MEMBER RESEARCH: UKOM Digital Market Overview December 2016


Using UKOM approved comScore data, the Digital Market Overview provides insights into what the UK population is doing online.

UKOM has approved comScore’s Multi-platform data which reports audience behaviour across desktop, tablets and smartphones. The Digital Market Overview provides a top-line snapshot of audience behaviour each quarter and headlines from this month include:

  • Total digital population across desktop, smartphone and tablet was 50.6m in Dec 2016

  • 50% of all time online spent on smartphone (up from 48% in Sept), 16% on tablet and 34% on desktop

  • Time spent on smartphones rises to 65% for 18-24’s and 57% for 25-34’s

  • More 55+ use a tablet to access the internet than a smartphone

IAB UK logo

Supportive thought leadership on today’s biggest issues, the best of digital advertising and the future of the industry

Our members achieve more as part of our community through network information, education, stewardship and advocacy.