5 Internet and online content

UK Communications Market Report 2015 Figure 5.1

UK internet and web-based content market: key statistics

UK internet and web-based content market 2009 2010 2011 2012 2013 2014 2015

1Internet take-up (%) 73 75 77 79 80 82 85 1Internet on mobile-phone take-up (%) 20 21 32 39 49 57 61 2Monthly active audience on laptop/desktop 38.6m 43.1m 42.2m 43.6m 44.6m 45.1m n/a computers 2Time spent web browsing per laptop/desktop 29.4 30.9 31.5 34.7 34.2 29.8 n/a internet user per month (hours) 3Digital advertising expenditure (£) 3.6bn 4.1bn 4.8bn 5.4bn 6.3bn 7.2bn n/a 3Mobile advertising revenue (£) 38m 83m 203m 529m 1021m 1625m n/a

Note: With the exception of internet, and internet on mobile phone, take-up data, all data relate to the calendar year, meaning that 2015 data are currently unavailable. Source: 1Ofcom consumer research, Q1 each year (2009-2013), then Wave 1 (2014&2015) 2comScore MMX, UK, annual average from reported monthly values; 3IAB/PwC Digital Adspend Study 2009-2014. Note: Caution is advised in comparing values before and after February 2011 because of a change in comScore methodology.

1 Figure 5.2 Physical storage formats used at home % of respondents Content I have purchased/downloaded Content I have created/curated Net use % CDs 66 14 72 DVDs 66 11 72 Built in memory on my device 46 25 56 Memory card 42 27 61 USB Flash drive 39 25 54 Removable hard disk drive 30 16 38 Vinyl 34 4 37 VHS video cassettes 28 8 32 Audio cassette tapes 23 8 27 Blue-ray discs 22 3 24 Analogue film/ cinefilm/ photographic negatives 12 11 21 Games console cartridges 14 3 16 Floppy disks 10 6 14 Zip disks 3 3 5 Data tape format 1 2 3 0 10 20 30 40 50 60 70 80 90 Source: YouGov, Attitudes Towards Technology 2015, April 2015 Base: Online UK adults 16+ (2147) Q31. Which of the following do you have at home? Please choose all that apply. Note: ‘Net use’ refers to use for purchased/ downloaded content and/or created/ curated content. The sum of the people who use a particular physical media for content they have purchased, and the proportion who use it for content they have created/curated, double-counts the proportion who do both, and hence the net-use figure reported above is lower. 2 Figure 5.3 Use of online storage service % of respondents who answered ‘yes’ when asked if use online data storage services

50 44 42

40 36 32 30 30

20

10

0 Total 16-24 25-39 40-54 55+

Source: YouGov, Attitudes Towards Technology 2015 Base: Online UK adults 16+ (2147), 16 – 24 (279), 25 – 39 (384), 40 – 54 (554), 55+ (930) Q26. Q.26 Do you use online data storage services, such as Dropbox, iCloud or Google Drive for your personal needs? 3 Figure 5.4 Claimed use of selected online storage services % of respondents Total 16-24 25-39 40-54 55+ 60

50 49 50 47 45 46 45 44 45 44 40 40 34

29 30 27 27 25 23 24 21 19 20 17 14 9 10 10 7 3 0 Dropbox iCloud GoogleDrive iTunes CloudDrive Source: YouGov, Attitudes Towards Technology 2015 Base: Online UK adults 16+ who use online data storage services (773), 16 – 24 (126), 25 – 39 (175), 40 – 54 (189), 55+ (283) q29. Which of the following online storage services, if any, do you use for your personal needs?

4 Figure 5.5 Use of selected online storage services on desktop and laptop computers Unique audience (millions) Dropbox (App) OneDrive ICLOUD.COM MEGA.CO.NZ Box (App) Copy (App) 8

6

4

2

0 Jul-2014 Jul-2013 Oct-2014 Oct-2013 Apr-2014 Apr-2013 Jun-2014 Jan-2015 Jun-2013 Jan-2014 Mar-2015 Mar-2014 Feb-2015 Feb-2014 Nov-2014 Dec-2014 Nov-2013 Dec-2013 Aug-2014 Sep-2014 Aug-2013 Sep-2013 May-2014 May-2013 Source: comScore MMX, UK, home and work panel, April 2013 to March 2015 Entities reported in MMX: Dropbox (App) [M], OneDrive [C], ICLOUD.COM [P], MEGA.CO.NZ [P], Box (App) [M], Copy (App) [M]. Note: Services may include other websites and apps e.g. for mobile uploads, apart from those identified above.

