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The UK Online Audience The UK Online Audience Julie Forey IAB Research Breakfast Oct 2019 UKOM Website: www.ukom.uk.net UKOM Insights: Fashion Retailers 2019 UKOM Insights: Fashion Retailers 2019 Apparel Retail Category: Reach by Demographics Reach is much higher among females % 100.0 90.0 90.0 86.0 86.3 81.5 80.0 78.1 68.3 68.9 70.0 64.6 60.4 62.6 60.1 60.0 51.3 47.9 48.2 50.0 43.5 43.8 44.1 40.0 37.2 30.0 20.0 10.0 0.0 18+ 18-24 25-34 35-44 45-54 55+ Total Digital Population Males Females 6 Source: Comscore MMX Multi-Platform, July 2019, UK Adults 18+ Multi-Platform usage: Apparel Category v Internet Total Apparel Retail Category has LOW Multi-Platform usage Unique Visitor % Split by Platform – July 2019 Retail - Apparel 18+ 16% 73% 11% Total Internet 18+ 5% 35% 60% Total Retail 18+ 7% 47% 46% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Desktop-Only UV Mobile-Only UV Multi-Platform UV 7 Source: Comscore MMX Multi-Platform, July 2019, UK Adults 18+ Share of Time by Platform and Access: Apparel Category v Internet Total Mobile Browser share is High for Apparel Retail Category Online Minutes % Split by Platform – July 2019 Retail - Apparel 18+ 33% 38% 29% Total Internet 18+ 22% 11% 67% Total Retail 18+ 28% 15% 57% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Desktop Mobile Web Mobile App 8 Source: Comscore MMX Multi-Platform, July 2019, UK Adults 18+ Top Mobile Apps by Unique Visitors: Apparel Retail Category Apps within the category have low reach Total % Reach % Reach Unique Among Among Visitors Digital Mobile App (000) Population Users • Total Internet Mobile App Audience 39,058 88.2 100.0 76% of the UK • Retail Mobile Apps 33,622 75.9 88.6 Digital population • Retail – Apparel Mobile Apps 5,456 12.3 14.0 use a Retail Mobile • ASOS 977 2.2 2.5 App but only 12% • Depop 796 1.8 2.0 use a Retail • H&M 737 1.7 1.9 APPAREL App • Next 582 1.3 1.5 • SHEIN Shopping 573 1.3 1.5 • Boohoo 349 0.8 0.9 • PrettyLittleThing 343 0.8 0.9 • Missguided 186 0.4 0.5 • River Island 185 0.4 0.5 • New Look Fashion 185 0.4 0.5 Source: Comscore MMX Multi-Platform, July 2019, UK Adults 18+ 9 * Excludes Nike, JD Sports and Adidas Top Properties by Unique Visitors: Retail Apparel* Category % Reach Total Unique Among Digital Yr-on-Yr % change Visitors (000) Population • Retail – Apparel 26,768 60.4 -4 • NEXT Group 5,920 13.4 -10 • ASOS Plc 4,156 9.4 -3 • BOOHOO 3,229 7.3 26 • Arcadia Group Limited 2,780 6.3 -13 • JDWILLIAMS 2,739 6.2 12 • H&M 2,671 6.0 6 • New Look Retailers 2,665 6.0 -18 • She In Group 2,412 5.4 N/A • PRETTYLITTLETHING 1,778 4.0 -2 • MandMDirect Sites 1,754 4.0 12 • SIMPLYBE 1,466 3.3 -1 • RIVERISLAND 1,414 3.2 -13 • MISSGUIDED 1,258 2.8 -32 • EVERYTHING5POUNDS 1,240 2.8 -4 • INDITEX Group 1,178 2.7 3 • DEPOP 1,135 2.6 67 