UK Digital Market Overview June 2013

8/10/2019 UK Digital Market Overview June 2013

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comScore, Inc. Proprietary.

UK Digital Market Overview

Your mo nthly sn apshot of dig i ta l audience trends

If you have any questions, please contact:

Ayaan [email protected]

Scott [email protected]
mailto:[email protected]:[email protected]:[email protected]:[email protected]


2/22

comScore, Inc. Proprietary. 2

Executive Summary

Britons surfing the web via PC remained strong at 44.6m unique users, with video consumption

growing slightly month on month. On-network mobile browsing was the story in April with an overall

month on month increase of almost 3% to 28m with daily visitors increasing 10% to almost 11m.

This months demographic spotlight is on high income households. To a degree, usage reflected what

was happening in the UK at large:

The political category indexed as the most visited content type for the group. Local elections driving

visitation to BBC News Politics, Guardian Politics, HuffPost Politics and AboutMyVote.co.uk in particular.

Broader interest in the economy was also reflected with a strong showing for Economist.com

Interest in family matters was demonstrated with Education-Information being the second most visited

category, with About.com Education, TES.co.uk and UCAS.com all ranking highly within that sector.Gaming sites such as Valve and community sites such as CraveOnline also reflect the wide scope of

interest within these high income internet users and why its important for media planners to consider all

aspects of this groups usage to extend online campaign touch point opportunities.

Food Retailing is our Multi-Platform spotlight this month and, whilst it is unsurprising to find the major

supermarkets dominate, the extent to which on-network mobile browsing adds to their total audience is;

Tesco added 1.1m unique users to their audience via mobile, reflecting the advantages of offering aservice convenient to the user

Just-Eat achieved a top five position, further demonstrating the increasing usage of mobile in all aspects

of consumers lives and the growing value of convenience when it comes to food.

UMG swapped places with VEVO to become the top UK YouTube partner channel, whilst IODA dropped

out of the top 10 ranking, being replaced by The Orchard.


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Content

UK DIGITAL MARKET OVERVIEW

Top 10 Web Properties 5

Top 10 Online Video Properties 6

Top 10 Mobile Properties 7

DEMOGRAPHIC SNAPSHOT: HH INCOME GROUP 50K+

Top 10 Categories 9

Top 10 Websites 10

MULTI-PLATFORM AND MOBILE

Mobile Spotlight 12

Incremental Audience via Mobile in Retail-Food Category 13

ONLINE VIDEO HIGHLIGHTS

Top 10 YouTube Partner Channels 15

Methodology 16

About comScore 20

About UKOM 21


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UKDIGITAL MARKET OVERVIEW


5/22

comScore, Inc. Proprietary. 5Source: comScore MMX, April 2013, UK, Age 6+

*Please note that MMX data accounts for PC browsing only

Top 10 Web Properties on PC44.6 Million Brits Surfed the Web During the Month, 34.6 Million Average Daily Visitors

40,023

33,174

30,167

24,919

24,462

23,581

22,454

21,369

20,755

17,027

Google Sites

Microsoft Sites

Facebook

Yahoo! Sites

Amazon Sites

BBC Sites

eBay

Wikimedia Foundation Sites

Glam Media (Incl. Mail Online)

Apple Inc.

TotalUniqueVis

itors(000)

Apr-13


6/22

comScore, Inc. Proprietary. 6Source: comScore Video Metrix, April 2013, UK, 6+* Please note that this ranking is for content videos and excludes ad videos and

untagged DRM (digital rights management) content is not currently included

Top 10 Online Content Video Properties36.7 Million Video Viewers During the Month, 17.7 Million Average Daily Viewers

31,531

20,603

15,668

10,855

10,694

9,616

7,514

5,405

5,173

4,638

Google Sites

Amazon Sites (Incl. AmazonWeb Services)

Facebook

VEVO

Viacom Digital

BBC Sites

Collective Video

Vimeo

AOL, Inc.

