For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents UK Digital Market Overview March 2015 Data Your monthly snapshot of digital audience trends If you have any questions, please contact: Taanya Manglik, comScore – [email protected] Scott Fleming, UKOM – [email protected]
UK Digital Market Overview March 2015
Jul 18, 2015
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For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
UK Digital Market Overview March 2015 Data
Your monthly snapshot of digital audience trends
If you have any questions, please contact:
Taanya Manglik, comScore – [email protected]
Scott Fleming, UKOM – [email protected]
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 2
Content UK DIGITAL MARKET OVERVIEW
A Guide to Data Sources 3
Top Multi-Platform Properties 4
Engagement on Top Properties 6
Top 10 Web Properties 7
Top 10 Mobile Properties 9
Top 10 Online Video Properties 11
DEMOGRAPHIC SNAPSHOT
Indexes for Selected Categories 13
Top Indexing Websites (from Top 100) 14
CATEGORY SNAPSHOT
Top 10 Multi-Platform Properties 16
METHODOLOGY
Methodology 18
About comScore 20
About UKOM 21
© comScore, Inc. Proprietary. 3 *Please note that we use the term mobile to refer to smartphone and tablet usage combined
**Video not yet included for mobile and tablet
Total Digital
Population =
Unduplicated
audience across
MMX, Mobile Metrix
and Video Metrix
BROWSING
VIDEO
MMX MOBILE METRIX*
VIDEO METRIX**
comScore MMX
Multi-Platform®
A Guide to Data Sources
© comScore, Inc. Proprietary. 4
Source: comScore MMX Multi-Platform, March 2015, UK, Desktop Age 6+, Mobile Age 18+
MMX Multi-Platform includes Desktop browsing, Desktop video streams, smartphone browsing & apps
(on-network only for untagged apps), tablet browsing & apps for tagged sites & apps.
Top 10 Properties Ranked by Total Digital Population (TDP) March TDP Reached 47.5m Users Across Desktop & Mobile Devices
BBC Overtakes Facebook to Become 2nd Most Popular Digital Property
45,988
40,608
40,576
37,119
36,712
32,421
31,415
28,121
27,437
27,339
Google Sites
BBC Sites
Microsoft Sites
Amazon Sites
Yahoo Sites
eBay
Mail Online / Daily Mail
Sky Sites
Apple Inc.
To
tal
Un
iqu
e V
isit
ors
(000)
© comScore, Inc. Proprietary. 5
Top 10 Properties Ranked by Total Digital Population (TDP) Google is Top Multi-Platform Destination While Apple, Mail Online and Sky See Largest Share of Mobile* Only Users
Source: comScore MMX Multi-Platform, March 2015, UK, Desktop Age 6+, Mobile Age 18+
*Mobile includes smartphone and tablet usage combined
28%
31%
23%
52%
32%
39%
32%
24%
22%
29%
66%
33%
55%
36%
33%
38%
37%
21%
19%
13%
5%
36%
21%
11%
35%
23%
31%
56%
59%
57%
Google Sites
BBC Sites
Microsoft Sites
Amazon Sites
Yahoo Sites
eBay
Mail Online
Sky Sites
Apple Inc.
Desktop Only Multi-Platform Mobile Only
© comScore, Inc. Proprietary. 6
Percent Share of Total Time Spent Online on Top 5 Properties
Facebook accounts for 20% of all Time Spent Online
Source: comScore MMX Multi-Platform, March 2015, UK, Desktop Age 6+, Mobile Age 18+
*Mobile includes smartphone and tablet usage combined
20%
13%
4% 3% 3%
Facebook Google Sites BBC Sites Apple Inc. Microsoft Sites
% Share of Total Time Spent Online Across Devices
© comScore, Inc. Proprietary. 7 Source: comScore MMX, March 2015, UK, Age 6+
Please note that MMX data accounts for PC browsing only
Top 10 Web Properties on Desktop
45.1m Brits Surfed the Web during March
39,832
32,385
29,448
24,692
24,163
23,434
21,590
17,985
12,316
12,112
Google Sites
Microsoft Sites
BBC Sites
Yahoo Sites
Amazon Sites
eBay
Wikimedia Foundation Sites
AOL, Inc.
Mode Media
To
tal U
niq
ue
Vis
ito
rs (
00
0)
© comScore, Inc. Proprietary. 8
We recently launched comScore Mobile Metrix® in the United Kingdom, bringing the next generation of mobile audience
measurement to the market. Mobile Metrix utilises comScore’s Unified Digital Measurement® (UDM) for smartphones and tablets,
combining passive on-device measurement via mobile panels with census-level data to provide detailed insights into mobile
media usage across apps and mobile browsing.
