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4.1 Internet and web-based content
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4.1 Internet and web-based content...2005 Q1 2006 Q1 2007 Q1 2008 Q1 2009 Q1 2010 Q1 2011 Q1 2012 Q1 Internet PC / laptop Total broadband Fixed broadband Mobile data user Internet

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Page 1: 4.1 Internet and web-based content...2005 Q1 2006 Q1 2007 Q1 2008 Q1 2009 Q1 2010 Q1 2011 Q1 2012 Q1 Internet PC / laptop Total broadband Fixed broadband Mobile data user Internet

4.1 Internet and web-based content

Page 2: 4.1 Internet and web-based content...2005 Q1 2006 Q1 2007 Q1 2008 Q1 2009 Q1 2010 Q1 2011 Q1 2012 Q1 Internet PC / laptop Total broadband Fixed broadband Mobile data user Internet

4.1 Key market developments

Page 3: 4.1 Internet and web-based content...2005 Q1 2006 Q1 2007 Q1 2008 Q1 2009 Q1 2010 Q1 2011 Q1 2012 Q1 Internet PC / laptop Total broadband Fixed broadband Mobile data user Internet

Figure 4.1

UK internet and web-based content market

2007 2008 2009 2010 2011 2012

1PC/laptop take-up (%) 71 72 74 76 78 79

1Internet take-up (%) 64 67 73 75 77 80

1Total broadband take-up (%) 52 58 68 71 74 761Fixed broadband take-up (%) n/a n/a 68 71 67 72

1Mobile broadband take-up (%) n/a n/a 12 15 17 13

1Internet on mobile-phone take-up (%) n/a n/a 20 21 32 39

1Social networking online take-up (%) n/a 20 30 40 46 52

2Internet advertising expenditure (£) 2.8bn 3.4bn 3.5bn 4.1bn 4.8bn n/a

2Mobile advertising revenue (£) n/a 29m 38m 83m 203m n/a

2

UK internet and web-based content market: key statistics

Source: 1Ofcom consumer research, Q1 each year, 2Internet Advertising Bureau/PwC

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39 41 3766 60

43

11

4630

53 51 55

32 3854

69

4958

92 92 92 98 98 97

8095

88

0%

20%

40%

60%

80%

100%

UK Male Female 16-24 25-34 35-54 55+ ABC1 C2DEProp

ortio

n of

UK

adul

ts (%

)

Smartphone Non-smartphone Total mobile

Source: Ofcom Tecnology tracker, Jan/Feb 2012QD2. Do you personally use a mobile phones? /QD4 Do you personally use a smartphone?Base: Total UK Adults aged 16+ (n = 3772 unweighted total)

3

Figure 4.2Take-up of mobile phones and smartphones, UK adults

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4

16 23

1719

1316

2220

31 22

0%

20%

40%

60%

80%

100%

2011 2012

Smar

tpho

ne u

sers

(%)

Strongly disagreeSlightly disagreeNeither/nor

Slightly agree

Strongly agree

Source: Ofcom omnibus research, March 2011/2012Q.15c Please tell me how much you agree or disagree with each of the following statement: My phone is more important to me for accessing the internet than any other device?2012 Base: Total GB adults who use a Smartphone (n = 654)/ Total 2011 GB adults who use a smartphone (n = 474).

Figure 4.3Importance of smartphones for internet access

Net agreement 33% 42%“My phone is more important to me for accessing the internet than any other device”

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41 37

35 37

24 25

0%

20%

40%

60%

80%

100%

2012 2011

Smar

tpho

ne u

sers

(%)

Low

Moderate

High

5

Source: Ofcom omnibus research, March 2012/2011Q14 Choose a number between 1 and 10, where 1 represents ‘I’m not at all addicted to my mobile phone’ and 10 represents ‘I’m completely addicted to my mobile phone’. Low is 1, 2, 3; moderate: 4, 5, 6, and high: 7, 8, 9, 10.2012 Base: Total GB adults who use a Smartphone (n = 654)/ Total 2011 GB adults who use a smartphone (n = 474).

Figure 4.4

Net agreement 5.6 5.5

Smartphone ‘addiction’

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6

681312

1716

2131

182326

4225

3551

4437

92

142223

3037

4344

4949

51565758

616868

7196

0% 20% 40% 60% 80% 100%

Using voice activated servicesWatching TV programmes/film

TweetingChecking in to a place

Accessing sports newsWatching video clips

Accessing general newsInstant Messaging (IM)

Picture messaging (MMS)Maps/GPS

Playing gamesSocial networking

Downloading appsListening to music

EmailInternet surfing

Taking photos/videoAny

Smartphone users (%)

Used regularly

Ever used

Source: Ofcom omnibus research, March 2012Q.5 Which, if any, of the following functions or activities have you ever used your smartphone for ? Q.6 Which of them do you use your smartphonefor regularly ? Total GB adults who use a smartphone (n = 654)

Figure 4.5Activities conducted on a smartphone by GB adults

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7

2628

3232

34343535353637

3943

4751

0% 20% 40% 60%

Internet surfing on PC/laptopWatching TV on PC/laptop

Listening to musicAccessing sports news on PC/laptop

Emailing/uploading photographsAccessing news on TV/radio

Accessing sports news on PC/laptopEmail from a PC/laptopReading a newspaper

Maps/GPS on laptop/sat navSocial networking from a PC/laptop

Accessing general news from a PC/laptopTaking photos/video using a camera

Instant Messaging (IM) from PC/laptopWatching video clips on PC/laptop

Smartphone users (%)Source: Ofcom omnibus research, March 2012Q.7 For each activity, please tell m whether you do more, less or the same amount on other devices since you have had your Smartphone ? Base: All GB adults with a smartphone who have ever conducted the activity on their smartphone (all base over n = 75 shown)