Yahoo! Sites

TotalUniqueViewers(000)

Apr-13


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Top 10 On-Network Mobile Properties28 Million On-Network Mobile Visitors via Browser, 10.8 Million Average Daily Visitors

17,143

9,122

6,465

5,560

5,432

4,794

3,948

3,909

3,372

3,007

Google Sites

Facebook

BBC Sites

Yahoo! Sites


Amazon Sites

Terra - Telefonica

Glam Media (Incl. Mail Online)

Microsoft Sites

Vodafone Group

TotalUniqueMobileVisitors(000)

Apr-13

Source: comScore GSMA MMM, April 2013, UK

*Please note that this data includes on-network browsing only


8/22

comScore, Inc. Proprietary. comScore, Inc. Proprietary.

DEMOGRAPHIC SNAPSHOT: HH INCOME 50K+


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comScore, Inc. Proprietary. 9Source: comScore MMX, April 2013, UK, 6+,

**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 Visited by Persons with Household Income of 50K+Politics & Education Information Popular Amongst High Income Households

134 131 130 130 129 128 127 126 123 122

0

20

40

60

80

100

120

140

160

Indexof100=

AverageInternetAudience Index* for High Income Households (50K+): Likelihood compared to Total Internet Audience


10/22

comScore, Inc. Proprietary. 10Source: comScore MMX, April 2013, UK 6+

**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 Sites Visited by Persons with Household Income of 50K+High Income Households are More Likely to Visit Valve Corporation & Wikia

159

156

149

148

148

148

145

141

139

138

Valve Corporation

Wikia Sites

CraveOnline (Evolve Media LLC.)

Tumblr.com

Future Publishing Limited

Federated Media Publishing

Spotify

Dictionary.com Network

ToneMedia

Wikihow.com

Index* for High Income Households (50K+): Likelihood compared to Total Internet Audience


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MULTI-PLATFORM AND MOBILE


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comScore, Inc. Proprietary. 12Source: comScore GSMA MMM, April 2013, UK

*Please note that this data includes on-network browsing via app and browser

Top 10 On-Network Mobile Properties Ranked by % ReachBrowser & App Access Combined, Google Sites Reach 66% of UK Mobile Users

66%

38%

34%

30%

21%

21%

19%

16%

15%

14%

Google Sites

Apple Inc.

Facebook

BBC Sites

Amazon Sites

Yahoo! Sites


Microsoft Sites

Terra - Telefonica

eBay % Reach


13/22

comScore, Inc. Proprietary. 13Source: comScore MMX Multi-Platform, April 2013, UK, 6+

*Please note MMX Multi-Platform includes PC browsing, PC video streams,

on-network mobile browsing usage

Multi-Platform Usage in the UK Retail-Food CategoryJust-Eat Group Extends Reach by 14% When Accounting for Mobile

9,801

5,381

3,271

1,9241,887

8,664

4,844

3,050

1,809 1,651

1,852

731308 166 319

1,137 537 220 115 236

Tesco Stores ASDA.co.uk Sainsburys Asda Groceries Just-Eat Group

Total Digital Population (000)PC (Web & Video) Unique Visitors/Viewers (000)Total On-Network Mobile Browsing Unique Visitors (000)Exclusive On-Network Mobile Browsing Unique Visitors (000)

Incremental Audience (%) via

On-Network Mobile Browsing

+13%

+11%

+7%

+6% +14%


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ONLINE VIDEOHIGHLIGHTS


15/22

comScore, Inc. Proprietary. 15Source: comScore Video Metrix, April 2013, UK, 6+

*Please note this data includes content videos only

Top 10 YouTube Partner Channels Ranked by Unique ViewersUMG Overtakes VEVO To Become Most Popular UK YouTube Partner Channel

10,932

10,775

10,530

9,700

7,317

7,293

6,744

6,482

5,920

5,511

UMG @ YouTube

VEVO @ YouTube

SonyBMG @ YouTube

Warner Music @ YouTube

FullScreen @ YouTube

Outrigger Media - EMI @ YouTube

The Orchard @ YouTube

Maker Studios Inc. @ YouTube

ZEFR @ YouTube

Base79 @ YouTubeTotal Unique Viewers


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METHODOLOGY


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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 GSMA Mobile

