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 hard 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 cut back 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 online storage 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 content asI 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 content asI 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.