source: comscore mmx multi-platform and kids insights uk ... … · 181k. 265k. 171k. jan-2020....

PROMOTING CHOICE • SECURING STANDARDS • PREVENTING HARM

Effects of Covid-19 on online consumption in the UK

Source: Comscore MMX Multi-Platform and Kids Insights UKPublished: October 2020


2

Average time spent online in the UK has returned to pre lockdown levels for over 25s

Average time spent online by adult unique visitors per day November 2019 – August 2020 (hours:minutes): by age

Source: Comscore MMX Multi-Platform, Total Internet, Age: 18+, Nov 2019 - Aug 2020, UK

03:30

03:25 03:25

03:31

03:42

04:0203:54 03:52

03:3603:26

04:2104:17

04:1004:17

04:38

05:0304:54

05:01

04:42

04:29

04:0203:54 03:54 03:57

04:05

04:28 04:30 04:26

04:09

03:5503:48

03:41 03:39 03:4703:58

04:1504:09 04:08

03:4503:37

03:29

03:26 03:29

03:29

03:42

04:0003:52

03:4403:33

03:22

02:3902:34

02:3902:47

02:58

03:15

03:01 02:58

02:4702:42

Nov-2019 Dec-2019 Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20 Aug-20

18+

18-24

25-34

35-44

45-54

55+


3

Visits to the NHS Sites is beginning to slowly increase in the UK

Digital audience adult reach to selected COVID-19 information sites and apps : January – August 2020

Source: Comscore MMX Multi-Platform, Age: 18+, Jan – Aug 2020, UK

15.5m 15.3m

22.5m

18.1m

16.2m 16.1m 16.3m16.8m

180k1.2m

10.2m 10.1m

6.1m

4.4m 4.1m 3.9m

364k

1.3m

3.7m2.2m

1.5m 1.1m1.0m 894k

794k

1.1m

3.7m

1.5m 1.0m 1.0m1.1m 1.0m

January February March April May June July August

NHS Sites

Worldometers

World HealthOrganisation (WHO)

Centers of DiseaseControl (CDC)

Adults aged 18+ -


4

There is a steady increase in the number of adults in the UK visiting GOV.UK siteDigital audience adult reach to WWW.GOV.UK site: January – August 2020 by age


1.7m 1.8m 2.6m 2.m 1.8m 2.m 2.1m 2.3m

4.7m 4.5m6.2m

5.2m 5.1m 4.7m 5.4m 5.3m

4.3m 4.m

6.1m5.1m 4.9m 4.7m 5.1m

5.1m

4.m 3.7m

5.8m

4.9m 4.7m 4.6m4.9m 5.m

5.2m 5.1m

8.5m

6.8m 6.5m 6.5m6.9m 7.2m

January February March April May June July AugustYear: 2020

55+

45-54

35-44

25-34

18-24

Adults aged 18+ -

Total 19.9m 19.1m 29.2m 24.1m 22.9m 22.4m 24.3m 24.8m


5

Samsung’s news aggregator service Upday had 2 million more adult visitors in August 2020 in the UK compared to August 2019Digital audience adult reach to selected health sites and apps : January – August 2020

Source: Comscore MMX Multi-Platform, Age: 18+, Jan – Aug 2020, UKNote: *Custom list of entities defined by Ofcom.

12.7m 12.8m

14.7m13.9m 14.0m 13.7m 13.6m

13.0m

3.8m

8.0m8.2m 8.3m

10.0m 10.3m 10.3m10.5m

1.2m 1.1m 1.2m1.3m

1.1m 1.1m 1.1m 1.1m834k

752k 779k 803k630k 687k 622k 643k


Apple News App

Upday

Google News App

Flipboard

Adults aged 18+ -


6

Reach to social media sites appears to have stabilised in the UK over the last few months

Digital audience adult reach of selected social media sites and apps: January – August 2020 Adults aged 18+ -

42.6m 42.5m 42.4m 43.4m 43.6m 43.4m 43.6m 43.7m

28.4m 28.2m

29.9m 31.m 30.6m 30.2m30.7m 30.7m

27.4m 27.8m28.6m 28.7m

28.7m28.2m

28.m 27.6m

24.3m 23.7m26.6m 26.3m 25.5m 25.1m

23.4m 23.3m

15.5m15.1m 15.m

17.4m 18.6m 18.1m 17.4m 16.2m

11.8m11.3m 11.3m

11.4m 10.7m 10.6m 10.3m 10.5m

5.4m6.2m

9.m

12.9m 12.7m 11.8m 11.3m 11.8m

.2m .1m

4.6m 4.m2.1m 1.m .8m .8m


Year: 2020

Facebook andMessenger

WhatsApp

Instagram

Twitter

Pinterest

Snapchat

TikTok

Houseparty

Source: Comscore MMX Multi-Platform, Social Media, Age: 18+, Jan – August 2020, UKNote: *Custom list of entities defined by Ofcom.


