MEMBER RESEARCH: UKOM Digital Market Overview March 2017


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 50.4m in March 2017

  • 48% of all time online spent on smartphone, 15% on tablet and 37% on desktop

  • Females 18+ spend 69% of their time online on mobile devices compared to only 59% for males

  • 82% of mobile minutes come from apps

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

  • 95.8% of the UK online population used Google in March 2017. YouTube alone reached more than all Facebook properties combined (FB, Instagram & WhatsApp) and has grown by over half a million since December. 

  • Snapchat, Apple & Spotify have the greatest share of time on mobile devices


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