5 Figure 5.6 Types of content stored on online storage services

% of respondents 80 74

60 44 40

24 22 21 18 17 20 14 10 9 6 0 myself purchased purchased / family Apps have I Apps downloaded Music have I Music purchased / downloaded Music have I Music Games I have I Games created/ mixed created/ purchased purchased / downloaded with individuals with Films and TV created myself created correspondence Emails and other and Emails eBooks / online / eBooks Personal official Personal documents which documents relate to me or my or me to relate Documents I have I Documents publications I have I publications programmes have I programmes Videos I have taken have I Videos Photos I I taken have Photos

Source: YouGov, Attitudes Towards Technology 2015 Base: Online UK adults 16+ who use online data storage services (773), 16 – 24 (126), 25 – 39 (175), 40 – 54 (189), 55+ (283) Q27. What types of content/media do you use online data storage for? 6 Figure 5.7 Reasons for using online data storage % of respondents Total 16-24 25-39 40-54 55+ 60 53 49 46 48 50 45 45 45 46 45 41 41 43 39 39 40 34 32 33 30 29 30 29 30 27 27 25 25 24 25 24 23 2223 24 22 2221 20 22 20 1919 19 20 18 1718 18 17 1717 15 1516 1515 11 12 10

0

destroyed, any data information drive hard video clips Viruses could Viruses drives can be can drives are affordable are Can access my access Can and I could lose could I and damaged or lost are very reliable computer/device content from any damage the data the damage to PC’s/laptop’s PC’s/laptop’s to External/PC hard External/PC The storage sites storage The sites storage The memory in my in my memory Additional backAdditional up More easily share easily More photos, music and music photos, I have a lot to store computer/devices computer/devices Do not want to lose to want not Do My data is very safe There’s not enough not There’s Source: YouGov, Attitudes Towards Technology 2015, April 2015 Base: Online UK adults 16+ who use online data storage services (773), 16 – 24 (126), 25 – 39 (175), 40 – 54 (189), 55+ (283) q34. Thinking about why you use online storage, which of the following statements, if any, apply to you? 7 Figure 5.8 Concerns about online storage % of respondents Total 16-24 25-39 40-54 55+ 50 46 44 4344 43 41 39 40 37 3535 29 30 30 28 27 24 24 20 20 18 18 15 15 1314 13 13 11 12 12 9 8 10 7 7 6 4 5 5 3 2 2 3 2 2 2 1 1 0 1 1 0 1

0 Other Don’t know Don’t None of these of None service confidential because of because because of confidential passwords for passwords I would ensure I would I would only put only would I online storage online I would not put not would I I’ve I’ve cutback on storage provider storage on inbuilt memory/ external hard drive hard external information/content data being hacked being data I have considered previously due to previously accounts are strong are accounts online storage use onlinestorage changing my online my changing I worry about private about worry I hacking/privacy fears hacking/privacy hacking/privacy fears hacking/privacy information/content in information/content closure/bankruptcy of closure/bankruptcy I have been unable to unable been have I access content stored content access Source: YouGov, Attitudes Towards Technology 2015 Base: Online UK adults 16+ who use online data storage services (773), 16 – 24 (126), 25 – 39 (175), 40 – 54 (189), 55+ (283) q36. Now thinking about levels of trust of online storage, which of the following statements, if any, apply to you? 8 Figure 5.9 Importance of keeping content % of respondents ranking content type as 1st, 2nd or 3rd most important out of 12

Photos I have taken 72 Documents I have created myself 43 Personal official documents which relate to… 35 Videos I have taken 32 Emails and other correspondence with… 25 Music I have purchased 22 Apps I have purchased / downloaded 12 eBooks / online publications I have… 8 Music I have created/ mixed myself 8 Films and TV programmes I have purchased 5 Games I have purchased / downloaded 5 Other 3

0 20 40 60 80 Source: YouGov, Attitudes Towards Technology 2015 Base: Online UK adults 16+ who use online data storage services (773), 16 – 24 (126), 25 – 39 (175), 40 – 54 (189), 55+ (283) q28_6. Thinking about the types of media that you would like to save or keep, which of the following are the most important to you? Please rank them in order, with the most important first. 1 being most important and 10 being least important. 9 Figure 5.10 Digital preservation challenges and awareness % of respondents

Total 16-24 25-39 40-54 55+ 58 60 54 52 49 50

40 38

30 25 21 21 21 20 16 16 17 13 14 14 10 12 10 10 12 10 9 9 9 10 8 7 7 8 8 8 8 7 7 10 4 0 Don't know None of these another did not have a hardware tools to store the content have compatible have from one format to long term longevity contentI as did not drive/card/cartridge When storing digital and use the content as to how I save and save I how to as convert digital content contentI as could no content as my device my as content Have usedsoftware or physical media format media e.g.floppy disc capable of reading the contentconsider I their due to disc read errors when making decisions software or app to open to app or software Unable to access digital Unable to access digital Unable to access digital longer read the physical

Source: YouGov, Attitudes Towards Technology 2015 Base: Online UK adults 16+ (2147), 16 – 24 (279), 25 – 39 (384), 40 – 54 (554), 55+ (930) q40. Which of the following statements applies to you?

10 Figure 5.11 Actions taken to safeguard continued access to content % of respondents Total 16-24 25-39 40-54 55+ 40 35 32 29 29 29 30 27 26 26

22 21 20 19 20 18 15 14 13 14 12 11 10 8 9 8 9 10 7 7 7 8 8 8 7 7 7 6 7 6 5 4 4 4

