the disruption in digital media in uk
TRANSCRIPT
© comScore, Inc. Proprietary.
UK Digital Market Overview
Your monthly snapshot of digital audience trends
If you have any questions, please contact:
Sarah Radwanick – [email protected]
Scott Fleming – [email protected]
© comScore, Inc. Proprietary. 2
Executive Summary
The Total Digital Population remained steady at 48.4m unique users.
• Of the Total Digital Population, 3.3m users accessed the Internet exclusively from mobile devices (smartphone or tablet),
8.8m exclusively from PCs and 36.4m from multiple devices in the month.
Males 25-34 were the spotlight this month. A view across the categories and sites they visited revealed both expected
and unexpected results.
• Retail - Music, Auctions, Classified and Online Gambling are perhaps categories you would expect to find this audience.
• Politics is perhaps less expected but understandable against the background of events at home and abroad, while Tax
visitation is explained by personal tax returns being due. Both reflect the group’s use of the Internet to stay informed and as a
tool to achieve a task.
• Web Hosting was another favoured category and a look at the actual sites visited, including Digital Future, Tech Radar and
Tomshardware (computer components site), reveals more than a passing interest in this area
• 4oD usage perhaps highlights the group’s demand for convenience when they view content.
• The appearance of Metro within DMGT visitation demonstrates the blurring of usage of the brand, from the hard copy to the
soft, highlighting why multi-platform and multi-channel planning is key in communications
In the area of multi-platform, all top 10 properties outperformed the market average for mobile-only access, but the
interesting behaviour is perhaps more stark when you consider the Sports category.
• Admittedly June this year was bigger for sports than in 2013 due to the World Cup, but the notable story was how the events
were consumed by users. The PC-only audience dropped from 38% to 18%, mobile-only doubled (3.2% to 6.8%), but the
most interesting result was for multi-platform consumption which rose from 59% to 75%.
Vevo and Maker held their top 2 respective positions on YouTube’s Partner Channels. Fullscreen moved up one spot
to take 3rd in the ranking. Base 79, UMG, Orchard and Sony also shuffled positions and now rank in that order, whilst
Broadband TV replaced Warner fvp at number 10.
© comScore, Inc. Proprietary. 3
Content
UK DIGITAL MARKET OVERVIEW
A Guide to Data Sources 5
Top 10 Multi-Platform Properties 6
Top 10 Web Properties 7
Top 10 Online Video Properties 8
Top 10 Mobile Properties 9
DEMOGRAPHIC SNAPSHOT: Males 25-34
June Indexes for Selected Categories 11
Top Indexing Websites (from Top 100) 12
MULTI-PLATFORM AND MOBILE
Multi-Platform Insights 14
Multi-Platform Spotlight: Sports 16
ONLINE VIDEO HIGHLIGHTS
Top 10 YouTube Partner Channels 18
Methodology 21
About comScore 23
About UKOM 24
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
UK DIGITAL MARKET OVERVIEW
© comScore, Inc. Proprietary. 5
*Tablet measurement is for tagged sites only
*Off-network apps are for tagged sites only
*Duration not yet included for mobile and tablet apps
**Video not yet included for mobile and tablet
Total Digital
Population =
Unduplicated
audience across
MMX, GSMA MMM
and Video Metrix
BROWSING
VIDEO
MMX
GSMA
MOBILE MEDIA
METRICS*
VIDEO METRIX**
MMX
MULTI-PLATFORM
A Guide to Data Sources
© comScore, Inc. Proprietary. 6 Source: comScore MMX MP, June 2014, UK, PC 6+ and Mobile 13+
*MMX MP includes PC browsing, PC video streams, mobile browsing & apps (on-
network only for untagged apps), tablet browsing & apps for tagged sites & apps.
46,507
36,368
35,930
35,101
30,493
29,866
25,733
25,085
24,486
21,035
Google Sites
Yahoo Sites
Microsoft Sites
Amazon Sites
BBC Sites
eBay
Wikimedia Foundation Sites
MODE Media (formerly GlamMedia)
Apple Inc.
To
tal U
niq
ue
Vis
ito
rs (
00
0)
In June 2014
Top 10 Properties Ranked by Total Digital Population (TDP)
June TDP Reached 48.4M Users Across PC, Mobile & Tablet
© comScore, Inc. Proprietary. 7 Source: comScore MMX, June 2014, UK, Age 6+
*Please note that MMX data accounts for PC browsing only
39,862
30,809
28,240
25,876
21,646
20,128
18,963
16,565
15,485
12,765
Google Sites
Microsoft Sites
Yahoo Sites
Amazon Sites
eBay
BBC Sites
MODE Media (formerly GlamMedia)
Wikimedia Foundation Sites
Apple Inc.