Figure 4.6Activities conducted less on other devices since getting a smartphone

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8

12 13 13 14 21 25 27 30 31 35 3922 2031 25

24

42 45 34 3535

3964 67

55 60 53

33 27 36 3428

216

0%

20%

40%

60%

80%

100%

Taking photos

Picture messaging

(MMS)

Instant Messaging

(IM)

Maps/GPS Listening to music

Downloading apps

Email Social networking

Watching short video

clips

Playing games

Browsing the internet

Prop

ortio

n of

sm

artp

hone

and

tabl

et

owne

rs (%

)

Tablet more than smartphone About the same Smartphone more than tablet Don't know

Source: Ofcom omnibus research, March 2011Q8 You mentioned earlier you have a tablet, which of the following activities do you use your tablet more or less for compared to your Smartphone?Base: All GB adults with a smartphone and tablet who have ever conducted the activity on their smartphone (all base over n = 75 shown)

Figure 4.7Principal device for selected activities among smartphone and tablet owners

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9

Source: Ofcom omnibus research, March 2012Q.8b Which, if any of the following activities have you ever done on your Smartphone while out shopping ? Base: Total GB adults who use a smartphone (n = 654)

Figure 4.8

57

11

13

19

19

21

25

31

0% 20% 40% 60%

Any

Searched for coupons or deals online

Used phone to redeem a mobile coupon

Researched product features online

Read product reviews online

Scanned a bar code to get more product info

Compared a price to a price online

Took a picture of the product

Smartphone users (%)

Activities conducted on smartphone while out shopping

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2,016 2,813 3,350 3,541 4,098 4,7843,905

4,016 3,922 3,5254,083 4,159

6,5236,439 5,713

4,3864,306 3,945

2,322 2,171 2,0401,686

1,712 1,729

16,333 17,081 16,589

14,50415,684 16,102

0

5,000

10,000

15,000

2006 2007 2008 2009 2010 2011

CinemaRadioOutdoorDirect MailPressTelevisionInternet

10

Figure 4.9UK advertising expenditure, by category 2006 – 2011

Advertising expenditure (£000)

Source: AA/Warc Expenditure ReportNotes: All figures are nominal; CAGR = compound annual growth

Internet share of total advertising expenditure12% 16% 20% 24% 26% 30%

CAGR5yr 1yr

2% -7%

-2% 2%

-1% 1%

-6% 1%

-10% -8%

1% 2%

19% 17%

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Figure 4.10

11

41

5258

68 71 74 76

0

30

60

90

0

15

30

45

Hou

seho

ld ta

ke-u

p (%

)

Shar

e of

tota

l adv

ertis

ing

(%) /

Ac

tive

digi

tal m

edia

uni

vers

e (m

illio

ns)

Internet advertising share Internet users Broadband Penetration

816

24 26

1220

30

2005 2006 2007 2008 2009 2010 2011

Internet advertising share, active internet users, and broadband penetration: 2005-2011

Source: Internet Advertising Bureau, Nielsen Work and Home Panel, OfcomNote: Broadband household take-up figures are from Q1 of each year (2006-2012).

Page 13: 4.1 Internet and web-based content...2005 Q1 2006 Q1 2007 Q1 2008 Q1 2009 Q1 2010 Q1 2011 Q1 2012 Q1 Internet PC / laptop Total broadband Fixed broadband Mobile data user Internet

Figure 4.11

12

Internet advertising, by type: 2008 - 2011

Source: IAB/ PwC Adspend 2008-2011Note: *Like for like growth of the total market **Like for like 2011 growth was 14%

637 709 945 1,128

1,987 2,1482,346

2,767715 667

751785

3,350 3,5414,097

4,784

0

2000

4000

6000

2008 2009 2010 2011

OtherClassifiedSearchDisplay

£ millions Year on Year Growth6% 16% 17%**

2011Growth

89%

5%*

18%*

13%*

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Figure 4.12

13

0

30

60

90

120

00:00:00

00:30:00

01:00:00

01:30:00

02:00:00

Rev

enue

£ m

illio

ns

Tim

e (h

h:m

m:s

s)

Video Advertising Revenue Time per person on movie/video sites

1228

54

109

2008 2009 2010 2011

Video display advertising revenue and time spend on film/video sites: 2008 - 2011

Source: Internet Advertising Bureau, Nielsen Work and Home Panel inc. applications.Note: Time accounts for total time on sites of this category and not time spent viewing video content. Movie/video sites is a collection of more than 400 sites including YouTube, BBC iPlayer, Dailymotion, LOVEFiLM.com, Channel 4oD, ITV Player, Yahoo! Movies, blinkbox, Sky Go, Netflix, and Vimeo.

2012

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Figure 4.13

14

Demographic profile of video advertisement viewers

Source: comScore Video MetrixNote: Percent of Total Time Spent: % of Time Spent Watching Ad Videos by Demographic Segment / % of Total Internet Population from the Demo Segment x 100. Percent of Total Time Spent does not sum to 100% since not all ages groups are shown.

