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UK Digital Market Overview – September 2018

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UK Digital Market Overview – September 2018 UK Digital Market Overview – September 2018 If you have any questions, please contact: [email protected] A Guide to Data Sources Total Digital Population = Unduplicated audience across MMX, Mobile Metrix and Video Metrix BROWSING MMX MOBILE METRIX* VIDEO METRIX** Comscore MMX VIDEO Multi-Platform® *Please note that we use the term mobile to refer to smartphone and tablet usage combined **Video not yet included for mobile and tablet 2 Usage by Platform Breakdown of Digital Unique Visitors by Platform 5,499 6-17 yrs 5,499 Age 18+ 40,268 43,489 Total Unique 34,822 Visitors (000s) 30,338 22,940 Tablets Smartphones Desktop Mobile Total Digital Population Source: Comscore MMX Multi-Platform, Sep 2018 MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps*Desktop refers to ‘Desktop, laptop and notebook. Total 4 mobile refers to smartphone and tablet usage combined Share of Minutes by Platform Mobile Devices now account for 75% of all adult online minutes Share of Total Minutes 18+ Tablets 12% Desktop 25% Desktop 25% Total Mobile Smartphones 75% 63% Source: Comscore MMX Multi-Platform, Sept 2018, UK, Adults 18+ MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps 5 *Desktop refers to ‘Desktop, laptop and notebook. Total mobile refers to smartphone and tablet usage combined Platform Unique Visitors by Age The Desktop has higher reach amongst Older Audiences Audience by Platform by Age - Unique Visitors (000s) 9,401 7,941 7,651 7,569 7,163 6,936 5,706 5,609 5,796 5,132 4,787 4,116 4,377 3,826 2,091 18-24 25-34 35-44 45-54 55+ Desktop Smartphones Tablets Source: Comscore MMX Multi-Platform, Sept 2018, UK Adults 18+ 6 MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps Platform Share of Minutes by Age & Gender Millennials & females spend greatest share of time on mobile devices Share of Minutes 18+ 63% 12% 25% Smartphone share Persons: 18-24 75% 10% 15% decreases with increasing Persons: 25-34 68% 9% 23% age but 55+ have the Persons: 35-44 67% 12% 21% greatest tablet share Persons: 45-54 60% 12% 28% Persons: 55+ 49% 17% 34% Females 18+ spend 82% of Males: 18+ 57% 12% 31% their time online on Females: 18+ 69% 13% 19% mobile devices compared Smartphones Tablets Desktop to only 69% for males. Source: Comscore MMX Multi-Platform, Sept 2018, UK Adults 18+ 7 MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps PlatformSmartphone’s Share usageof Time increases Online by with Social decreasing Grade age Smartphone share increases with decreasing social grade Platform Share of Minutes by Social Grade 100% 13% 30% 80% 15% 60% 14% 40% 56% 20% 72% 0% A - Upper Middle B - Middle Class C1 - Lower Middle C2 - Skilled D - Working Class E - Those at Class Class Working Class Lowest Level of Subsistence Source: Comscore MMX Multi-Platform, Sept 2018, UK Adults 18+ 8 MMX Multi-Platform includes Desktop browsing, Desktop video streams, smartphone browsing & apps, tablet browsing & apps for tagged sites & apps. Average Minutes per Visitor by Platform Mobile visits are shorter 26.4 13.5 6.5 Average minutes per visit by platform Total Digital Population Desktop Mobile Source: Comscore MMX Multi-Platform, Sept 2018, UK Adults 18+ 9 MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps Multi-Platform Usage Multi-Platform Usage 30% of Online Adults are now Mobile Only 8% Desktop only UV 8% 30% Mobile only UV 30% 13.1 m adults are now 62% mobile only 62% Multi-platform Source: Comscore MMX Multi-Platform, Sept 2018, UK Adults 18+ 11 MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps Multi-Platform usage by age and gender 55+ are least likely to be Multi-Platform Unique Viewers by Platform by Age & Gender 18+ 7% 30% 62% 18-24 2% 31% 67% 25-34 3% 34% 63% 35-44 6% 31% 63% 45-54 5% 29% 66% 55+ are more likely to be ‘Desktop Only’ 55+ 15% 28% 57% Males: 18+ 8% 27% 66% Females are more likely to Females: 18+ 7% 34% 59% be ‘Mobile Only’ Desktop-Only UV Mobile-Only UV Multi-Platform Source: Comscore MMX Multi-Platform, Sept UK Adults 18+ 12 MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps Multi-Platform usage by social grade Lower social grades are least likely to be multi-platform Unique Viewers by Platform by Age & Gender