UKOM: Digital Market Overview Q2 2019


UKOM's latest Digital Market Overview for Q2 2019

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 for Q2 include:

  • The share of time attributed to mobile devices (tablets and smartphones) continues to increase - they now account for 78% of all adults’ time online

  • Share of minutes by platform varies hugely by content and service. Whilst desktops only account for 21% of time overall, this is over 50% for some categories including education, B2B, government, some finance sectors such as investments and insurance and certain retail categories including computer software and cosmetics. Conversely, whilst smartphones generate 68% of total minutes, this is over 90% for instant messenger, job search, fitness trackers, maps, coupons and car transportation

  • Smartphone apps are driving mobile time online growth – minutes are up by 27% yr.-on-yr. The top 3 smartphone apps - Spotify, YouTube and Facebook each generate around 15 billion minutes every month and account for 30% of time on apps combined

  • Over 15 million UK adults or 35% of internet users are now ‘Mobile Only’ - this continues to grow and is up from 29% a year ago

  • Of the top 10 properties overall, News UK had the best month – visitors increased by 4 million since March – much of this growth came from Sun Sport

  • Similar to June last year, also saw visitor numbers up since March – the ITV Hub and ITV News both had an additional ½ million visitors but most growth came from the Britain’s Got Talent mobile app and the Love Island mobile app, both of which had almost 1 million visitors in June

  • Finally, on 20th June, Niantic released its augmented reality mobile game, Harry Potter: Wizards Unite and by month end, comScore data showed that 1.3m UK adults had accessed the mobile app

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