebookBBCSites
MicrosoftSitesAmazonSites
OatheBay
TrinityMirrorGroupSkySites
NewsUKSitesMailOnline/DailyMail
AppleInc.Twitter
WikimediaFoundationSitesPayPal
TheGuardianSnapchat,Inc
Independent&EveningStandard…TelegraphMediaGroup
TripAdvisorInc.
TotalUniqueVisitors/Viewers(000s)=47,938
Top20Propertiesby‘UniqueVisitors’- TotalDigitalPopulationGooglereaches97%oftheUKOnlinepopulation
Oathaudienceofnearly39million.AddingMicrosoftDisplayadvertisingproducts
(Outlook/SkypeandMSN)givesOath/MSpartnershipatotalaudiencereachof43.6m(91%reach),2nd onlytoGoogle
Thetop6propertiesallhaveonlinereachover80%
Source: comScore MMX Multi-Platform, Dec 2017, Desktop age 6+, Mobile age 18+
MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps
Traditionalnewsorganisationsmaintainsignificantreach
9
47,308
35,050
12,136
6,756
5,715
5,435
3,914
3,911
3,643
3,562
3,117
2,151
1,657
1,646
1,549
1,333
1,221
1,218
1,057
1,025
GoogleSitesFacebook
SpotifyBBCSites
Snapchat,IncOath
AmazonSitesMicrosoftSites
NetflixInc.eBay
SkySitesPeakGames
TwitterAppleInc.
ActivisionBlizzardMailOnline/DailyMail
ZyngaSOUNDCLOUD.COM
EAGames- MediaNetworkOPENLOAD.CO
TotalMins(MM)– TotalMarket=232,600
Top20Propertiesby‘TimeSpent*’– TotalDigitalPopulationEntertainment(games/music/TV)&socialmediasitesdriveminutes
Source: comScore MMX Multi-Platform, Dec 2017, Desktop age 6+, Mobile age 18+
MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps
PropertiesinyellowrankinTop20byminutesbutnotby
UniqueVisitors.
OnlySkyandMailOnlineof‘traditional’newssitesremain
intop20fortimespent
TopProperties:MobilePopulation
11
Top20MobilePropertiesrankedbyUniqueVisitors37madultsaccessedmobilecontentinDec2017(viabrowserandapp)
Source: comScore Mobile Metrix, Dec 2017, UK, Age 18+Please note that ‘mobile’ includes smartphone and tablet usage combinedUKOM: Development Endorsement
35,86935,756
34,20432,281
29,31727,89427,338
25,77825,70825,476
22,59422,58222,36921,944
20,18019,564
18,36117,27617,269
14,762
GoogleSitesFacebookBBCSites
AmazonSitesTrinityMirrorGroup
NewsUKSitesSkySites
eBayOath
MailOnline/DailyMailMicrosoftSites
TwitterSnapchat,Inc
AppleInc.PayPal
WikimediaFoundationSitesIndependent&EveningStandard…
TheGuardianTelegraphMediaGroup
HomeRetailGroup
TotalUniqueVisitors/Viewers(000s)– TotalMobile(18+)=37,465
HomeRetailGroup(Argos)enteredthetop
20inDecember
12
32,15830,976
12,1255,9455,715
2,8192,5062,4092,1452,0531,6251,6211,5691,4991,4741,1961,1791,0891,0191,017
GoogleSitesFacebook
SpotifyBBCSites
Snapchat,IncSkySites
OathAmazonSitesPeakGames
eBayAppleInc.
MicrosoftSitesNetflixInc.
TwitterActivisionBlizzard
ZyngaSOUNDCLOUD.COM
SPhotoEditorEAGames- MediaNetwork
MailOnline/DailyMail
Minutes(MM)– TotalMobile=169,824
Top20MobilePropertiesrankedbyminutesEntertainment&Gamessitesmorelikelytofeaturein‘timeonline’top20
Propertiesinyellowrankintop20bymobile
minutesbutnotinthetop20formobilevisitors
Source: comScore Mobile Metrix, Dec 2017, UK, Age 18+Please note that ‘mobile’ includes smartphone and tablet usage combinedUKOM: Development Endorsement
Contentcategories
14
• Education 87% • Instant Messenger 98% • TV 40%
• Web Hosting 85% • Photos 92% • Radio 35%
• Retail - Movies 78% • Retail - Music 85% • Coupons 33%
• Computer Software 75% • Books 84% • News/Information 26%
• Auctions 72% • Social Media 84% • Family & Youth 26%
• Government 70% • Entertainment - Music 82% • e-cards 24%
• Entertainment - Movies 65% • Health 79% • Games 21%
• Automotive 64% • Technology 75% • Real Estate 19%
• Business to Business 60% • Telecommunications 72% • Portals 16%
• e-cards 60% • Lifestyles 67% • Entertainment 16%
PlatformShareofTimeOnlinebycategoryPlatformtimeisinfluencedheavilybycontentandservice
Source: comScore MMX Multi-Platform, Dec 2017, UK, Adults 18+
MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & app
Smartphone total
60%Desktop total
27%Tablet total13%
15
ShareofMobileMinutesbyAccessTypebyCategoryMobileAppshareofminutesvariesbycontent&service
+
Source: comScore Mobile Metrix, Dec 2017, UK, Age 18+Please note that ‘mobile’ includes smartphone and tablet usage combinedUKOM: Development Endorsement
0%10%20%30%40%50%60%70%80%90%
100%
MobileAppVMobileWebShareofMobileMinutes
App Web
16Source: comScore VMX Multi-Platform, Dec 2017, UK Adults 18+
UKOM: Development Endorsement
YouTubeDatafromcomScoreVideoMetrixMulti-PlatformDecember2017Summary
• 37.9millionadultviewers• Reaches73%ofALLUKAdultsand90%ofinternetusers• 337videospervieweronaverage• 12.8billionvideoswatched• Average3.7minutespervideo• 80%ofvideosconsumedonamobiledevice• 74%ofviewingtimeonamobile• 18-44saccountfor52%ofall18+internetusersbutgenerate76%ofYouTubevideos
• 18-34saccountfor51%ofallYTtime
17
YouTubeReaches73%oftheAdultPopulationintheUKDecember2017Summary
Source: comScore VMX Multi-Platform, Dec 2017, UK Adults 18+
UKOM: Development Endorsement
90 93 94 9388 86
73
91 90 86
76
53
18+ 18-24 25-34 35-44 45-54 55+
YouTubeReachamongbothDigitalPopulationandTotalPopulation(%)
%ReachDigitalPop %ReachTotalPop
Find out more at: http://www.ukom.uk.net/Email us at: [email protected]
Thankyou- Questions?