In compliance with UKOM standards, Mobile Metrix has received Development Endorsement from UKOM and is
undergoing a detailed industry review process in order to achieve full UKOM endorsement as soon as possible.
For more information, please see the links below:
Launch Press Release: comScore Introduces Mobile Metrix® in the UK to Measure Total Mobile Audience Behaviour Across
Smartphones and Tablets
Blog Post: From GSMA MMM to Mobile Metrix: The Evolution of UK Mobile Media Measurement
For more information, please contact us.
Introducing comScore Mobile Metrix
© comScore, Inc. Proprietary. 9
Source: comScore Mobile Metrix, March 2015, UK, Age 18+
Please note that ‘mobile’ includes smartphone and tablet usage combined
UKOM: Development Endorsement
Top 10 Mobile Properties
36.4m People Accessed Mobile Content via Browser and App
33,068
31,154
28,132
25,104
21,511
21,412
21,304
19,887
19,397
18,030
Google Sites
BBC Sites
Amazon Sites
Mail Online
eBay
Sky Sites
Yahoo Sites
Apple Inc.
Trinity MirrorGroup
To
tal
Un
iqu
e V
isit
ors
(0
00
)
© comScore, Inc. Proprietary. 10
Top 10 Mobile Properties Broken Out by Smartphone and Tablet Usage
Apple and BBC have Biggest Tablet Only Audience in the Top 10
Source: comScore Mobile Metrix, Browser and Application Access, March 2015, UK, Age 18+
UKOM: Development Endorsement
71%
69%
59%
67%
74%
68%
72%
73%
50%
77%
17%
17%
19%
15%
11%
13%
11%
10%
18%
8%
12%
14%
23%
18%
16%
19%
17%
17%
32%
15%
Google Sites
BBC Sites
Amazon Sites
Mail Online
eBay
Sky Sites
Yahoo Sites
Apple Inc.
Trinity Mirror Group
Smartphone Only Smartphone and Tablet Tablet Only
© comScore, Inc. Proprietary. 11 Source: comScore Video Metrix, March 2015, UK, Age 6+
Top 10 Online Video Properties via Desktop Access
37m Video Viewers; YouTube Helps Propel Google Sites to Top Online Video Destination
32,285
21,487
10,784
9,335
8,868
7,468
7,253
6,711
6,299
4,284
Google Sites
VEVO
Vimeo
Maker Studios Inc.
Warner Music
Fullscreen
BBC Sites
Yahoo Sites
Machinima Entertainment
To
tal
Un
iqu
e V
iew
ers
(000)
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 12
DEMOGRAPHIC SNAPSHOT
© comScore, Inc. Proprietary. 13
Source: comScore MMX Multi-Platform, March 2015, UK
*Composition Index = % of Online Visitors by Demographic Segment/% of
Total Internet Users from the Demo Segment x 100; Index of 100 indicates
average representation
Top Categories Females and Males are Most Likely to Visit
Retail Categories Score Highly with Females
143
126
123
122
122
Retail: Fragrances/ Cosmetics
Retail: Flowers/ Gifts/ Greetings
Retail: Jewelry/ Luxury Goods/Accessories
Lifestyles: Pets
Career Services & Development: JobSearch
Ind
ex o
f 1
00
= A
ve
rag
e I
nte
rne
t A
ud
ien
ce
Index* for Females: Likelihood Compared to Total Internet Audience
125
122
120
118
118
Retail: Music
Games: Gaming Information
Lifestyles: Personals
Sports
News/Information: Politics
Ind
ex o
f 1
00
= A
ve
rag
e I
nte
rne
t A
ud
ien
ce
Index* for Males: Likelihood Compared to Total Internet Audience
© comScore, Inc. Proprietary. 14
Source: comScore MMX Multi-Platform, March 2015, UK
*Composition Index = % of Online Visitors by Demographic Segment/% of
Total Internet Users from the Demo Segment x 100; Index of 100 indicates
average representation.