A - Upper Middle Class 18% 15% 67% B - Middle Class 22% 15% 63% C1 - Lower Middle Class 23% 26% 52% C2 - Skilled Working Class 12% 32% 57% D - Working Class 13% 39% 48% E - Those at Lowest Level of Subsistence 6% 53% 41% Desktop-Only UV Mobile-Only UV Multi-Platform Source: Comscore MMX Multi-Platform, Sep 2018, UK Adults 18+ 13 MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps Mobile Only Audience Unique Visitors by Age The ‘mobile only’ audience is split across all age ranges Mobile-Only UV (000) 18-24 Tablets drive up 55+ share 55+ 13% of the Mobile Online Audience 28% 25-34 Mobile ONLY 22% 45-54 18% 35-44 19% Source: Comscore MMX Multi-Platform, Sept 2018, UK Adults 18+ 14 MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps Top Properties: Total Digital Population Top 20 Properties by ‘Unique Visitors’ - Total Digital Population Google reaches 97% of the UK Online population Total Unique Visitors/Viewers (000s) = 48,988 Google Sites 47,507 Facebook 42,618 The top 5 properties BBC Sites 42,065 Microsoft Sites 40,994 all have online reach Amazon Sites 40,682 over 80% Reach Group* 36,672 Oath 32,707 eBay 32,052 Sky Sites 31,702 News UK Sites 29,567 Mail Online / Daily Mail 28,148 Apple Inc. 27,476 Twitter 26,314 Wikimedia Sites 25,242 TripAdvisor Inc. 25,101 PayPal 24,010 Independent & ES (ESi Media) 23,527 Snapchat, Inc 23,261 The Guardian 22,774 Telegraph Media Group 21,020 Source: Comscore MMX Multi-Platform, Sept 2018, Desktop age 6+, Mobile age 18+ 16 MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps The Ozone Project – How might it compare to Google and Facebook? Media Total Digital Population Total Unique Visitors (000) % Reach Google Sites 47,507 97.0 Facebook 42,618 87.0 Unduplicated (The Ozone Project*) 42,493 86.7 • Reach Group 36,672 74.9 • News UK Sites 29,567 60.4 • The Guardian 22,774 46.5 • Telegraph Media Group 21,020 42.9 Source: Comscore MMX Multi-Platform, Sept 2018, Desktop age 6+, Mobile age 18+ MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps This data is an estimate for The Ozone Project based on running an ‘Audience Deduplication’ report for The Reach Group, News UK Sites, The Guardian and Telegraph Media properties. Actual data for the brand may differ once The Ozone Project is defined and included in the interface 17 Audience Breakdown of Top 5 Sites YouTube alone reaches more than all Facebook properties combined Total Unique Visitors (000) Google Sites 47,507 BBC Sites 42,065 BBC 40,477 Google 45,412 BBC News 30,781 YOUTUBE.COM 44,909 BBC IPlayer 12,589 Google Search 40,132 BBCGOODFOOD.COM 10,548 BBC Television 4,728 Google Maps 28,709 BBC Programmes 4,513 Google Gmail 26,535 BBC Radio 4,400 ANDROID.COM 20,253 Microsoft Sites 40,994 Blogger 8,148 MSN 36,223 Bing 23,992 Facebook 42,618 Microsoft 21,635 MSN Content Sites 19,299 Facebook And Messenger 41,910 Microsoft Office 13,145 FACEBOOK.COM 41,737 Outlook (Outlook.com) 12,694 INSTAGRAM.COM 26,000 Amazon Sites 40,682 MESSENGER.COM 23,691 Amazon 37,401 WhatsApp 22,114 IMDb 13,619 Source: Comscore MMX Multi-Platform, June 2018, Desktop age 6+, Mobile age 18+ MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps 18 Top 20 Properties by ‘Time Spent*’ – Total Digital Population Entertainment (games/music/TV) & social media sites drive minutes Total Mins (MM) – Total Market = 259,250 Google Sites 57,931 Facebook 36,694 Spotify 11,534 BBC Sites 7,002 Snapchat, Inc 6,234 Netflix Inc. 5,510 Oath 3,977 eBay 3,856 Properties in yellow rank in Microsoft Sites 3,841 Top 20 by minutes but not by Prodege 3,732 Unique Visitors. Amazon Sites 3,435 Sky Sites 2,365 Peak Games 2,129 Twitter 1,896 Zynga 1,786 Apple Inc. 1,680 Activision Blizzard 1,484 Mail Online / Daily Mail 1,374 SOUNDCLOUD.COM 1,146 ROBLOX.COM 1,141 Source: Comscore MMX Multi-Platform, Sept 2018, Desktop age 6+, Mobile age 18+ 19 MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps Share of Adults’ Time Online by Platform for Top 10 ‘Time Spent’ Properties Mobile devices account for over 90% of time spent on Spotify & Snapchat Share Of Minutes Google Sites 51% 21% 28% Snapchat & Spotify have the Facebook 84% 2% 14% greatest share of time on mobile devices Spotify 90% 10% BBC Sites 54% 34% 12% BBC, Google & Netflix have highest Tablet share out of top Snapchat, Inc 96% 4% 10 Netflix Inc.
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