Source: Comscore MMX Multi-Platform, July 2019, UK Adults 18+ 10 * Excludes Nike, JD Sports and Adidas Top Properties by Unique Visitors: Retail Apparel* Category % Reach Total Unique Among Digital Yr-on-Yr % change Visitors (000) Population • Retail – Apparel 26,768 60.4 -4 • NEXT Group 5,920 13.4 -10 • ASOS Plc 4,156 9.4 -3 • BOOHOO 3,229 7.3 26 • Arcadia Group Limited 2,780 6.3 -13 • JDWILLIAMS 2,739 6.2 12 • H&M 2,671 6.0 6 • New Look Retailers 2,665 6.0 -18 • She In Group 2,412 5.4 N/A • PRETTYLITTLETHING 1,778 4.0 -2 • MandMDirect Sites 1,754 4.0 12 • SIMPLYBE 1,466 3.3 -1 • RIVERISLAND 1,414 3.2 -13 • MISSGUIDED 1,258 2.8 -32 • EVERYTHING5POUNDS 1,240 2.8 -4 • INDITEX Group 1,178 2.7 3 • DEPOP 1,135 2.6 67 Source: Comscore MMX Multi-Platform, July 2019, UK Adults 18+ 12 * Excludes Nike, JD Sports and Adidas Missguided Unique visitors: Jan 2018 to July 2019 Missguided visitor numbers peak in July 2018 000s 2,000 1,800 1,600 1,400 1,200 1,000 800 600 400 200 0 MISSGUIDED Source: Comscore MMX Multi-Platform, Jan 2018 - July 2019, UK Adults 18+ 13 Unique Visitors for Missguided and I Saw It First: Jan 18 to Jul 19 000s 2,000 1,800 1,600 1,400 1,200 1,000 800 600 400 200 0 MISSGUIDED I SAW IT FIRST Source: Comscore MMX Multi-Platform, Jan 2018 - July 2019, UK Adults 18+ 15 “And this Black Friday the retailer has teamed up with Jack Fincham from Love Island to bring you #JackFriday and are giving you 50 per cent off site wide to boot”. Top Properties by Unique Visitors: Apparel* Category % Reach Total Unique Among Digital Yr-on-Yr % change Visitors (000) Population • Retail – Apparel 26,768 60.4 -4 • NEXT Group 5,920 13.4 -10 • ASOS Plc 4,156 9.4 -3 • BOOHOO 3,229 7.3 26 • Arcadia Group Limited 2,780 6.3 -13 • JDWILLIAMS 2,739 6.2 12 • HM.COM 2,671 6.0 6 • New Look Retailers 2,665 6.0 -18 • She In Group 2,412 5.4 N/A • PRETTYLITTLETHING 1,778 4.0 -2 • MandMDirect Sites 1,754 4.0 12 • SIMPLYBE 1,466 3.3 -1 • RIVERISLAND 1,414 3.2 -13 • MISSGUIDED 1,258 2.8 -32 • EVERYTHING5POUNDS 1,240 2.8 -4 • INDITEX Group 1,178 2.7 3 • DEPOP 1,135 2.6 67 Source: Comscore MMX Multi-Platform, July 2019, UK Adults 18+ 18 * Excludes Nike, JD Sports and Adidas Depop Unique Visitors: Jan 2018 to July 2019 (000s) 1,400 1,200 1,000 800 600 400 200 0 Source: Comscore MMX Multi-Platform, Jan 2018 - July 2019, UK Adults 18+ 19 UKOM Insights: Fashion Retailers 2019 Age Profile of Fashion Retail Online Properties Two-Thirds of Depop’s audience are under 34 % 70.0 60.0 50.0 40.0 30.0 20.0 10.0 0.0 18-24 25-34 22 Source: Comscore MMX Multi-Platform, July 2019, UK Adults 18+ UKOM Insights: Fashion Retailers 2019 https://econsultancy.com/what-is-recommerce-why-growing- popularity/ Contact Us Find out more at: http://www.ukom.uk.net/ Email us at: [email protected].
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