To
tal U
niq
ue
Vis
ito
rs (
00
0)
In June 2014
Top 10 Web Properties on PC
45.1M Brits Surfed the Web During June, 33.2M Average Daily Visitors
© comScore, Inc. Proprietary. 8
Source: comScore Video Metrix, June 2014, 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
30,336
18,767
8,936
8,142
7,300
6,570
6,472
6,113
4,697
4,667
Google Sites
VEVO
Vimeo
Maker Studios Inc.
Fullscreen
BBC Sites
Warner Music
Yahoo Sites
ZEFR
To
tal U
niq
ue
Vie
we
rs (
00
0)
in June 2014
Top 10 Online Content Video Properties
36.5M Video Viewers During the Month, 16.2M Average Daily Viewers
© comScore, Inc. Proprietary. 9
Source: comScore GSMA MMM, June 2014, UK
*Please note this data includes on & off network browsing via browser and app.
It does not include Wi-Fi data for untagged mobile apps.
24,843,302
23,490,305
20,241,636
18,469,487
16,400,757
16,061,909
14,881,585
12,780,874
11,652,450
11,480,546
Google Sites
Yahoo Sites
BBC Sites
Microsoft Sites
Amazon Sites
Wikimedia Foundation Sites
MODE Media (formerly GlamMedia)
eBay
Apple Inc.
To
tal U
niq
ue
Mo
bil
e V
isit
ors
In June 2014
Top 10 On and Off Network Mobile Properties
39.7 M People Accessed Mobile Content via Browser and App
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
DEMOGRAPHIC SNAPSHOT: Males 25-34
© comScore, Inc. Proprietary. 11
Source: comScore MMX Multi-Platform, June 2014, UK, PC 6+ and Mobile 13+
*Composition Index = % of Online Visitors by Demographic Segment/% of Total
Internet Users from the Demo Segment x 100; Index of 100 indicates average
representation
181 173
168 164 161 159 156 155 155 149
0
25
50
75
100
125
150
175
200
Ind
ex
of
10
0 =
Ave
rag
e I
nte
rne
t A
ud
ien
ce
Index* for Males 25-34: Likelihood Compared to Total Internet Audience
Top Categories Visited by Males 25-34
Taxes, Car Rental and Music Score Highly Among Segment
© comScore, Inc. Proprietary. 12
Source: comScore MMX Multi-Platform, June 2014, UK, PC 6+ and Mobile 13+
*Composition Index = % of Online Visitors by Demographic Segment/% of Total
Internet Users from the Demo Segment x 100; Index of 100 indicates average
representation.
197
194
193
192
188
182
178
173
170
168
Future Publishing Limited
Ziff Davis Tech
Purch
Channel4
DMGT (exc Mail Online)
Gumtree Sites
Dailymotion
Bauer Consumer Media
Valve Corporation
IDG Network
Index* for Males 25-34 vs. Online Average
Top Online Properties Visited by Males 25-34 by TDP Index Entertainment, Tech and Gaming Over Index for Segment Visitation
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
MULTI-PLATFORM AND MOBILE: Further Analysis
Possible for Subscribers to MMX Multi-Platform & All The
Underlying Products (MMX, GSMA MMM & Video Metrix)
Additional UK Multi-Platform Insights
are also available at:
www.comScore.com/multiplatformUK
© comScore, Inc. Proprietary. 14 Source: comScore MMX Multi-Platform, June 2014, UK, PC 6+ and Mobile 13+
*MMX MP includes PC browsing, PC video streams, mobile browsing & apps (on-
network only for untagged apps), tablet browsing & apps for tagged sites & apps.
21,663
12,878
19,530
14,860
14,431
11,396
14,080
10,204
11,705
9,554
20,934
13,666
11,618
14,498
8,312
8,963
6,138
5,281
5,919
3,236
3,909
9,824
4,782
5,744
7,750
9,507
5,515
9,601
6,862
8,245
Google Sites
Yahoo Sites
Microsoft Sites
Amazon Sites
BBC Sites
eBay
Wikimedia Foundation Sites
MODE Media (formerlyGlam Media)
Apple Inc.
To
tal U
niq
ue
Vis
ito
rs (
00
0)
PC Only PC / Mobile / Tablet Mobile / Tablet Only
Top 10 Properties Ranked by Total Digital Population (TDP)
Yahoo and Wikimedia See Largest Mobile Exclusive Audiences
© comScore, Inc. Proprietary. 15 Source: comScore MMX Multi-Platform, June 2014, UK, PC 6+ and Mobile 13+
*MMX MP includes PC browsing, PC video streams, mobile browsing & apps (on-
network only for untagged apps), tablet browsing & apps for tagged sites & apps.
