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