54% 56%

46% 44%

23% 26%

21% 20%19% 15%17% 20%19% 13%

0%

20%

40%

60%

80%

100%

Unique Views Percent of Total Time Spent

Unique Views Percent of Total Time Spent

Gender Age

55+45-5435-4425-3415-24FemalesMales

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Figure 4.14

15

Mobile advertising revenues, and smartphone and mobile internet take-up

Source: Mobile Advertising Revenues: IAB/PWC, Ofcom: take-up of internet on mobile phone and of smartphonesNote: Take-up figures are from Q1 of the following year.

29 38

83

203

20 21

32

39

26 27

39

0

10

20

30

40

50

0

50

100

150

200

250

2008 2009 2010 2011

UK

adul

t tak

e-up

(%)

Rev

enue

(£ m

illio

ns)

Mobile Advertising Revenues Internet on mobile phone take-upSmartphone take-up

Page 17: 4.1 Internet and web-based content...2005 Q1 2006 Q1 2007 Q1 2008 Q1 2009 Q1 2010 Q1 2011 Q1 2012 Q1 Internet PC / laptop Total broadband Fixed broadband Mobile data user Internet

Figure 4.15

16

Search and display share of mobile advertising revenues: 2008 - 2011

Source: IAB/PWC.

50 5466 66

50 4634 34

0%

20%

40%

60%

80%

100%

2008 2009 2010 2011

Rev

enue

(%

) Display

Search

Page 18: 4.1 Internet and web-based content...2005 Q1 2006 Q1 2007 Q1 2008 Q1 2009 Q1 2010 Q1 2011 Q1 2012 Q1 Internet PC / laptop Total broadband Fixed broadband Mobile data user Internet

Figure 4.16

17

Mobile display advertising revenues, by type and location: 2008 - 2011

Source: IAB/PWC.

84 86

9 116

54

46

0%

20%

40%

60%

80%

100%

2010 2011 2011Location

Rev

enue

(%)

Browser Ads

App Ads

Video

Tenancies

SMS, MMS, and otherBanners and text links

Page 19: 4.1 Internet and web-based content...2005 Q1 2006 Q1 2007 Q1 2008 Q1 2009 Q1 2010 Q1 2011 Q1 2012 Q1 Internet PC / laptop Total broadband Fixed broadband Mobile data user Internet

4.2 Internet and devices

Page 20: 4.1 Internet and web-based content...2005 Q1 2006 Q1 2007 Q1 2008 Q1 2009 Q1 2010 Q1 2011 Q1 2012 Q1 Internet PC / laptop Total broadband Fixed broadband Mobile data user Internet

Figure 4.17

60 60 64 6773 75

7780

68 67 71 72 74 76 77 79

3141

5258

68 7174 76

65 6567 72

27 3038

42

20 2132

39

12 15 17 130

20

40

60

80

100

2005 Q1 2006 Q1 2007 Q1 2008 Q1 2009 Q1 2010 Q1 2011 Q1 2012 Q1

Internet

PC / laptop

Total broadbandFixed broadbandMobile data userInternet on mobileMobile broadband

19

Household PC and internet take-up, 2005-2012

QE1: Does your household have a PC or laptop computer? / QE2: Do you or does anyone in your household have access to the Internet/Worldwide Web at HOME (via any device, e.g. PC, mobile phone etc)? / QE6: Which of these methods does your household use to connect to the Internet at home?Source: Ofcom technology tracker, Q1 2012Base: All adults aged 16+ (n=3772)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.

Proportion of adults (%)

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Figure 4.18

34 41 4457 52

66 7585

52 5357

6165 65 67

72

0%

20%

40%

60%

80%

0%

20%

40%

60%

80%

100%

Q1 2007 Q3 2007 Q1 2008 Q3 2008 Q1 2009 Q1 2010 Q1 2011 Q1 2012

Currently use wireless router*

Fixed broadband penetration**

Source: Ofcom research, Quarter 1 2012Base: Wireless router take-up - adults aged 16+ with a broadband connection at home (* from 2009 this is based on fixed broadband connections only). Fixed broadband penetration based on all adults aged 16+ (** prior to 2009 this is total broadband penetration).

Use of wireless router versus broadband take-up, 2007 - 2012

Wireless router take-up Fixed broadband take-up

20

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21

Figure 4.19

Source: Ofcom research, Quarter 1 2012Base: Adults aged 16+ n = 2258Note: IP-enabled devices include laptop, games console, desktop PC, smartphone, portable games console, internet enabled STB (Sky+, Sky+ HD, V+ and V+ HD set top boxes), e-reader, tablet, netbook, and smart TV. *E-reader take-up stated here is household while elsewhere in the report we state figures by individual take-up.