0 my etc. Don’t know Don’t without member It is not and told and passwords friend/family None of these of None to find to find them content in an area where it where area passwords on passwords I have shared thought about thought passwords to a to passwords I have given my PC/laptop/tablet the content with content the I have saved my someone where someone a family member I have saved the passwords down passwords can be accessed be can I have written my something I have Source: YouGov, Attitudes Towards Technology 2015, April 2015 Base: Online UK adults 16+ who use online data storage services (773), 16 – 24 (126), 25 – 39 (175), 40 – 54 (189), 55+ (283) Q39. Have you taken any of the following steps to safeguard your data/content? 11 Figure 5.12 Household internet access: 2005 to 2015 Proportion of adults (%) 100 Internet 82 85 77 79 80 80 73 75 80 67 76 75 77 Total 64 71 74 78 60 60 68 72 72 73 broadband 67 60 58 65 65 61 52 57 Fixed 49 broadband 40 41 39 31 32 Internet on 21 mobile 20 20 17 12 15 13 5 8 6 Mobile 0 broadband 2005 Q1 2006 Q1 2007 Q1 2008 Q1 2009 Q1 2010 Q1 2011 Q1 2012 Q1 2013 Q1 2014 W1 2015 W1

Source: Ofcom Technology Tracker. Data from Quarter 1 of each year 2005-2013, then Wave 1 2014-2015. Base: All adults aged 16+ (n=3756). Note 1: “Internet on mobile” is the % of adults who use a mobile phone for any of the following activities: Instant messaging, Downloading Apps or programs, email, internet access, downloading video, video streaming, visiting social networking sites. Note 2: From Q1 2009 the ‘Internet’ figure includes those who access the internet on mobile phones. QE2: Do you or does anyone in your household have access to the internet/World Wide Web at home (via any device, e.g. PC, mobile phone etc)? QE9: Which of these methods does your household use to connect to the Internet at home? Note 3: Mobile broadband is connecting a device using a USB stick or dongle, or built-in connectivity in a laptop or netbook or tablet computer with a SIM card 12 Figure 5.13

Wireless router take-up in broadband homes: 2007 to 2015 Use within broadband households (%) 100 93 95 89 85 80 75 66 60 52 44 40 34

20

0 Q1 2007 Q1 2008 Q1 2009 Q1 2010 Q1 2011 Q1 2012 Q1 2013 W1 2014 W1 2015

Source: Ofcom Technology Tracker. Data from Q1 2007-2013, wave 1 2014-2015 Base: Wireless router take-up - adults aged 16+ with a broadband connection at home. From 2009 this is based on fixed broadband connections only. QE28(QE35): Do you or anyone in your household use a fixed wireless internet connection at home (Wi-Fi)?

13 Figure 5.14

Ownership of internet-enabled devices Household take-up (%) 80 Year-on-year difference +5 +2 +10 +/-0 +/-0 -1 +4 -4 +9 +/-0 +1 N/A 60

40 66 65 54 47 20 38 34 28 20 20 5 8 3 0 Smart Laptop Tablet Games VOD Desktop E-reader* Portable Smart Netbook HDMI Smart phone console STB games TV device Watch* console Source: Ofcom Technology Tracker, W1 2015 Base: Adults aged 16+ n = 3756 Note: IP-enabled devices include laptop, games console (Xbox 360, PS3, Wii/Wii U), desktop PC, smartphone, portable games console (Nintendo DS range, PlayStation Portable/Vita), VOD STB (all Virgin TV customers, Sky+ HD, BT TV, TalkTalk TV and YouView), e-reader, tablet, netbook, smart TV, and HDMI device (Roku, Chromecast, Now TV). *E-reader and Smart Watch take-up stated here is per household while elsewhere in the report we state figures by individual take-up. Smart Watches were not included in the survey prior to 2015. 14 Figure 5.15

Take-up of internet enabled devices by socio-economic group Proportion of adults (%) 100 AB C1 C2 DE 80 78 72 71 73 66 63 60 60 56 58 52 50 50 45 47 44 43 42 38 40 38 37 35 40 34 32 29 25 25 26 21 19 21 21 16 18 20 14 14 13 9 7 5 3 2 3 3 2 3 3 2 0 Smart Laptop Tablet Games VOD Desktop E-reader Portable Smart Netbook USB TV Smart phone Console Box Games TV device Watch Console Source: Ofcom Technology Tracker, W1 2015 Base: Adults aged 16+, AB n = 828, C1 n = 1120, C2 n = 781, DE n = 1026 Note: Ranked by overall household ownership

15 Figure 5.16

Take-up of internet-enabled devices, by age Proportion of adults (%) 100 90 87 16-24 25-34 35-54 55+ 80 76 80 73 75 68 64 64 63 60 61 60 48 46 39 37 37 37 35 35 40 32 34 30 30 29 27 28 26 27 23 21 21 22 20 17 12 10 12 6 6 5 4 6 5 4 1 3 1 1 0 Smart Laptop Tablet Games VOD Desktop E-reader Portable Smart Netbook USB TV Smart phone Console Box Games TV device Watch Console

Source: Ofcom Technology Tracker, W1 2015 Base: 16-24 n = 514, 25-34 n = 606, 35-54 n = 1189, 55+ n = 1447 Note: Ranked by overall household ownership

16 Figure 5.17 Tablet computer ownership, by age and socio-economic group: 2012- 2015 Household take-up (%)

2012 2013 2014 2015 80 64 60 61 62 60 54 53 49 51 51 44 44 37 40 33 35 28 28 31 24 27 20 15 15 16 11 14 11 11 4 6 0 Total 16-24 25-34 35-54 55+ ABC1 C2DE

Source: Ofcom Technology Tracker. Data from Quarter 1 of each year 2012-2013, then Wave 1 2014-2015 Base: All adults aged 16+, 2012=3772, 2013=3750, 2014=3740, 2015=3756 QE1: Does your household have a PC, laptop, netbook or tablet computer?

