The UK Online Audience · For Mobile App Data, the entities selected are: BBC iPlayer, Netflix,...

The UK

Online Audience

Julie Forey

IAB Research Breakfast

May 2019

UKOM Website: www.ukom.uk.net

1. Video Streaming

UKOM Insights: Video Streaming

5

BBC iPlayer and Netflix

Usage on PCs and Mobile Devices Jan-18 to Jan-19

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

Unique Visitors (000s)

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

Total Minutes (MM)

Source: Comscore MMX Multi-Platform, Jan 2018-Jan 2019, UK, Adults 18+. Comscore MMX Multi-Platform data includes PCs (desktops, laptops and notebooks) and Mobile devices (smartphones and tablets). Entities selected are: Netflix Inc (Property) and BBC IPlayer (Media Title).

6

BBC iPlayer, ITV and Netflix

Usage on PCs and Mobile Devices Jan-18 to Jan-19

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

Unique Visitors (000s)

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

Total Minutes (MM)

Source: Comscore MMX Multi-Platform, Jan 2018-Jan 2019, UK, Adults 18+. Comscore MMX Multi-Platform data includes PCs (desktops, laptops and notebooks) and Mobile devices (smartphones and tablets). Entities selected are: ITV.com (Property), Netflix Inc (Property) and BBC IPlayer (Media Title).

*ITV includes all ITV related sites and apps including ITV News as well as its on demand service, ITV Hub.

* *

7

Video Streaming Mobile Apps

Unique Visitors and Total Minutes: Jan-18 to Jan-19

Total Unique Visitors (000) Total Minutes (MM)

Jan-18 Jan-19 % Change Jan-18 Jan-19 % Change

7,138 8,579 20 1,343 1,554 16

5,785 8,215 42 1,623 2,686 65

2,007 2,890 44 161 465 189

2,370 2,802 18 351 473 35

Source: Comscore Mobile Metrix, Jan 18 and Jan 19 data, UK, Age 18+Please note that ‘mobile’ includes smartphone and tablet usage combined

For Mobile App Data, the entities selected are: BBC iPlayer, Netflix, Amazon Prime Video and ITV Hub.

Mobile Apps

UKOM Insights: Video Streaming

2. XXX Adult Sites

UKOM Insights: UK Online Porn Age Checks

“The introduction of age-verification to restrict access to commercial pornographic

websites to adults is a ground-breaking child protection

measure. Age-verification will help prevent children from

accessing pornographic content online and means the

UK is leading the way in internet safety”

Dave Austin, BBFC CEO

11

XXX Adult Sites Key Stats: March 2019

Source: Comscore Mobile Metrix, March 2019 , UK, 13+ Online

• 26.8m monthly visitors

• 57% reach (13+ online)

• 259 ave. mins per month

• 2% of ALL Time Online

• 6.9 billion mins/month

65

63

31

17

14

7

4

4

3

2

2

1

Entertainment

Social Media

Games

News/Information

Retail

XXX Adult

Financial Services

Sports

Gambling

Travel

Health

Automotive

Total Minutes (Billions) by Category March 2019, 13+, UK

12

XXX Adult SitesReach is higher among Males and Younger Audiences

Source: Comscore Mobile Metrix, March 2019 , UK, 13+ Online

56.8

78.3

34.5

12.6

80.675.8

63.055.9

42.7

13+ Males: 13+ Females:13+

13-17 18-24 25-34 35-44 45-54 55+

% Reach by Age and Gender

13

XXX Adult SitesReach is higher among Males and Younger Audiences

Source: Comscore Mobile Metrix, March 2019 , UK, 13 + Online

16.7

94.8 93.285.5 83.0

70.2

8.6

65.758.2

39.9

28.1

13.3

13-17 18-24 25-34 35-44 45-54 55+

% Reach by Age and Gender

Males Females

UKOM Insights: Property Porn

property pornn a genre of escapist TV programmes, magazine features, etc, showing desirable properties for sale, esp those in idyllic rural locations, or in need of renovation, or bothCollins English Dictionary.

15

Porn v Property: Males and FemalesProperty beats Porn for 25+ Women

95 9386 83

70

31

51 54 53 51

18-24 25-34 35-44 45-54 55+

Males: XXX Adult v Property Reach %

6658

40

28

13

55

8783 80

55

18-24 25-34 35-44 45-54 55+

Females: XXX Adult v Property Reach %

XXX Adult Property (Real Estate)

Source: Comscore Mobile Metrix, March 2019 , UK, 13+ Online

3. Diet & Exercise Tracker Apps

17

Diet & Exercise/Fitness Tracker AppsMobile App Usage: March 2019

Source: Comscore Mobile Metrix, Dec 2018 & March 2019 , UK, Adults 18+ Online

• 5.9m monthly visitors

• 15.2% of all app users

• 143 ave. mins per month

3 6

25

78

Unique Visitors Total Minutes

% Change Dec 18 to Mar 19

All Apps Health - Diet & Exercise/Fitness Tracker Apps

18

Diet & Fitness Tracker Apps: Reach by DemographicsReach is higher among 25-54 females

Source: Comscore Mobile Metrix, Mar 2019, UK, Adults 18+ Online

15.213.5

16.417.817.8

11.3 10.610.3 9.611.0

12.210.3

19.8

16.9

23.124.4

23.0

12.514.3

17.0 17.8

20.7

16.7

11.511.7

7.0

Reach by Demographics (% of All App Users): Mar 2019%

19

Top 5 Fitness Tracker Mobile Apps by Unique Visitors

Source: Comscore Mobile Metrix, March 2019, UK, Adults 18+ Online

Total Unique Visitors (000)

Dec-2018

Mar-2019

% Change

Health - Diet & Exercise/Fitness Tracker 4,714 5,912 25

1 Fitbit 1,830 2,192 20

2 Calorie Counter & Diet Tracker by MyFitnessPal 866 1,401 62

3 Strava Running and Cycling 529 694 31

4 Google Fit 477 533 12

5 Garmin Connect 333 376 13

UKOM Digital Market Overview

DMO Q1 2019 Report due this week.

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