Ownership of internet-enabled devices

6152

44 41 3932

14 11 7 50

20

40

60

80

Laptop Games console

Desktop PC

Internet enabled

STB

Smartphone Portable games console

E-reader* Tablet Netbook Smart TV

Hou

seho

ld p

enet

ratio

n (%

)

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22

Figure 4.20

Source: Ofcom research, Quarter 1 2012Base: Adults aged 16+, AB n = 822,, C1 n= 1085, C2 n=765, DE n=1098

The proportion of each social group owning internet-enabled devices

75

5156 52

31 34

23 1911 9 5

67

5549 46

36 32

16 12 10 8 7

58 57

39 37 36 34

12 8 105 5

44 46

30 3326

20

6 4 83 4

0

20

40

60

80

Laptop Games Console

PC Smart-phone

Portable Games Console

Sky+ E-reader Tablet V+ Netbook Smart TV

AB C1 C2 DEProportion of social group (%)

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23

Figure 4.21

Source: Ofcom research, Quarter 1 2012Base: Adults aged 16+

Internet-enabled devices, by social group

76 74 72 65 65 64 63 61 59 58 56

24 26 28 35 35 36 37 39 41 42 44

0%

20%

40%

60%

80%

100%

Tablet E-reader Netbook PC Smart-phone

Smart TV

Laptop Sky+ V+ Portable Games Console

GamesConsole

ABC1 C2DEProportion of device owners (%)

Page 25: 4.1 Internet and web-based content...2005 Q1 2006 Q1 2007 Q1 2008 Q1 2009 Q1 2010 Q1 2011 Q1 2012 Q1 Internet PC / laptop Total broadband Fixed broadband Mobile data user Internet

Figure 4.22

24

76%72%

45%

11%8% 6%

91%

84%

70%

20%16%

6%

88%84%

67%

18%

9% 11%

89%85%

59%

14% 12% 10%

81%78%

39%

10% 8%5%

69% 68%

26%

4% 5% 3%

30% 29%

7%1% 1% 1%

0%

20%

40%

60%

80%

100%

ANY OF THESE PC or laptop at home

Mobile phone Games console/ player

Portable media player

Tablet computer

All aged 16+ 16-24 25-34 35-44 45-54 55-64 65+

Devices used to visit internet websites in 2011, by age

IN1/ IN2- Do you or does anyone in your household have access to the internet at home through a computer, laptop or notebook? And do you personally use the internet at home?/ Do you have and use any of the items shown on this card to access the internet or to visit internet websites? (Prompted responses, single coded)Base: All adults aged 16+ (1823 aged 16+, 225 aged 16-24, 252 aged 25-34, 294 aged 35-44, 228 aged 45-54, 281 aged 55-64, 543 aged 65+). Significance testing shows any difference between any age group and all adults aged 16+Source: Ofcom research fieldwork carried out by Saville Rossiter Base in September to October 2011

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25

Figure 4.23

Source: Ofcom research, Quarter 1 2012Base: Adults aged 16+ n = 2258Note: IP-enabled devices include laptop, games console, desktop PC, smartphone, portable games console, internet enabled STB (Sky+, Sky+ HD, V+ and V+ HD set top boxes), e-reader, tablet, netbook, and smart TV.

Number of different internet-enabled devices per household

15 1415 16

1412

8

42 1 0.1

0

25

50

75

100

0

5

10

15

20

None One Two Three Four Five Six Seven Eight Nine Ten

Prop

ortio

n of

hou

seho

lds(

%)

n number of different devices

Own n no. of devicesOwn at least n no. of devices

Prop

ortio

n of

hou

seho

lds

(%)

100 85 72 56 40 27 15 7 3 1.1 0.1Own at least n no. of devices

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26

Figure 4.24

Source: Ofcom research, Quarter 1 2012Base: Adults aged 16+ that own at least one IP enabled device n = 1927 (one device, n=307; two devices, n=348; three devices, n=364; four devices n=309; five devices n=263; six devices n=187, seven devices n=86)Note: IP-enabled devices include laptop, games console, desktop PC, smartphone, portable games console, IP enabled STB (Sky+, Sky+ HD, V+ and V+ HD set top boxes), e-reader, tablet, netbook, and smart TV.

Device ownership, by number of different internet-enabled devices in household

0%

20%

40%

60%

80%

100%

1 2 3 4 5 6 7

Prop

ortio

n of

hou

seho

lds

that

ow

n de

vice

Number of different internet-enabled devices in household

LaptopSmartphoneGames consoleDesktop PCPortable games consoleInternet enabled STBE-readerTabletNetbooksSmart TV

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27

Figure 4.25

Home internet access, by age, socio-economic group and gender

7584 86 87

69

51

23

8982

73

57

77 737785 88 87

73

55

26

9183

77

57

78 768090 90 88

75

64

27

9286

78

63

81 78

0

20

40

60

80

100

UK 16-24 25-34 35-54 55-64 65-74 75+ AB C1 C2 DE Male Female

2010 2011 2012Home internet access (%)

QE2: Do you or does anyone in your household have access to the internet/ Worldwide Web at home?Source: Ofcom technology tracker, Q1 2012.Base: All adults 16+ (n = 3772 UK, 483 16-24, 608 25-34, 1295 35-54, 596 55-64, 447 65-74, 341 75+, 822 AB, 1085 C1, 765 C2, 1098 DE, 1804 male, 1968 female)

Age Socio-economic group Gender

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28

Figure 4.26Laptop and desktop computer online audience vs. broadband take-up: 2004 – 2011

Source: Nielsen UKOM, internet users aged 2+, home and work panels, applications included. Ofcom technology tracker, Q1 2012.Base: Total broadband penetration - all adults aged 16+ (n=3772)Note: The online audience is an individual aged 2+ that has used an internet enabled home or non shared work computer to go online at least once in the month. * Due to a change in methodology figures prior to October 2006 should be treated with caution.