17 Figure 5.18

Number of different internet-enabled devices per household, Q1 2015 Proportion of households(%) 20 100 89 78 65 52 38 24 14 7 2.5 0.7 0.1 100

15.0 15 14.0 14.0 75 12.0 12.0 Own n no. of devices 10.0 10.0 Own at least n no. of devices 10 50 7.0

5 4.0 25 2.0 1.0 0.1 0.0 0 0 None One Two Three Four Five Six Seven Eight Nine Ten ElevenTwelve n number of different devices

Source: Ofcom research, Q1 2015, Base: Adults aged 16+ n = 2673 Note: IP-enabled devices include laptop, games console (Xbox 360, PS3, Wii/Wii U), desktop PC, smartphone, smartwatch, portable games console (Nintendo DS range, PlayStation Portable/Vita), VOD Box (all Virgin TV customers, Sky+ HD, BT Vision, TalkTalk TV and YouView), e-reader, tablet, netbook, smart TV and HDMI device.

18 Figure 5.19 Device ownership, by number of different internet-enabled devices in the household Proportion of households that own device (%) Laptop 100% Smartphone

80% VOD Box Games console 60% Tablet Desktop PC 40% E-reader Portable games 20% console Smart TV Netbooks 0% 1 2 3 4 5 6 7 8 HDMI Number of different internet-enabled devices in household Source: Ofcom research, Q1 2015, Base: Adults aged 16+ with at least one IP-enabled device n = 2411 Note: IP-enabled devices include laptop, games console (Xbox 360, PS3, Wii/Wii U), desktop PC, smartphone, smartwatch, portable games console (Nintendo DS range, PlayStation Portable/Vita), VOD Box (all Virgin TV customers, Sky+ HD, BT Vision, TalkTalk TV and YouView), e-reader, tablet, netbook, smart TV and HDMI device.

19 Figure 5.20

Most important device for internet access Internet users (%) 100% 11 4 8 11 Other 14 17 11 17 12 13 14 80% 17 27 19 22 22 19 19 15 17 21 23 Desktop 60% 25 22 25 30 31 29 33 35 28 Tablet 40% 32 60 36 Laptop 46 41 20% 33 32 34 31 31 37 25 Smartphone 0% 10 C1 C2 AB DE UK 55+ Male 16-24 25-34 35-54 Female Gender Age group Social group

Source: Ofcom Technology Tracker, W1 2015 Base: All adults aged 16+ who use the internet at home or elsewhere (n = 3095 UK). QE11(QE40): Which is the most important device you use to connect to the internet, at home or elsewhere? “Other” responses include: “Netbook”, “Games console”, “Other device”, “None” and “don’t know”.

20 Figure 5.21

Active internet audience: March 2015 Million 50 47.5 45.1

40 36.4

30

20

10

0 Digital audience Laptop and desktop audience Mobile audience Source: comScore MMX, UK, home and work panel, March 2015; comScore MMX-MP, UK, March 2015; comScore MoMX UK, March 2015. Note: ‘Digital audience’ is the unique audience across desktop/laptops and mobile. Mobile audience includes Android smartphones and iOS smartphones and tablets. Only those entities that have been tagged as part of the census network report Android tablet usage data.

21 Figure 5.22 Average time spent online: March 2015 Hours 100 88.9

80

58.6 60

40 31.3

20

0 Total digital audience All smartphones (browser & Laptop and desktops app combined) Source total digital audience: comScore MMX-MP, UK, March 2015, (bases include ages 6+ for desktops/laptops, 18+ for mobile devices; Source all smartphones: comScore MoMX, UK, 18+, March 2015. Source laptops and desktops: comScore MMX, home and work panel, UK, 6+, March 2015; Note: All smartphones, includes iPhones and Android handsets, browser and application use.

22 Figure 5.23 Average time online on a laptop/desktop, by age and gender: March 2015 Hours 50 42.2 41.1 40.0 40 37.9 36.9 37.2 33.3 34.6 31.3 32.4 30 27.5 27.2 Male 20 Female

10 6.5 6.2

0 Adults (18+) 6-14 15-24 25-34 35-44 45-54 55+

Source: comScore MMX, home and work panel, March 2015 Note: Time spent online is a measure of time spent browsing web pages on laptop and desktop computers only. It excludes time spent accessing other media such as audio or video content.

23 Figure 5.24 Average time online on a smartphone, by age and gender: March 2015

Hours 80 76.8 75.6 69.9 68.9 61.6 60.2 61.4 60 55.7 51.7 43.0 42.6 40 37.8 Male Female

20

0 Adults (18+) 18-24 25-34 35-44 45-54 55+

Source: comScore MoMX, March 2015. Browser and application access combined. Note: Includes Android and iOS smartphones

24 Figure 5.25

Internet take up and intentions: 2008 - 2015 Adults (%) 100% 12 17 17 15 14 14 Don't intend to get 21 22 1 2 2 2 2 2 4 3 4 3 80% 4 8 3 5 5 6 Don't know if will 60% get