53%
57%
33%
59%
+10.0%
Platform Growth – Sports: June 2014 vs. June 2013
3 in 4 Consumers Accessing Sports Content via Multiple Platforms
37.9%
18.1%
58.8%
75.1%
3.2% 6.8%
Jun-2013 Jun-2014
Sports Category Share of Unique Visitors by Platform
PC Only PC/Mobile/Tablet Mobile/Tablet Only
© comScore, Inc. Proprietary. 16
12,628
7,226
5,308
5,076
4,794
4,628
4,356
4,245
3,382
2,910
BBC Sport
Sky Sports Media
Telegraph Sport
Perform Sports
Mail Online - Sport
Guardian Sport
Yahoo Sports
ESPN
FIFA.COM
Mirror Online - Sport
To
tal U
niq
ue
Vis
ito
rs (
00
0)
Top 10 Sports Properties by Total Digital Population
BBC Sport and Sky Sports Lead during June as World Cup Kicks Off
Source: comScore MMX Multi-Platform, June 2014, UK, PC 6+ and Mobile 13+
*MMX MP includes PC browsing, PC video streams, mobile browsing & apps
(on-network only for untagged apps), tablet browsing & apps for tagged sites & apps.
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
ONLINE VIDEO HIGHLIGHTS
© comScore, Inc. Proprietary. 18 Source: comScore Video Metrix, June 2014, UK, 6+
*Please note this data includes content videos only
8,894
7,229
6,569
6,113
4,667
4,171
4,154
3,888
3,782
3,339
VEVO @ YouTube
Maker Studios Inc. @ YouTube
Fullscreen @ YouTube
Warner Music @ YouTube
ZEFR @ YouTube
Base79 @ YouTube
UMG @ YouTube
The Orchard @ YouTube
SonyBMG @ YouTube
BroadbandTV @ YouTube
To
tal U
niq
ue
Vie
we
rs (
00
0)
in June 2014
Top 10 YouTube Partner Channels Ranked by Unique Viewers
Vevo Leads Ranking with Nearly 9 Million Viewers
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
METHODOLOGY
© comScore, Inc. Proprietary. 20
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
MMX Multi-Platform incorporates comScore MMX, comScore Video
Metrix and comScore GSMA MMM. This syndicated audience
measurement service reports on digital media usage across platforms –
computer (laptops, desktops), mobile (feature phones and smartphones)
and tablets for browsing, application and video content. MMX Multi-
Platform in the UK specifically includes computer browsing, computer
video streams, mobile browsing and application (on-network only for
untagged apps), tablet browsing and apps for tagged sites and apps. It
currently excludes Wi-Fi mobile app usage for untagged apps (to be
projected when sufficient app tagging to model), mobile and tablet video
(tagged video content to be added by Q2 2014), and tablet usage for
untagged content. 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 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
© comScore, Inc. Proprietary. 21
Methodology and Definitions
comScore GSMA Mobile Media Metrics (MMM)
GSMA Mobile Media Metrics (MMM) is a partnership between the GSM Association (GSMA), comScore, and the UK’s 4 mobile operators: O2, Vodafone, EverythingEverywhere and 3UK. GSMA MMM aligns the power of connected mobile data with Wi-Fi activity and demographics to unveil the most powerful view of the who, the what and the where of mobile web via a secure, industry-audited process. The mobile network operators provide irreversibly anonymised census-level data for mobile internet usage. Demographic data is ascribed onto the unique persistent ID for each anonymous user in the operator data. Wi-Fi usage, not seen in the mobile network traffic, is captured in server-side logs of media owners and overlaid onto the operator data to create the most comprehensive view of connected mobile activity in the 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 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. 22
Methodology and Definitions
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 comScore’s panel is a
better representation of UK online behaviours. comScore currently has
an intab sample of 75,000 - 80,000 panellists in the UK.
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 making
year to year trend comparisons.
© comScore, Inc. Proprietary. 23
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
STAY CONNECTED
www.facebook.com/comscoreinc
www.twitter.com/comScoreEMEA
www.linkedin.com/company/comscore-inc
www.youtube.com/user/comscore
© comScore, Inc. Proprietary. 24
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
https://twitter.com/ukomaps
http://www.linkedin.com/company/2374312
STAY CONNECTED
© comScore, Inc. Proprietary.
If you have any questions, please contact:
Sarah Radwanick – [email protected]
Scott Fleming – [email protected]
For more information, please visit:
www.comscore.com
http://www.ukom.uk.net