24.5 24.1 26.3 29.8 32.2 35.6 38.0 39.0 39.7

0

20

40

60

80

100

0

10

20

30

40

50

Jan-

04M

ay-0

4Se

p-04

Jan-

05M

ay-0

5Se

p-05

Jan-

06M

ay-0

6Se

p-06

Jan-

07M

ay-0

7Se

p-07

Jan-

08M

ay-0

8Se

p-08

Jan-

09M

ay-0

9Se

p-09

Jan-

10M

ay-1

0Se

p-10

Jan-

11M

ay-1

1Se

p-11

Jan-

12 Prop

ortio

n of

hou

seho

lds

(%)

Activ

e di

gita

l med

ia u

nive

rse

(mill

ions

)

Online Audience Total Broadband Take-up

-1.7% 9.1% NA* 8.4% 10.3% 6.7% 2.8% 1.6%YoY Growth

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29

Figure 4.27Active internet users and time online on a laptop or desktop computer: 2004 – 2011

Source: Nielsen UKOM, internet users aged 2+, home and work panels, applications included. Ofcom technology tracker, Q1 2012.Base: Total broadband penetration - all adults aged 16+ (n=3772)Note: The online audience is an individual aged 2+ that has used an internet enabled home or non shared work computer to go online at least once in the month. Online time per person is the average time spent using a web browser or internet enabled application across the online audience. * Due to a change in methodology figures prior to October 2006 should be treated with caution.

0

6

12

18

24

30

0

10

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Jan-

04M

ay-0

4Se

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Jan-

05M

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ay-0

6Se

p-06

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07M

ay-0

7Se

p-07

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ay-0

8Se

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09M

ay-0

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Jan-

10M

ay-1

0Se

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Jan-

11M

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Jan-

12

Tim

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line

(hou

rs)

Activ

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gita

l med

ia u

nive

rse

(mill

ions

)

Online Audience Online Time Per Person

Jan 201224.6

Jan 200411.9

Nov 200928.7

Year 2004 2005 2006 2007 2008 2009 2010 2011Average (hrs)

11.1 12.5 NA* 17.6 18.7 23.9 23.0 23.5

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30

4.5

15.8

34.1 33.8

27.523.7 21.8

4.2

14.5

26.3 25.6 24.2 24.320.5

0

10

20

30

40

2 - 11 12-17 18 - 24 25 - 34 35 - 49 50 - 64 65+

Male Female

Average time spent on the internet on a laptop or desktop, by age and gender

Source: UKOM/Nielsen, March 2012, Home and Work Panel, applications included

Figure 4.28

Average monthly hours online per internet user

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31

Figure 4.29

Time spent online on a laptop or desktop computer, by region

26.0 25.9 25.5 24.2 23.9 23.7 23.5 23.5 22.3 21.4 21.2 21.1 20.0

0

10

20

30Time per person (hrs)

Source: UKOM/Nielsen, home and work panel, applications included. Month of March 2012. Regions based on ISBA regions. Internet users aged 2+

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32

Figure 4.30Online audience and domains visited per person on laptop and desktop computers: 2004 - 2011

Source: Nielsen UKOM, internet users aged 2+, home and work panels, applications included. Ofcom technology tracker, Q1 2012.Note: The online audience is an individual aged 2+ that has used an internet enabled home or non shared work computer to go online at least once in the month. Due to a change in methodology figures prior to October 2006 should be treated with caution.

0

20

40

60

80

100

0

10

20

30

40

50

Jan-

04M

ay-0

4Se

p-04

Jan-

05M

ay-0

5Se

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Jan-

06M

ay-0

6Se

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Jan-

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7Se

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8Se

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Jan-

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ay-0

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Jan-

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/Dom

ains

per

per

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Activ

e di

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(mill

ions

)

Online Audience Domains Visited per Person

Jan 200471

Jan 201282

Nov 201098

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65 70 73 76 79

65 5 4 4

8 34 3 2

21 22 17 17 15

0%

20%

40%

60%

80%

100%

2008 2009 2010 2011 2012

Don't intend to get

Don't know if will get

Likely to get in next 12 months

Internet connection at home

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?Base: All adults aged 16+ (5812 aged 16+ in 2008, 6090 aged 16+ in 2009, 9013 aged 16+ in 2010, 3474 aged 16+ in 2011, 3772 aged 16+ in 2012, 483 aged 16-24, 608 aged 25-34, 713 aged 35-44, 582 aged 45-54, 596 aged 55-64, 447 aged 65-74, 341 aged 75+, 822 AB, 1085 C1, 765 C2, 1098 DE), 1804 male, 1968 female). Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in January to February 2012

Average monthly hours online per internet user

Figure 4.31Internet take up and intentions: 2008 - 2011

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7781

6176

8592

2764

7584

908888

43

64

4

2

24

366

22

33

11

52

2

222

1714

3016

106

6633

2010

644

FemaleMale

DEC2C1AB

75+65-7455-6445-5435-4425-3416-24

Internet connection at home Likely to get in next 12 months Don't know if will get Don't intend to get

Figure 4.32Internet take-up and intentions, by demographic group

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?Base: All adults aged 16+ (5812 aged 16+ in 2008, 6090 aged 16+ in 2009, 9013 aged 16+ in 2010, 3474 aged 16+ in 2011, 3772 aged 16+ in 2012, 483 aged 16-24, 608 aged 25-34, 713 aged 35-44, 582 aged 45-54, 596 aged 55-64, 447 aged 65-74, 341 aged 75+, 822 AB, 1085 C1, 765 C2, 1098 DE), 1804 male, 1968 female). Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in January to February 2012