7

In the UK, adult visitors spend the same amount of time per day (22mins) on TikTok as adult visitors spend on Facebook

Average minutes per day spent by adult visitors of selected social media sites and apps: January – August 2020 Adults aged 18+ -

24 24

28

31

2725

23 22

18

19 20 18

1311 11

9

15 1816

16

1719

2122

7 710 10 9 8 8

75 5 5 66 6

6

54 4 4

4 45

5 42

22 2

03 2 2 2

2 2 2January February March April May June July August

Year: 2020

Facebook andMessengerSnapchat

TikTok

WhatsApp

Instagram

Twitter

Pinterest

Houseparty

Source: Comscore MMX Multi-Platform, Social Media, Age: 18+, Jan - Aug 2020, UK.Note: *Custom list of entities defined by Ofcom.


8

Facebook owned services demographic profile in the UK

Facebook family of services: age demographic reach in August 2020

Source: Comscore MMX Multi-Platform, Age: 18+, Aug 2020, UK.

5.3m

8.5m

8.1m8.1m

13.8m

Facebook

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

5.1m

6.7m

5.3m

4.8m

5.8m

Instagram

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

3.9m

6.8m

6.1m

5.9m

8.m

Whatsapp

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


9

41% of online adults in the UK visited all three Facebook services in AugustDigital audience adult aged 18+ reach in August 2020 to Facebook owned sites and apps: by age


95%

72%

92%96%

77% 76%

97%

73%

63%

97%

70%

57%

96%

55%

40%

Facebook Whatsapp Instagram

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


10

92% of online 18-24 year olds visited Instagram (see previous slide)

Digital audience adult aged 18+ reach in August 2020 to Snapchat app and TikTok site and app: by age


65%

58%

39% 38%

21%

27%

14%

19%

4%

10%

Snapchat app TikTok

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


11

Photo editing apps known for being used for producing social media content had an increase in reach amongst adults in the UK during April and May 2020Digital audience adult reach to selected photo editing sites and apps : January – August 2020

Source: Comscore MMX Multi-Platform, Age: 18+, Jan – Aug 2020, UKNote: *Custom list of entities defined by Ofcom.

226k 218k

186k

317k 327k

280k

224k

251k

173k

179k

94k

155k172k

126k

179k 186k182k

131k149k

230k225k

181k

265k

171k

Jan-2020 Feb-2020 Mar-2020 Apr-2020 May-2020 Jun-2020 Jul-2020 Aug-2020

Facetune app

Snapseed (Mobile App)

VSCO

Adults aged 18+ -


12

Teens saying that they use TikTok has decreased in September perhaps impacted by return to school Social media sites used by 13-17 year olds

Source: Kids Insights UK. Age: 13-17. Question: Which of these sites and social networks do you use?

60%62%

67% 68%70% 70% 68%

46%

49%

57%59%

54%56% 58%

38%

42%46% 43% 44% 44%

37%39%43%

43%42% 42% 42%

42%

24%

34%

35% 37% 38% 38%32%

20%21%

31% 28%25%

27%27%

18% 20%

28% 25%19%

20%21%

March April May June July August September

YouTube

Instagram

Snapchat

Facebook

TikTok

Twitter

Pinterest


13

Time spent on YouTube by all adults in the UK continued to decrease during the summer

Average time spent on YouTube via desktop or mobile* by adult unique visitors per day: January 2020 – August 2020 (hours:minutes:seconds): by age

Source: Comscore MMX Multi-Platform, [M] YouTube.com, Age: 18+, January - Aug 2020, UK Note: *Excludes TV set use

35:01 36:02 37:4543:07

42:4349:35 46:16

42:54

01:14:3501:20:56 01:23:25

01:32:09 01:32:25

01:15:3501:10:16

01:04:25

45:20 44:3348:56

56:30 57:13

01:08:3401:05:21

01:00:54

35:55 37:2739:09

44:15

43:20

01:05:3001:01:00 56:45

28:5729:10 29:30

34:21 33:43

42:24 38:46 35:41

15:32 15:51 16:4520:06 18:59 21:28 20:24 19:37

Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20 Aug-20

18+

18-24

25-34

35-44

45-54

55+


14

WhatsApp has a reach of around 30.7m UK adults (see slide 6), however there are a number of instant messaging apps with a smaller adult reach used in the UKDigital audience adult reach of instant messaging apps: January – August 2020Adults aged 18+ -

Source: Comscore Mobile Metrix, app only, Age: 18+, Jan – Aug 2020, UK.Note: Custom list of entities defined by Ofcom.WhatsApp figure in title includes site and app visitors

1.83

m

1.17

m

838k

787k

313k

210k

1.72

m

1.2m

809k 857k

233k

229k

1.91

m

1.16

m

962k

812k

265k

285k

1.8m

1.22

m

910k

794k

309k

295k

1.67

m

1.24

m

893k

769k

315k

299k

1.8m

1.22

m

844k

786k

293k

317k

1.68

m

1.23

m

843k

818k

293k

277k

1.63

m

1.19

m

638k 72

6k

285k

252k

Viber App Telegram App imo video calls andchat App

Kik Messenger App Line App WeChat App



15

Telegram added video calling in its version 7 update in mid August which may account for increase use in September 2020Platforms used by 13-17 year olds for chat

Source: Kids Insights UK. Age: 13-17. Question: Which of these do you use to chat?