Top Online Properties Females Most Likely to Visit Retail Properties like Next, M&S and ASOS Show Highest Skews Amongst Females
138
133
132
132
131
126
125
124
122
122
121
119
NEXT Group
Marks&Spencer
ASOS Plc
SheKnows Media
Shop Direct Group
PINTEREST.COM
John Lewis Partnership
Wal-Mart
NHS Sites
Groupon
BUZZFEED.COM
WebMD Health
Ind
ex
of
10
0 =
Ave
rag
e I
nte
rnet
Au
die
nce
Index* for Females vs. Online Average
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 15
CATEGORY SNAPSHOT
© comScore, Inc. Proprietary. 16 Source: comScore MMX Multi-Platform, March 2015, UK, Desktop Age 6+, Mobile Age 18+
*Mobile includes smartphone and tablet usage combined
Top 10 Retail Sites Ranked by Total Digital Population (TDP)
Retail audiences shifting to Mobile access
32%
32%
27%
35%
40%
35%
40%
53%
18%
54%
33%
37%
10%
19%
17%
13%
13%
10%
4%
11%
35%
31%
63%
46%
43%
52%
48%
37%
78%
35%
Amazon Sites
eBay
Apple.com Worldwide Sites
Tesco Stores
Home Retail Group
Wal-Mart
Shop Direct Group
John Lewis Partnership
Samsung Group
Dixons Retail Plc.
Desktop Only Multi-Platform Mobile Only
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 17
METHODOLOGY
© comScore, Inc. Proprietary. 18
Methodology and Definitions
This report utilises data from the comScore suite of UKOM approved products, namely comScore MMX, comScore Video Metrix and comScore MMX Multi-Platform, as well as comScore
Mobile Metrix which is pending UKOM approval.
comScore MMX Multi-Platform®
comScore MMX Multi-Platform ® offers comprehensive reporting on more than 300,000 digital media entities, including their unduplicated audience size, demographic composition,
engagement, performance within key user segments and behavioral trends. All of these metrics are measured across multiple digital media platforms, including desktop computers,
smartphones and tablets, and content delivery vehicles, including websites, videos and apps. These platforms are unified using both panel- and census-based methods to deliver a holistic
view of media companies’ total digital populations. For more information, please visit: http://www.comscore.com/Products/Audience-Analytics/Media-Metrix-Multi-Platform
comScore MMX ®
The comScore MMX ® suite of syndicated products sets the standard for digital audience measurement and media planning. It is powered by Unified Digital Measurement™, the
measurement approach that bridges panel-based and website server-based metrics to account for browsing on PC. MMX delivers the accurate suite of audience metrics, providing valuable
demographic measures, such as age, gender, household income and household size. MMX reports on more than 35,000 UK properties. For more information please visit:
http://www.comscore.com/Products/Audience_Analytics/MMX
comScore Mobile Metrix ®
comScore Mobile Metrix ® captures total mobile audience behaviour on browsers and apps across smartphones and tablets. With Mobile Metrix, publishers can demonstrate the value of
their mobile audiences, while agencies and advertisers can strategically plan and buy digital advertising on mobile platforms to achieve their campaign objectives. For more information,
please visit: www.comscore.com/Products/Audience-Analytics/Mobile-Metrix2
comScore Video Metrix ®
comScore Video Metrix ® provides transparent, end-to-end video measurement and uses robust duration measurement to reveal engaged time spent viewing online video, along with the
unique ability to separate advertising and content. For more information, please visit: http://www.comscore.com/Products/Audience_Analytics/Video_Metrix
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 19
comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer
behaviour that enable clients to maximise the value of their digital investments.
A preferred source of digital audience measurement, comScore offers a variety of on-demand software and custom services within its four analytics
pillars: Audience Analytics, Advertising Analytics and Digital Business Analytics. By leveraging a world-class technology infrastructure, the comScore
Census Network™ (CCN) captures trillions of digital interactions a month to power big data analytics on a global scale for its more than 2,000 clients,
which include leading companies such as AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN, France Telecom, Financial Times, Fox,
LinkedIn, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Universal McCann, Verizon, ViaMichelin and Yahoo!.
ABOUT COMSCORE
STAY CONNECTED
www.facebook.com/comscoreinc
www.twitter.com/comScoreEMEA
www.linkedin.com/company/comscore-inc
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 20
UKOM’s objective is to set and oversee the delivery of a credible industry standard for digital audience measurement. That means quantifying
audiences in terms of people, not browsers or machines.
UKOM’s governance structure involves all sides of the industry, to ensure that comScore services meet our collective needs fully and fairly.
The whole UK media industry is involved in setting and overseeing UKOM standards through its Technical and Commercial Committees, and the
UKOM Board.
UKOM and comScore work to an agreed process for product approval, from agreeing concepts, to approved data publication, and continuous
assessment.
Find out more at: http://www.ukom.uk.net/
ABOUT UKOM
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
If you have any questions, please contact:
Taanya Manglik, comScore – [email protected]
Scott Fleming, UKOM – [email protected]
For more insights into the current state of the digital landscape, please visit:
www.comscore.com/Insights
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