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2007

2009

2005

2010

2011

35

82

187 2 2

82

21 152 1

72

3123

11 6 2

78

3526

176 2

78

3020 14 8

1

Interest (e.g. Not

interested in the internet, wouldn’t

use it)

Cost(e.g. I can’t afford a computer, it’s too

expensive)

IN17/ IN18– Can you tell me what your reasons are for not getting internet access at home? (Unprompted responses, multi-coded)/ And what is your main reason for not getting internet access at home? (Unprompted responses, single coded)Base: All adults aged 16+ who do not intend to get internet access at home (930 in 2005, 743 in 2007, 410 in 2009, 478 in 2010, 328 in 2011). Significance testing shows any change between 2010 and 2011. Percentages may add to more than 100% as respondents can nominate more than one reason. Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in September to October 2011

Ownership/ availability

(e.g. I don’t have a computer)

Knowledge(e.g. Don’t know

how to use a computer)

Concerns(e.g. Worried

about security/ ID theft)

Access elsewhere

(e.g. Can use the internet at work/

elsewhere)

NA NA

2007

2009

2005

2010

2011

2007

2009

2005

2010

2011

2007

2009

2005

2010

2011

2007

2009

2005

2010

2011

2007

2009

2005

2010

2011

Main Reason 201166% 16% 7% 4% 4% 1%

Figure 4.33Stated reasons for not intending to get home internet access in the next 12 months: 2005, 2007, 2009, 2010 and 2011

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36

914

1081112

1013121215

131316

1215

19141618

8378

8285

838183

818182

798181

7980

7976

7978

78

77876

876765664

864

764

20112011201120102009201120102009201120102009201120102009201120102009201120102009

Interested Not interested Don't know

IN10A-M –I’m going to read out some different types of tasks associated with the internet, PCs or laptops, and for each one please say which of the options on the card applies to you. (Prompted responses, single coded)Base: Adults aged 16+ who do not use the internet at home or elsewhere (542 in 2009, 628 in 2010, 454 in 2011) – significance testing shows any change between 2010 and 2011Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in September to October 2011

Figure 4.34Interest in internet functions among non-users: 2009 - 2011

Use e-mail to contact friends and relatives

Transfer photos from a digital camera or mobile phone to a computer

Buy things over the internet

Find out about local services such as cinemas and restaurants

Find out information from your local government or local council such as health services, recycling, local libraries

Complete government processes online (e.g. register for tax credits, renew driving licence, car tax or passport, complete tax return)Look at information on hobbies or interestsWatch online or download TV programmes or films (e.g. BBC iPlayer, 4OD, ITV player, Sky Player etc)

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4.3 Web-based content

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38

QE5. Which, if any, of these do you or members of your household use the internet for whilst at home?Source: Ofcom research, Quarter 1 2012Base: Adults aged 16+ with a broadband connection at home (n= 2726 UK)

5

10

12

10

22

26

14

21

26

16

29

31

35

42

55

49

41

78

79

97

5

9

8

11

10

12

25

19

14

25

15

16

22

19

9

15

33

10

10

2

10

19

20

21

32

38

39

40

40

41

44

47

57

62

64

64

74

88

89

99

0% 20% 40% 60% 80% 100%

Streamed audio services

Uploading/ adding content to internet

Listening to radio

Realtime gambling/auctions

Instant messaging

Finding/ downloading info for college

Find health information

Downloading music/films/video clips

Playing games

Using local council/ Government websites

Watching video clips/ webcasts

Finding/ downloading info for work

TV/ Video viewing

Finding/ downloading info for personal use

Using social networking sites

Banking

Purchasing goods/services

General surfing/browsing

Sending and receiving email

Any

Used in the past week Use less often

Increase Since Q1 2011(%-age points)

+/-0

+/-0

+2

+3

+2

+3

+2

+2

+3

+1

+1

+2

+3

+2

-2

+/-0

+1

+2

+3

Figure 4.35Claimed use of the internet for selected activities

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39

190.

4

72.7

51.7

43.3

37.7

35.6

34.0

33.1 23

.7

6.5

4.4

2.1

1.8 2.0

2.0

1.0

0.9

1.0

0

1

2

3

4

5

6

7

0

30

60

90

120

150

180

210

Member Communities

Online Games

Email Videos/Films

Classifieds/Auctions

Instant Messaging

General Interest

Portals & Communities

Search Mass Merchan

-diser

Total time (millions of hrs) Time per user (hrs)

Figure 4.36

Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, applications included, month of March 2012

Time spent on selected activities on desktop and laptop computers

Total time (millions of hrs) Time per user (hrs)

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40

Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, applications included, month of March 2012

31.2

5.1 4.9

25.7

6.24.0

20.8

9.67.4

18.5 17.1

7.3

15.6

10.16.5

0

10

20

30

40

Goo

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Sear

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Se

arch

Bing

Web

Face

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Twitt

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Link

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ube

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BBC

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ine

Unique audience (m)

Figure 4.37Leading sites in selected categories, by unique audience

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41

Figure 4.38Relative popularity of the top ten websites on desktop and laptop computers, by age group

Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, applications included, month of March 2012

Rank 2-17 18-24 25-34 35-49 50-64 65+

1 YouTube YouTube Microsoft eBay Amazon Amazon

2 Google MSN/WindowsLive/Bing

MSN/WindowsLive/Bing

BBC BBC Microsoft

3 Facebook Facebook Yahoo! Amazon Yahoo! BBC

4 BBC Wikipedia Facebook Wikipedia Microsoft Wikipedia

5 MSN/WindowsLive/Bing

Yahoo! YouTube Yahoo! eBay Yahoo!

