UKOM: Cost-of-living drives audiences to sustainable apps in December 2023

Posted on Tuesday 06 February 2024

UKOM’s Digital Market Review for December 2023 shows an increase in traffic to apps focused on sustainability

Vinted - an online marketplace for buying, selling and exchanging new and used goods -has shown 59% growth YoY, and food waste app, OLio, had 5.7m visitors in December, up by 3.3m since September 2023.

The average time spent online per day in the UK was 3 hours, 47 minutes, with the majority spent on smartphones (3 hours, 8 minutes) and younger audiences, women and parents of young children spending the most time of all age groups.

Other key findings include:

  • M&S was the stand-out retailer in December. Its ‘12 days of M&S' promotion attracted an average of five million visitors to the app each day, compared to only 1.8m on the days when it wasn’t running
  • Since Netflix clamped down on password sharing in May 2023, its monthly online audience has grown steadily from 16.9m to 18m in December
  • Amazon Prime Video's audience was boosted by Premier League matches in December – the average daily audience on 5-7th (1.5m) and 26th-29th (1.3m) when Premier League games were shown was higher than on the non-football days (962k)
  • Total minutes online dropped by 15% on Christmas Day compared to the December daily average as fewer people use the internet - however, the decrease was only 6% among 18-24s

Download the full report for December 2023 here.


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