Likely to get in 80 82 85 40% 76 79 next 12 months 70 73 65

20% Internet connection at home 0% 2008 2009 2010 2011 2012 2013 2014 2015 Source: Ofcom Technology Tracker. Data from Q1 of each year 2008-2013, then wave 1 2014-2015 Base: All adults aged 16+ (5812 in 2008, 6090 in 2009, 9013 in 2010, 3474 in 2011, 3772 in 2012, 3750 in 2013, 3740 in 2014, 3756 in 2015). QE2/ QE24 – Do you or does anyone in your household have access to the internet / World Wide Web at home (via any device)?/ How likely are you to get internet access at home in the next 12 months? 25 Figure 5.26

Main reasons for not having a home broadband connection Proportion of those without broadband (%)

50 44 46 44 41 40 2012

30 2013 25 25 23 22 22 21 20 20 19 18 18 18 2014 20 15 17 16 15 17 15 13 12 10 2015

0 Don't need it Don’t want a Don't have Too expensive Too old to use Likely to get in computer knowledge / internet next year skills Source: Ofcom Technology Tracker. Data from Q1 2012-2013, wave 1 2014-2015 Base: All adults without the internet aged 16+ (n=681) QE31(QE25A): Why are you unlikely to get internet access at home in the next 12 months?

26 Figure 5.27 Perceived advantages of being online among internet non-users I don't think there are any advantages to me being online 52 %

Finding information quickly (for example about news, weather, sport, hobbies health etc.) 22 Staying in touch with people, making free phone/ video calls, share photos 11

Getting the best deals and saving money 9

Being more independent/ less dependent on other people to do things for me like booking things or ordering things 6 Finding out about and applying for social services or completing government processes 5

Watching TV programmes or films or playing games online 3

Finding a job or course to do 2

ANY OF THESE ADVANTAGES 34

Don't know 14

Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in October to November 2014 Base: Adult internet users aged 16+ who do not go online at home or elsewhere (281) IN12 Which, if any, of the following do you think would be the main advantages to you of being online? Can you think of any other advantages for you personally in being online? (prompted responses, multi-coded) 27 Figure 5.28 Claimed use of the internet for selected activities Adults (%) Any 95 2 97 General surfing/browsing 72 13 85 Sending and receiving email 68 15 83 Purchasing goods/services 32 30 62 Banking 46 15 61 Using social networking sites 44 12 56 TV/ Video viewing 37 17 54 Instant messaging 31 15 46 Finding/ downloading info for work 25 17 42 Finding health information 14 24 38 Watching short video clips 23 14 37 Used in the past week Playing games 21 12 33 Downloading music 14 19 33 Use less often Using local council/ Government websites 12 21 33 Finding/ downloading info for college 16 12 28 Trading/auctions 10 15 25 Uploading/ adding content to internet 12 12 24 Listening to radio 11 9 20 Streaming audio services 7 6 13 0% 20% 40% 60% 80% 100%

Source: Ofcom Technology Tracker, wave 1 2015 Base: All adults aged 16+ who use the internet at home or elsewhere (n = 3095 UK) QE5. Which, if any, of these do you use the internet for? 28 Use of the internet by SMEs Top ten internet applications for SMEs

SMEs with fixed internet (%)

Email 97 Web access 89 Ordering goods and services online 83 Online banking 74 Using HMRC services 72 Company website 69 Paying for goods/services via BACS 62 Looking for advice on regulation 59 Looking for general business advice 57 Taking orders for goods online 42 0 10 20 30 40 50 60 70 80 90 100

Source: Ofcom research. Fieldwork April – June 2014 QA10a: Which if any of the following internet applications does your organisation use for business purposes? Base: All with fixed internet (Total n=1267, 1-4 n=471, 1-9 n=737, 10-49 n=301, 50-249 n=229).

29 Figure 5.29 Top ten most popular internet properties among the digital audience: March 2015 Unique audience (millions)

50 46 41 40 40 37 37 33 31 30 28 28 27

20

10

0 Google Sites Facebook BBC Sites Microsoft Amazon Yahoo Sites eBay Mail Online / Sky Sites Apple Inc. Sites Sites Daily Mail Source: comScore MMX Multi-Platform, UK, March 2015 All sites listed are at the property level [P]. Please note MMX Multi-Platform includes laptop/desktop browsing, laptop/desktop video streams, on-network and Wi-Fi mobile browsing and app use. Note: Starting with July 2013 data, comScore added tablet data to the mobile data field of MMX MP. Only those entities that have been tagged as part of the census network report tablet usage data. 30 Figure 5.30

Top ten comScore properties among the digital audience, by time spent Total Minutes (billions)

Facebook 51.04 Google Sites 34.16 BBC Sites 9.52 Apple Inc. 8.01 Microsoft Sites 7.98 Yahoo Sites 5.52 eBay 4.90 NETFLIX.COM 3.22 Amazon Sites 3.02 Sky Sites 2.85 0 10 20 30 40 50 60

Source: comScore MMX Multi-Platform, UK, March 2015 Note: All sites listed are at the property level. Time spent online is a measure of time spent laptop/desktop webpage browsing and on-network and Wi-Fi mobile browsing and application data. It excludes time spent accessing audio content.