6 Wikipedia Microsoft eBay MSN/WindowsLive/Bing

Google eBay

7 Yahoo! Google Google Google Wikipedia Google

8 eBay eBay Amazon Facebook Facebook Facebook

9 Microsoft BBC Wikipedia YouTube MSN/WindowsLive/Bing

YouTube

10 Amazon Amazon BBC Microsoft YouTube MSN/WindowsLive/Bing

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42

Figure 4.39

Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, month of March 2012

Most popular applications on desktop and laptop computers, by active reach

424242

30.8%28.1%

23.4%

18.8%

9.3%

5.4% 5.1% 4.8% 4.8% 4.7% 4.4% 4.4% 4.0% 3.8% 2.8%

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

0

5

10

15

20

25

30

35

Win

dow

s M

edia

Pl

ayer

Win

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Active reach (%) Time per user (hrs)

Active reach (%) Time per user (hrs)

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Figure 4.40

43

Most popular search, email and reference services offered by Google, Microsoft and Yahoo!

Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, applications included, month of March 2012

31.2

17.1

12.5 12.29.9 8.5 8.1 6.8 5.9 5.7 5.1 4.9

0

50

100

150

200

250

300

350

0

5

10

15

20

25

30

35

Goo

gle

Sear

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Goo

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Map

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Win

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Hot

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Web

Unique audience Page views per visitor

Unique audience (m) Page views per visitor

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Figure 4.41

44

Unique audiences of selected search engines on desktop and laptop computers: March 2011 to March 2012

Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, March 2011 to March 2012

0

10

20

30

40

Mar-11 May-11 Jul-11 Sep-11 Nov-11 Jan-12 Mar-12

Total Search

Google Search

Google Image SearchYahoo! Search

Bing Web

Unique Audience (m)

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Figure 4.42

45

Web browsers’ shares of total page views on desktop and laptop computers

Source: StatCounter, month of March 2012

38.9%

28.0%

19.8%

11.6%

0.9% 0.8%

Windows Internet ExplorerGoogle Chrome

Mozilla Firefox

Apple Safari

Opera

Other

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Figure 4.43

46

Web browsers’ shares of total page views on mobile devices

Source: StatCounter, month of March 2012

42.4%

29.7%

20.7%

3.4%0.8% 3.0%

Apple Safari

BlackBerry

Android

Opera

Windows Internet Explorer MobileOther

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47

30

50

46

35

13

3 1

35 36

29

19

28

31

40

61 61

48

20

7

3

46 46

39

30

39

42

46

69

64

54

28

12

5

53 52

46

33

45 47

50

78

64

60

31

16

3

57 57

48

39

48

52

0%

20%

40%

60%

80%

UK 15-24 25-34 35-54 55-64 65-74 75+ AB C1 C2 DE Male Female

Q1 2009 Q1 2010 Q1 2011 Q1 2012

QE12: Which, if any, of these do you or members of your household use the internet for while at home?Source: Ofcom technology tracker, Q1 2012Base: All adults aged 16+ (n = 5812 Q1 2008, 1581 Q3 2008, 6090 Q1 2009, 9013 Q1 2010, 3474 Q1 2011, 3772 Q1 2012)

Proportion of adults who access social networking sites on the internet at home: Q1 2009 to Q1 2012

Figure 4.44

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Figure 4.45

48

Unique audiences of selected social networking sites on desktop and laptop computers: March 2011 to March 2012

Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, March 2011 to March 2012

0

5

10

15

20

25

30

Mar-11 May-11 Jul-11 Sep-11 Nov-11 Jan-12 Mar-12

Facebook

Twitter

LinkedIn

Myspace

Friends Reunited

Unique audience (m)

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Figure 4.46

49

Time spent, per visitor per month, on selected social networking sites, on desktop and laptop computers: March 2011 to March 2012

Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, March 2011 to March 2012

0

1

2

3

4

5

6

7

8

Mar-11 May-11 Jul-11 Sep-11 Nov-11 Jan-12 Mar-12

Facebook

Twitter

LinkedIn

Myspace

Friends Reunited

Google+

Time per visitor (hrs)

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Figure 4.47

50

Overlapping and unduplicated audiences of selected social networking sites on desktop and laptop computers

Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, month of March 2012

0.4m 0.6m 0.2m 0.1m

25.7m 5.8m 3.4m 2.3m 0.5m

0%

20%

40%

60%

80%

100%

Facebook Twitter LinkedIn Google+ Friends Reunited

On FacebookOff Facebook

Proportion of unique audience (%)

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Figure 4.48

51

Selected sites ranked by proportion of referred traffic generated through referrals from Facebook

Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, month of March 2012

23.7%

11.2%

6.7%3.8% 3.6% 3.3%

0%

5%

10%

15%

20%

25%

YouTube BBC eBay Twitter Wikipedia Amazon

Proportion of referrals from Facebook (%)

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Figure 4.49

52

Unique audiences of selected video-sharing sites on desktop and laptop computers: March 2011 to March 2012

Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, March 2011 to March 2012

0

5

10

15

20

25

30

Mar-11 May-11 Jul-11 Sep-11 Nov-11 Jan-12 Mar-12

Total Videos / MoviesYouTube

Google Video

MSN Video

Dailymotion

Bing Videos

Metacafe

Vimeo

Yahoo! Video

Unique audience (m)