57%61%

63%65%

58%60%

54%

29%

39%

35%

38%

43% 41%

35%

26%

30%29%

29% 31%29%

28%27%

34%

38%34% 34%

36%

26%

6% 7%9%

8%8%

8%

12%

5%

8%13%

7%

9%7%

4%

10%

6% 5% 3% 3%

March April May June July August September

Whatsapp

Snapchat

Facebook Messenger

Instagram

Telegram

Skype

Zoom


16

Zoom’s adult reach in the UK is declining, whilst Microsoft Teams has stabilised

Digital audience adult reach of selected video communication sites and apps* December 2019 – August 2020 Adults aged 18+ -

Source: Comscore MMX Multi-Platform, Age: 18+, Dec 2019 - Aug 2020, UK.Note: *Custom list of entities defined by Ofcom.

Dec-2019 Jan-2020 Feb-2020 Mar-2020 Apr-2020 May-2020 June 2020 July 2020 Aug 2020

Zoom 498k 659k 712k 6.7m 13m 13.2m 10.7m 8.7m 7.2m

Microsoft Teams 2.4m 3m 3.3m 5.3m 6.5m 7.2m 7.6m 7.7m 7.5m

Skype 2.5m 2.5m 2.2m 4.4m 4.9m 4.1m 3.4m 3.7m 5.2m

Google Duo app 1.3m 1.6m 1.5m 1.6m 2.3m 2.5m 2.7m 3m 3.2m

WebEx Communications 145k 208k 155k 356k 529k 536k 339k 511k 200k

Slack.com 372k 355k 435k 450k 360k 365k 409k 436k

GoToMeeting 168k 73k 82k 263k 347k 301k 287k 280k 187k

BlueJeans 55k 72k 27k 55k 57k 27k


17

89% of adults in the UK visit an email service per month in 2020

Digital audience adult reach to selected email sites and apps : January – August 2020

Source: Comscore MMX Multi-Platform, Age: 18+, Jan – Aug 2020, UK Note: *Custom list of entities defined by Ofcom.

26.4m 25.6m26.6m 27.m 26.9m 26.8m 26.9m

27.6m

14.5m 13.2m14.m 13.7m 13.5m 13.6m 13.4m 13.9m

10.3m 10.m11.1m 9.9m 10.3m

11.1m 12.7m10.6m

4.8m 4.9m 5.1m 5.2m 5.2m 5.2m 5.3m 5.m

616k 513k 671k 659k 725k 568k 728k 570k781k 863k 924k 739k 755k 797k 799k

471k


Google Gmail

Outlook.com

Verizon Media - Mail Sites

Samsung Email App

mail.com

ParentMail

Adults aged 18+ -


18

Spotify site and app reached 37% of online adults in the UK in August 2020Digital audience adult reach to selected music streaming sites and apps: January - August 2020

Source: Comscore MMX Multi-Platform, Age: 18+, Jan – Aug 2020, UK. Note: Due to a tagging issue on Android and iOS platforms, Spotify was under-reported in January 2020 Mobile Metrix and Media Metrix Multi-Platform data. Data excludes smart speaker use. Amazon Music service can also be accessed via the Amazon website which is not included in the chart.

Adults aged 18+ -

17.3

m

6.4m

4.7m

3.5m

763k

327k

16.4

m

7.m

4.8m

3.3m

628k

276k

17.3

m

7.7m

5.9m

3.2m

705k

228k

20.4

m

8.m

5.1m

3.8m

648k

202k

20.9

m

6.6m

4.7m

3.8m

714k

198k

19.7

m

7.m

4.9m

3.4m

638k

227k

20.m

6.6m

4.3m

3.4m

653k

179k

16.8

m

6.7m

4.m

3.4m

593k

192k

Spotify Apple Music App Soundcloud Amazon Music App Deezer Tidal



19

On average an adult Spotify visitor in the UK spent 16 mins per day on the service in August 2020, this is the same as August 2019

Average minutes per day spent by adult visitors to selected music streaming sites and apps: January – August 2020 Adults aged 18+ -

17 1716

12

20

24

16 16

99

78

9 910

9

3 3 34

5 54 44

2 01 0 0

21

January February March April May June July AugustYear: 2020

Spotify

Soundcloud

Amazon Music apponly

Tidal

Source: Comscore MMX Multi-Platform, Social Media, Age: 18+, Jan - Aug 2020, UK.Note: *Custom list of entities defined by Ofcom. Note: Due to a tagging issue on Android and iOS platforms, Spotify was under-reported in January 2020 Mobile Metrix and Media Metrix Multi-Platform data. Data excludes smart speaker use. Amazon Music service can also be accessed via the Amazon website which is not included in the chart.