31 Figure 5.31 Most popular app downloads March 2015 App ranking by number of downloads in UK - iOS and Google Play Combined

App Company 1 WhatsApp Messenger Facebook 2 Facebook Facebook 3 Facebook Messenger Facebook 4 YouTube Google 5 Crossy Road HIPSTER WHALE 6 Instagram Facebook 7 Skype Microsoft 8 Snapchat Snapchat 9 Spotify Spotify 10 Candy Crush Soda Saga King Source: App Annie Index https://www.appannie.com/indexes/all-stores/rank/overall/?month=2015-03- 01&country=GB

32 Figure 5.32

Audience of search engines: March 2015

Unique audience (millions) 50 Digital Audience Desktop/laptop Total Mobile 39.6 40 32.0 30 21.7 20 17.3 13.4 14.0 11.7 10 6.3 3.7 0 Google Search [C] Bing [C] Yahoo Search [C] Source: Source: comScore MMX Multi-Platform, comScore MMX, comScore MoMX, UK, March 2015 MMX Multi-Platform includes laptop/desktop browsing, laptop/desktop video streams and mobile use. ‘Total mobile’ includes Android smartphones and iOS smartphones and tablets. Only those entities that have been tagged as part of the census network report Android tablet usage data.

33 Figure 5.33

Digital audience of social networking services: April 2015

Unique audience (millions) and reach as % total digital audience 50 86% 46% 44% 43% 30% 20% 13% 1% 40.7 40

30 21.6 20.7 20.2 20 14.1 9.4 10 6.1 0.2 0 Facebook Twitter Linkedin Google+ Instagram Pinterest Myspace Friends Reunited Group Source: comScore MMX-MP, UK, April 2015 Note: Entities cited from comScore MMX Multi-Platform: FACEBOOK.COM [M], TWITTER.COM [P], LinkedIn [P], Google Plus [C], INSTAGRAM.COM [M], PINTEREST.COM [P], MySpace [P], Friends Reunited Group [P]. MMX Multi-Platform includes laptop/desktop browsing, laptop/desktop video streams and mobile use. Mobile use includes Android smartphones and iOS smartphones and tablets. Only those entities that have been tagged as part of the census network report Android tablet usage data. 34 Figure 5.34 Unique audience of selected social networking websites on laptop/desktop computers: April 2012 to 2015 Unique audience (millions) 40 Apr-12 Apr-13 Apr-14 Apr-15

31.130.0 30.1 30 29.0

20

10.6 9.7 10.4 9.1 10 9.1 8.7 8.9 8.4 8.6 5.4 5.1 2.6 1.9 0.6 0.3 0.7 0.9 0.4 0.2 0 Facebook Twitter Linkedin Google+ Myspace Friends Reunited Group

Source: comScore MMX, UK, home and work panel, April 2012 to April 2015. Note: Entities cited from comScore MMX: FACEBOOK.COM [M], TWITTER.COM [P], LinkedIn [P], Google Plus (2012-2014), Google + [C] (2015), MySpace [P], Friends Reunited Group [P]

35 Figure 5.35 Unique audience of selected social networking services, across devices: April 2015 Million 50 Total Digital Population Desktop & laptop 40.7 Mobile (Browser & App Combined) Smartphones (Browser & App Combined) 40 Smartphones (Browser) Smartphones (App)

30.130.5 30 26.0 22.0 21.6 19.7 20.7 20.2 20 16.2 15.4 14.2 14.1 11.8 10.3 11.1 9.1 8.9 9.6 9.1 8.6 8.6 9.4 7.3 7.6 7.2 10 7.0 5.9 3.7 4.7 4.0 3.4 2.9 2.4 1.2 2.3 0 FACEBOOK.COM TWITTER.COM Linkedin Google+ INSTAGRAM.COM PINTEREST.COM Source: comScore MMX home and work panel, MMX-MP, MoMX UK, April 2015. Note: Mobile devices include iOS and Android smartphones, iPads. Android tablets included for tagged entities. Entities cited include FACEBOOK.COM [M], TWITTER.COM [P], Linkedin [P], Google+ [C], INSTAGRAM.COM [M], PINTEREST.COM [P]. ‘Mobile’ includes Android smartphones and iOS smartphones and tablets and Android tablets. Only those entities that have been tagged as part of the census network report Android tablet usage data. ‘Smartphones’ includes iOS and Android smartphones. 36 Figure 5.36 Unique audience for selected online video sharing services: March 2015 Unique audience (millions) and active reach %

50 87% 55% 74% 26% 6% 7% 13% 6% 9% 9% 1% 4% 5% 2% 0% 4% 3% 3% 4% 3% 1% 41.5 40 Digital Audience Laptop & desktop audience Mobile Audience 30 27.1 24.9

20 12.2 10 6.3 4.4 2.5 2.7 2.9 3.3 2.4 2.1 2.0 0.6 1.6 1.0 0.2 1.3 1.1 1.5 0.3 0 YOUTUBE.COM [M] Vimeo [P] DAILYMOTION.COM VINE.CO [M] MSN Video [S] TWITCH.TV [P] Yahoo Screen [C] [P]

Source: comScore MMX, UK, home and work panel, comScore MMX-MP, UK and comScore MoMX, UK. All March 2015. Note: MMX Multi-Platform includes laptop/desktop browsing, laptop/desktop video streams and mobile use. Mobile audience includes Android smartphones and iOS smartphones and tablets. Only those entities that have been tagged as part of the census network report Android tablet usage data.

