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The UK
Online Audience
Julie Forey
IAB Research Breakfast
Oct 2019
UKOM Insights: Fashion Retailers 2019
UKOM Insights: Fashion Retailers 2019
6
Apparel Retail Category: Reach by DemographicsReach is much higher among females
60.4
68.3 68.964.6 62.6
48.243.5
51.347.9
43.8 44.137.2
78.1
86.090.0
86.381.5
60.1
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
100.0
18+ 18-24 25-34 35-44 45-54 55+
Total Digital Population Males Females
%
Source: Comscore MMX Multi-Platform, July 2019, UK Adults 18+
7
Multi-Platform usage: Apparel Category v Internet TotalApparel Retail Category has LOW Multi-Platform usage
7%
5%
16%
47%
35%
73%
46%
60%
11%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Total Retail 18+
Total Internet 18+
Retail - Apparel 18+
Desktop-Only UV Mobile-Only UV Multi-Platform UV
Unique Visitor % Split by Platform – July 2019
Source: Comscore MMX Multi-Platform, July 2019, UK Adults 18+
8
Share of Time by Platform and Access: Apparel Category v Internet TotalMobile Browser share is High for Apparel Retail Category
28%
22%
33%
15%
11%
38%
57%
67%
29%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Total Retail 18+
Total Internet 18+
Retail - Apparel 18+
Desktop Mobile Web Mobile App
Online Minutes % Split by Platform – July 2019
Source: Comscore MMX Multi-Platform, July 2019, UK Adults 18+
9
Top Mobile Apps by Unique Visitors: Apparel Retail CategoryApps within the category have low reach
Total
Unique
Visitors
(000)
% Reach
Among
Digital
Population
% Reach
Among
Mobile App
Users
• Total Internet Mobile App Audience 39,058 88.2 100.0
• Retail Mobile Apps 33,622 75.9 88.6
• Retail – Apparel Mobile Apps 5,456 12.3 14.0
• ASOS 977 2.2 2.5
• Depop 796 1.8 2.0
• H&M 737 1.7 1.9
• Next 582 1.3 1.5
• SHEIN Shopping 573 1.3 1.5
• Boohoo 349 0.8 0.9
• PrettyLittleThing 343 0.8 0.9
• Missguided 186 0.4 0.5
• River Island 185 0.4 0.5
• New Look Fashion 185 0.4 0.5
76% of the UK Digital population
use a Retail Mobile App but only 12%
use a Retail APPAREL App
Source: Comscore MMX Multi-Platform, July 2019, UK Adults 18+
* Excludes Nike, JD Sports and Adidas
10
Top Properties by Unique Visitors: Retail Apparel* Category
Total Unique Visitors (000)
% Reach Among Digital
PopulationYr-on-Yr % change
• Retail – Apparel 26,768 60.4 -4
• NEXT Group 5,920 13.4 -10
• ASOS Plc 4,156 9.4 -3
• BOOHOO 3,229 7.3 26
• Arcadia Group Limited 2,780 6.3 -13
• JDWILLIAMS 2,739 6.2 12
• H&M 2,671 6.0 6
• New Look Retailers 2,665 6.0 -18
• She In Group 2,412 5.4 N/A
• PRETTYLITTLETHING 1,778 4.0 -2
• MandMDirect Sites 1,754 4.0 12
• SIMPLYBE 1,466 3.3 -1
• RIVERISLAND 1,414 3.2 -13
• MISSGUIDED 1,258 2.8 -32
• EVERYTHING5POUNDS 1,240 2.8 -4
• INDITEX Group 1,178 2.7 3
• DEPOP 1,135 2.6 67
Source: Comscore MMX Multi-Platform, July 2019, UK Adults 18+
* Excludes Nike, JD Sports and Adidas
12
Top Properties by Unique Visitors: Retail Apparel* Category
Total Unique Visitors (000)
% Reach Among Digital
PopulationYr-on-Yr % change
• Retail – Apparel 26,768 60.4 -4
• NEXT Group 5,920 13.4 -10
• ASOS Plc 4,156 9.4 -3
• BOOHOO 3,229 7.3 26
• Arcadia Group Limited 2,780 6.3 -13
• JDWILLIAMS 2,739 6.2 12
• H&M 2,671 6.0 6
• New Look Retailers 2,665 6.0 -18
• She In Group 2,412 5.4 N/A
• PRETTYLITTLETHING 1,778 4.0 -2
• MandMDirect Sites 1,754 4.0 12
• SIMPLYBE 1,466 3.3 -1
• RIVERISLAND 1,414 3.2 -13
• MISSGUIDED 1,258 2.8 -32
• EVERYTHING5POUNDS 1,240 2.8 -4
• INDITEX Group 1,178 2.7 3
• DEPOP 1,135 2.6 67
Source: Comscore MMX Multi-Platform, July 2019, UK Adults 18+
* Excludes Nike, JD Sports and Adidas
13
Missguided Unique visitors: Jan 2018 to July 2019Missguided visitor numbers peak in July 2018
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
MISSGUIDED
Source: Comscore MMX Multi-Platform, Jan 2018 - July 2019, UK Adults 18+
000s
15
Unique Visitors for Missguided and I Saw It First: Jan 18 to Jul 19
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
MISSGUIDED I SAW IT FIRST
Source: Comscore MMX Multi-Platform, Jan 2018 - July 2019, UK Adults 18+
000s
“And this Black Friday the retailer has teamed up with Jack Fincham
from Love Island to bring you #JackFriday and are giving you 50
per cent off site wide to boot”.
18
Top Properties by Unique Visitors: Apparel* Category
Total Unique Visitors (000)
% Reach Among Digital
PopulationYr-on-Yr % change
• Retail – Apparel 26,768 60.4 -4
• NEXT Group 5,920 13.4 -10
• ASOS Plc 4,156 9.4 -3
• BOOHOO 3,229 7.3 26
• Arcadia Group Limited 2,780 6.3 -13
• JDWILLIAMS 2,739 6.2 12
• HM.COM 2,671 6.0 6
• New Look Retailers 2,665 6.0 -18
• She In Group 2,412 5.4 N/A
• PRETTYLITTLETHING 1,778 4.0 -2
• MandMDirect Sites 1,754 4.0 12
• SIMPLYBE 1,466 3.3 -1
• RIVERISLAND 1,414 3.2 -13
• MISSGUIDED 1,258 2.8 -32
• EVERYTHING5POUNDS 1,240 2.8 -4
• INDITEX Group 1,178 2.7 3
• DEPOP 1,135 2.6 67
Source: Comscore MMX Multi-Platform, July 2019, UK Adults 18+
* Excludes Nike, JD Sports and Adidas
19
Depop Unique Visitors: Jan 2018 to July 2019
0
200
400
600
800
1,000
1,200
1,400
(000s)
Source: Comscore MMX Multi-Platform, Jan 2018 - July 2019, UK Adults 18+
UKOM Insights: Fashion Retailers 2019
22
Age Profile of Fashion Retail Online PropertiesTwo-Thirds of Depop’s audience are under 34
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
18-24 25-34
Source: Comscore MMX Multi-Platform, July 2019, UK Adults 18+
%
UKOM Insights: Fashion Retailers 2019
https://econsultancy.com/what-is-recommerce-why-growing-popularity/