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Figure 4.50

53

Time spent, per visitor per month, on selected video-sharing sites, on desktop and laptop computers: March 2011 to March 2012

Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, March 2011 to March 2012

0.00

0.50

1.00

1.50

2.00

Mar-11 May-11 Jul-11 Sep-11 Nov-11 Jan-12 Mar-12

Total Videos / MoviesYouTube

Dailymotion

Bing Videos

Metacafe

MSN Video

Yahoo! Video

Google Video

Vimeo

Time per visitor (hrs)

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Figure 4.51

54

Top platforms for video content, by number of videos watched

Source: ComScore Video Metrix, month of January 2012

3,660

177107 76

45 44 37 3418 15

1

10

100

1000

10000

YouTube VEVO Perform Sports

BBC Sites

Facebook Viacom Digital

Microsoft Sites

Yahoo! Sites

Amazon Sites

Vimeo

Number of videos watched (m)

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Figure 4.52

55

Total time spent watching videos online, split by gender and age

Source: ComScore Video Metrix, month of January 2012

74.7%

24.3%

Male

Female

25.0%

26.0%

16.0%

14.7%

15-2425-3435-4455+

AgeGender

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Figure 4.53

56

UK retail sales, split by e-commerce and high street: February 2010, February 2011 and February 2012

Source: Office of National Statistics, Retail Sales Statistical Bulletin, February 2010, February 2011 and February 2012

£21.1bn £21.9bn £22.0bn

£1.8bn £2.0bn £2.6bn

0

10

20

30

February 2010 February 2011 February 2012

High Street E-CommerceRetail sales (£billions)

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Figure 4.54

57

Unique audiences of leading shopping sites on desktop and laptop computers: March 2010 to March 2012

Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, applications included, March 2011 to March 2012

0

5

10

15

20

25

Mar-10 Jul-10 Nov-10 Mar-11 Jul-11 Nov-11 Mar-12

Amazon

eBay

Tesco

Argos

ASDA

Marks & Spencer

Groupon

Unique audience (m)

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Figure 4.55

58

Most popular coupons and rewards sites on desktop and laptop computers, by active reach: March 2011 and March 2012

Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, applications included, month of March 2012

18.7

9.4

3.9 2.9 2.1 2.9 3.0 2.2 2.51.1

10.3

5.83.6 3.5 3.1 2.8 2.7 2.7 2.7 2.6

0

5

10

15

20

Groupon Nectar VoucherCodes.co.uk

HotUKDeals

LivingSocial

KGB Deals Tesco Clubcard

TopCashBack

Quidco Webloyalty.com

Mar-11 Mar-12Active reach (%)

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Figure 4.56

59

Most popular news sites on desktop and laptop computers in the UK

Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, applications included, month of March 2012

10.1

6.55.1 4.8 4.2

2.7 2.6 2.5 2.1 1.9 1.5 1.4

0

4

8

12

BBC

New

s

Mai

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ine

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site

s

The

Sun

New

sque

st

Med

ia G

roup

Huf

fingt

onPo

st

The

Inde

pend

ent

MSN

New

s N

etw

ork

Sky

New

s

Goo

gle

New

s

Unique audience (m)

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60

945

360

133203

282

298360

78

1,227

658493

281

46 38 140

200

400

600

800

1,000

1,200

1,400

BBC News Guardian Online

MailOnline Telegraph Online

Independent Sky News Financial Times

Facebook Twitter

Links to stories (000s)

Number of stories from selected news sites shared on Facebook and Twitter

Figure 4.57

Source: Rippla, month of March 2012

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Figure 4.58

61

Year-on-year changes in headline circulation of print versions and unique audiences of online versions of selected newspapers: March 2011 and March 2012

Source (1): Audit Bureau of Circulations, March 2011 and March 2012Source (2): UKOM/Nielsen home and work panel, desktop and laptop computers only, March 2011 to March 2012

-4.3%

-16.8%-8.0% -7.2%

-44.7%

-11.7%-16.3%

+18.2%

+6.3% +6.7% +3.8%0.0%

-53.3%

-12.5%

-60

-40

-20

0

20

Mail Guardian Telegraph Sun Independent Times Financial Times

Print Online2011-2012 change (%)

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Figure 4.59

62

Overlapping audiences of selected news sites on desktop and laptop computers

Source: UKOM/Nielsen home and work panel, desktop and laptop computers only, month of March 2012

BBC News10.1m

Mail6.5m

Guardian5.1m

Telegraph4.8m

Sun2.7m

Independent2.1m

Times0.7m

Overlap with BBC News 56.5% 63.0% 60.9% 55.3% 64.2% 63.7%

Overlap withMail 36.3% 47.7% 52.3% 54.6% 53.9% 53.6%

Overlap with Guardian 32.1% 37.7% 48.5% 39.1% 58.7% 55.6%

Overlap with Telegraph 28.7% 38.4% 45.0% 37.8% 52.6% 54.7%

Overlap with Sun 14.9% 22.9% 20.7% 21.6% 24.5% 29.2%

Overlap with Independent 13.3% 17.4% 23.9% 23.1% 18.8% 34.2%

Overlap with Times 4.6% 6.0% 7.8% 8.3% 7.8% 11.8%

█ 0-15% █ 16-30% █ 31-45% █ 46-60% █ 60-75%