37 Figure 5.37 Claimed use of video on mobile phones

Audience (millions)

14 12 10 8 6 4 2 0 Apr-2014 May-2014 Jun-2014 Jul-2014 Aug-2014 Sep-2014 Oct-2014 Nov-2014 Dec-2014 Jan-2015 Feb-2015 Mar-2015 YouTube Facebook Vine Yahoo Dailymotion Vimeo MSN

Source: comScore MobiLens. All users 13+

38 Figure 5.38 Gaming activities carried out in the past week % of respondents 60 54 Total 16-24 25-39 40-54 55+ Male Female 50 46 41 40 38 37 34 33 31 29 30 25 26 22 22 22 21 19 20 16 18 17 16 11 12 10 10 9 10 7 7 6 7 10 6 6 6 5 3 4 4 3 2 1 2 2 0 Play any game on a Play any game on a Play any game on a Play games which are Played a stand-alone Play a stand-alone mobile phone and or desktop/laptop games console more than 10 years old game with other game with other tablet computer connected to a TV set (‘retrogaming’) people via the internet people via the internet e.g. multiplayer on a on a desktop or laptop games console computer (online connected to a TV set multiplayer) (online multiplayer)

Source: YouGov, Attitudes Towards Technology 2015, April 2015 Base: Online UK adults 16+ (2147), 16 – 24 (279), 25 – 39 (384), 40 – 54 (554), 55+ (930), Male (1018), Female (1129) q4. Have you done any of the following in the past week?

39 Figure 5.39 Watching and streaming games footage in the past week % of respondents 25 22 Total 16-24 25-39 40-54 55+ Male Female

20

15

10 9 10 8 7

5 4 5 5 4 4 4 3 2 2 2 2 1 1 1 1 2 1 1 1 0 0 0 0 0 Watched other people play Watched online footage of other Streamed or uploaded footage of Taken part or attended (either in videogames /computer games via people playing games via a myself playing games on a person or online) a video/computer a non-gaming specialist video site dedicated gaming service e.g. computer and or console game tournament (this is Twitch.TV sometimes called ‘e-sports’)

Source: YouGov, Attitudes Towards Technology 2015, April 2015 Base: Online UK adults 16+ (2147), 16 – 24 (279), 25 – 39 (384), 40 – 54 (554), 55+ (930), Male (1018), Female (1129) q4. Have you done any of the following in the past week?

40 Figure 5.40 Unique visitors to selected games platforms on desktop and laptop computers

Unique audience (millions) Steam (App) [M] Origin (App) [M] GOG.COM [P] 5

4

3

2

1

0 Jul-2013 Jul-2014 Oct-2013 Oct-2014 Apr-2013 Apr-2014 Jun-2013 Jan-2014 Jun-2014 Jan-2015 Mar-2014 Mar-2015 Feb-2014 Feb-2015 Nov-2013 Dec-2013 Nov-2014 Dec-2014 Aug-2013 Sep-2013 Aug-2014 Sep-2014 May-2013 May-2014

Source: comScore MMX, UK, home and work panel, April 2013 to March 2015

41 Figure 5.41

Digital audience of selected online retail services: March 2015

Unique audience (millions) 32.1 21.6 Amazon 21.1 28.2 19.9 eBay Sites 18.5 14.1 7.9 Argos 8.5 12.7 5.7 Tesco 8.4 9.8 4.6 Asda 6.5 6.1 3.9 Marks and Spencer 2.9 5.3 3.4 John Lewis 2.4 5.3 3.6 Next 2.3 4.7 Digital Audience Desktops & laptops Mobile Audience 2.9 Asos 2.4 4.0 2.6 Debenhams 1.9 0 10 20 30 40

Source: comScore MMX Multi-Platform, comScore MMX, comScore MoMX UK, March 2015. Note: MMX Multi-Platform includes laptop/desktop browsing, laptop/desktop video streams and mobile use. Mobile use includes Android smartphones and iOS smartphones and tablets. Only those entities that have been tagged as part of the census network report Android tablet usage data. comScore dictionary entities used were Amazon [M], eBay Sites [M], Argos [M], TESCO.COM* [M], Asda [M], MARKSANDSPENCER.CO [M], NEXT.CO.UK [M], ASOS.COM [M], DEBENHAMS.COM [M], John Lewis [M] * Indicates that the entity has assigned traffic to certain pages in the domain to other entities

42 Figure 5.42 Mobile retail activities conducted by mobile internet users: March 2014 and March 2015 Mobile internet users (%)

26 Found store location 25 26 Purchased goods or services 25 23 Compared product prices 22 22 Researched product features 21 Mar-15 20 Mar-14 Checked product availability 19 18 Found coupons or deals 17 6 Mobile payments POS 5 0 5 10 15 20 25 30

Source: comScore MobiLens, UK, 3 month averages ending March 2014 and March 2015 Base: Mobile internet users 13+

43 Figure 5.43 Selected mobile payments and financial services activities conducted by mobile internet users: March 2014 and March 2015 Mobile internet users (%)

37 Bank Accounts 36 24 Electronic Payments/Money Transfer 22 18 Credit Cards 15 Mar-15 6 Mobile Payments POS 5 Mar-14 Used NFC-enabled device/sticker for mobile POS 4 payment 3 3 Scanned QR/bar code for mobile POS payment 3 0 5 10 15 20 25 30 35 40

Source: comScore MobiLens, UK, 3 month averages ending March 2014 and March 2015 Base: mobile internet users 13+

44 Figure 5.44 News consumption, by platform and age: 2015

% of adults in UK 85% Television 72% 93% 46% Newspapers 34% 56% 39% Any internet or apps* 46% 23% 39% Radio 21% 46% Internet or apps on a computer/ laptop/ 30% 29% netbook/ tablet 21% 21% Word of mouth 23% 18% 20% All UK Internet or apps on a mobile 29% 6% 16-24 6% Magazines 5% 55+ 6% 3% Interactive TV, TV apps 2% 3% 1% None of these / Don’t follow news 5% 0%

Source: Ofcom Technology Tracker, W1 2015 Base: All adults aged 16+ (3756). QN1: Which of the following do you use for news nowadays? *Any internet or apps; aggregate of all internet devices.