20

Personalised recipe site/app Yummly reached a peak of 1.6m adults in the UK during lockdown in April but as lockdown eased it experienced a sharp decline in visitorsDigital audience adult reach to selected educational sites and apps : January – August 2020


1.1m

1.0m

1.4m

1.6m

1.8m 1.7m1.6m

1.4m

1.3m 1.1m

1.6m

1.5m1.3m

1.3m

1.1m1.0m

735k

598k

817k

1.4m

1.1m 934k

649k576k610k

644k

976k

1.6m

1.3m

734k

560k 504k

271k 214k

252k368k 316k

226k158k 200k157k

55k160k

248k 266k198k 215k 170k163k

94k 117k277k

190k 147k 148k 107k


Duolingo

TED Talks

Udemy

Yummly

Elevate: BraintrainingCoursera

Simply Piano app

Adults aged 18+ -


21

As restrictions in the UK resulted in an increase of eat at home occasions this has provided an opportunity for meal kit delivery services Digital audience adult reach to selected meal kit delivery services : January – August 2020

Source: Comscore MMX Multi-Platform, Age: 18+, Jan – Aug 2020, UKNote: Visitors does not equate to number of customers who were signed up to the services

696k

554k484k

590k

840k

1120k

818k 838k

690k

389k 422k553k

619k

468k 419k432k

749k

491k

1034k

821k

746k

471k

369k 315k

111k

24k

146k

261k

330k 379k

65k

204k

109k127k

190k

106k47k 49k 43k 61k

50k 39k80k

101k

105k 89k

46k 48k


Hellofresh

Gousto

Musclefood

Mindfulchef

Wiltshire Farm Foods

SimplyCook RecipeInspiration App

Adults aged 18+ -


Comscore

• Comscore is an organisation that provides online audience measurement. It is endorsed by UKOM, the body with a mandate from the advertising industry to establish measurement standards for digital media. Comscoreuses its unified digital measurement methodology which combines both panel and census measurement techniques to obtain fully unified digital audience measurement statistics.

• In October 2019 Comscore introduced improved collection and reporting of its mobile data. Effective with January 2020 data Comscore updated its universe estimates for its MMX-Platform products as part of its periodic enumeration updates. The changes may result in shifts in trend in the data which will vary by entity and platform.

Kids Insights UK

• Kids Insights UK is a market research and insights resource on attitudes, behavioral and consumption pattern of children aged 3-18 years old. More than 21,300 children a year in the UK take part in the survey.

Slide Number 1Average time spent online by adult unique visitors per day November 2019 – August 2020 (hours:minutes): by age��Digital audience adult reach to selected COVID-19 information sites and apps : January – August 2020Digital audience adult reach to WWW.GOV.UK site: January – August 2020 by ageDigital audience adult reach to selected health sites and apps : January – August 2020Digital audience adult reach of selected social media sites and apps: January – August 2020 �Adults aged 18+ -�Average minutes per day spent by adult visitors of selected social media sites and apps: January – August 2020 �Adults aged 18+ -�Facebook family of services: age demographic reach in August 2020�Digital audience adult aged 18+ reach in August 2020 to Facebook owned sites and apps: by ageDigital audience adult aged 18+ reach in August 2020 to Snapchat app and TikTok site and app: by ageDigital audience adult reach to selected photo editing sites and apps : January – August 2020Social media sites used by 13-17 year oldsAverage time spent on YouTube via desktop or mobile* by adult unique visitors per day: January 2020 – August 2020 (hours:minutes:seconds): by age��Digital audience adult reach of instant messaging apps: January – August 2020�Adults aged 18+ -Platforms used by 13-17 year olds for chatDigital audience adult reach of selected video communication sites and apps* December 2019 – August 2020 �Adults aged 18+ -�Digital audience adult reach to selected email sites and apps : January – August 2020Digital audience adult reach to selected music streaming sites and apps: January - August 2020Average minutes per day spent by adult visitors to selected music streaming sites and apps: January – August 2020 �Adults aged 18+ -�Digital audience adult reach to selected educational sites and apps : January – August 2020Digital audience adult reach to selected meal kit delivery services : January – August 2020Comscore

source: comscore mmx multi-platform and kids insights uk ... … · 181k. 265k. 171k. jan-2020....

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