Media Metrics (MMM) which is pending UKOM approval.

comScore MMX Multi-Platform

This syndicated audience measurement service reports on digital media

usage across platformscomputer (laptops, desktops), mobile (feature

phones and smartphones), and video. MMX Multi-Platform measurement

in the UK includes PC browsing, PC video streams and on-network

mobile usage. It currently excludes mobile apps, off-network mobile

usage, mobile video and tablet usage but these will be added throughout

the course of 2013. MMX Multi-Platform incorporates comScore MMX,comScore Video Metrix and comScore GSMA MMM.

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 most 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
http://www.comscore.com/Products/Audience_Analytics/MMXhttp://www.comscore.com/Products/Audience_Analytics/MMX


18/22



comScore GSMA Mobile Media Metrics (MMM)

GSMA Mobile Media Metrics (MMM) is a partnership between theGSM Association (GSMA), comScore, and the UKs 4 mobileoperators: O2, Vodafone, EverythingEverywhere and 3UK. GSMA

MMM aligns the power of connected mobile data with Wi-Fi activityand demographics to unveil the most powerful view of the who, thewhat and the where of mobile web via a secure, industry-auditedprocess.

The mobile network operators provide irreversibly anonymised census-level data for mobile internet usage. Demographic data is ascribedonto the unique persistent ID for each anonymous user in the operatordata. Wi-Fi usage, not seen in the mobile network traffic, is captured inserver-side logs of media owners and overlaid onto the operator datato create the most comprehensive view of connected mobile activity inthe UK.

For more information, please visit:http://www.comscore.com/Products_Services/Product_Index/GSMA_Mobile_Media_Metrics_MMM

comScore Video Metrix

comScore Video Metrix provides transparent, end-to-end video

measurement and uses robust duration measurement to revealengaged time spent viewing online video, along with the unique abilityto separate advertising and content.

For more information, please visit:http://www.comscore.com/Products/Audience_Analytics/Video_Metrix
http://www.comscore.com/Products_Services/Product_Index/GSMA_Mobile_Media_Metrics_MMMhttp://www.comscore.com/Products_Services/Product_Index/GSMA_Mobile_Media_Metrics_MMMhttp://www.comscore.com/Products/Audience_Analytics/Video_Metrixhttp://www.comscore.com/Products/Audience_Analytics/Video_Metrixhttp://www.comscore.com/Products/Audience_Analytics/Video_Metrixhttp://www.comscore.com/Products_Services/Product_Index/GSMA_Mobile_Media_Metrics_MMMhttp://www.comscore.com/Products_Services/Product_Index/GSMA_Mobile_Media_Metrics_MMM


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Census Informed Targets (CIT)

With January 2013 UK data, comScore enhanced its panelist weighting

methodology to leverage insights gained from the comScore Census

Network, through a technique called Census Informed Targets (CIT).This was introduced as part of the UKOM commitment to control for

behavioural bias in the panel and ensure that comScorespanel is a

better representation of UK online behaviours.

With CIT, the consumption intensity controls will now be based on Page

Views as opposed to duration; this is because tag informed Page Views

(or more accurately, census tag hits) is a metric that can be observed

both in the census data, and in the panel.

Due to this methodology change, caution should be taken when makingyear to year trend comparisons.


20/22


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, Digital

Business Analytics and Mobile Operator 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

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UKOMs 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.

UKOMs 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

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STAY CONNECTED
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22/22


If you have any questions, please contact:

Ayaan [email protected]

Scott [email protected]

For more information, please visit:

www.comscore.com

http://www.ukom.uk.net
mailto:[email protected]:[email protected]://www.comscore.com/http://www.ukom.uk.net/http://www.ukom.uk.net/http://www.ukom.uk.net/http://www.comscore.com/mailto:[email protected]:[email protected]

Documents

UK Digital Market Overview June 2013