45 Figure 5.45 Audience and reach of selected news services Unique audience (million) / reach (%) BBC News 27.8 59% 19.6 54% 24.5 DAILYMAIL.CO.UK 18.5 52% 51% 21.0 The Guardian 14.1 44% 39% 19.0 TELEGRAPH.CO.UK 12.7 40% 35% 18.4 MIRROR.CO.UK 14.7 39% 40% 14.4 INDEPENDENT.CO.UK 10.3 30% 28% 12.8 BUZZFEED.COM 10.0 27% 27% 9.8 METRO.CO.UK 7.8 21% 21% 7.7 ITV News 6.4 16% 18% 5.3 HUFFINGTONPOST.CO.UK* 4.2 11% Total digital auidence 12% 5.1 VICE.COM 3.5 Mobile audience 11% 10% THESUN.CO.UK 2.1 5% 1.4 4% 0 5 10 15 20 25 30 Source: comScore MMX-MP and MoMX, UK, March 2015. MMX Multi-Platform includes laptop/desktop browsing, laptop/desktop video streams and mobile use. Mobile includes Android smartphones and iOS smartphones and tablets. Only those entities that have been tagged as part of the census network report Android tablet usage data. Entities Note: comScore dictionary entities used were BBC News [C], DAILYMAIL.CO.UK [M], The Guardian [P], TELEGRAPH.CO.UK [M], MIRROR.CO.UK [C], INDEPENDENT.CO.UK [P], BUZZFEED.COM [P], METRO.CO.UK [M], ITV News [M] HUFFINGTONPOST.CO.UK* [C], VICE.COM [M], THESUN.CO.UK [C]. * Indicates that the entity has assigned traffic to certain pages in the domain to other entities 46 Figure 5.46 Use of online media for local area % respondents

Used a website or app from a TV channel, newspaper or radio station 26 dedicated to area 24 Used any other website or app dedicated to area Used a catch-up service (e.g. iPlayer, ITV/STV/UTV Player) to watch 21 a regional news programme about your area Watched a video about or concerning your local area on a 20 website/app of a local newspaper, local radio or other TV broadcaster Watched a video with hyperlocal content on social media (e.g. 18 Facebook, Twitter) Watched a video with hyperlocal content on a general online video 18 service (e.g. YouTube, Vimeo) Watched a video about or concerning your local area on any other 17 website or app Streamed or created and uploaded online a video you have made 14 which is about (or relevant to) the area in which you live/work 0 10 20 30 Source: YouGov, Audio visual consumption survey 2015, May 2015 Base: Online UK adults 16+ (2114), q. q39_rc. We’d now like to ask about ‘hyperlocal’ content. This means news or content services pertaining to a town, village, single postcode or other small, geographically defined community. In relation to the area where you currently either live or work (or have done in the past) have you

47 Figure 5.47

UK advertising expenditure: 2014 Expenditure (£ millions)

Internet 7,194

TV 4,766 4,911

Press brands 2,961 655 3,616

Direct Mail 1,835 Non-Digital Digital Out of home 1,019

Radio 575

Cinema 202

0 1000 2000 3000 4000 5000 6000 7000 Source: AA/Warc Expenditure Report, April 2015 Note: ‘Press brands’ is a consolidation of magazine brands and national and regional news brands. Total digital advertising spend is double-counted in digital TV spend (broadcaster VOD revenue), and in press brands’ digital spend.

48 Figure 5.48

Digital advertising expenditure, by type: 2008 - 2014 £ millions 8000 7,194

6,258 1,047 6000 5,448 882 4,822 818 Other 4,097 759 3,773 4000 3,364 3,559 Classifieds 718 3,471 713 658 3,087 Paid for search 2,708 Display 2000 2,245 1,942 2,097 2,274 1,280 1,479 1,825 697 772 1,050 0 2008 2009 2010 2011 2012 2013 2014

Source: IAB / PwC Digital Adspend Study 2008-2014 Note: ‘Content and native advertising’ was included as a new format for 2014; before this the revenue would have sat elsewhere within display (e.g. sponsorships).

49 Figure 5.49

Digital display video advertising revenue £ millions 500 442 2111 400 310 300 16 Video other 200 Social Video 200 410 20 Pre-post roll 118 288 100 121 53 178 28 105 12 53 0 12 28 2008 2009 2010 2011 2012 2013 2014

Source: IAB / PwC Digital Adspend Study 2008-2014

50 Figure 5.50

Mobile advertising expenditure: 2011 - 2014 £ millions 2000 1,625 19 1500

769 1,021 Other 1000 Display 424 529 Search 500 153 837 203 581 365 0 137 2011 2012 2013 2014

Source: IAB / PwC Digital Adspend Study 2011 – 2014 .

51