Member Research: UKOM Digital Market Overview - Sept 2018

Posted on: Tuesday 20 November 2018

UKOM's latest Digital Market Overview for September 2018

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Using UKOM approved comScore data, the DMO shares insights into what the UK Population is doing online by providing a top-line snapshot of audience behaviour each quarter. UKOM has approved comScore’s multi-platform data which reports audience behaviour across desktop, tablets and smartphones. Key insights this month include:

  • Mobile devices (smartphones and tablets) still account for 75% of all adults’ time online with smartphones now accounting for 63% of all minutes and tablets 12%.

  • However, share of minutes differs by audience with females spending 80% of their time on mobile devices compared to only 69% for males. 18-24s spend a much greater share of their time on smartphones (75%) compared to 55+ audiences (49%).

  • 30% of online adults are now mobile only – this has continued to increase over the year and is up from 27% in March.

  • Platform time differs greatly by category and brand. Of the top 10 sites, over 90% of time online is spent on smartphones for Spotify and Snapchat whereas tablets account for over a third of time spent on the BBC.

  • Based on audience, Snap is the only mobile app in the top 10 which is not owned by Google or Facebook but Spotify, Netflix and Ebay feature in the top 10 mobile apps for time spent.

  • In terms of changes in 2018, YouTube increased both its mobile app audience (+5%) and time spent (+22%). The start of the football season drove increases to apps from Sky Sports and BT Sport after a quiet June and July when BBC Sport and newspapers’ sport content benefited most from the World Cup and Wimbledon. Upday, the news aggregator app on Samsung phones and Groupon also both witnessed mobile app audience increases of 20%.

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