the uk online audience · online audience julie forey iab research breakfast january 2020. ukom...
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The UK
Online Audience
Julie Forey
IAB Research Breakfast
January 2020
Desktop19%
Smartphones Web9%
Tablets Web3%
Smartphone App57%
Tablet App12%
Share of Total Minutes
Source: Comscore MMX Multi-Platform, Age 18+, December 2019, UKMMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps
Desktop refers to ‘Desktop, laptop and notebook. Total mobile refers to smartphone and tablet usage combined
Minutes by Platform & Mobile AccessSmartphone apps account for 57% of all Minutes
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Smartphone Apps Share of Time Online by Category: Dec 2019App usage is influenced heavily by content and service
57%45%
Source: Comscore MMX Multi-Platform, Age 18+, December 2019, UKMMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps
5
Top Smartphone Apps by Unique Visitors: Dec 19Only 6 apps reach half of all smartphone users
+
Source: Comscore Mobile Metrix, Dec 2019, UK, Age 18+
Unique Visitors(Million)
% Reach of Smartphone Users
1 YouTube 26.2 67.62 WhatsApp Messenger 26.1 67.33 Facebook 24.8 64.14 Facebook Messenger 20.6 53.35 Google Search 20.5 53.06 Google Maps 20.2 52.27 Gmail 17.8 46.08 Amazon Mobile 17.5 45.39 Google Play 17.3 44.6
10 Instagram 16.6 42.9
6
Top Smartphone Apps by Unique Visitors: Dec 19Google and Facebook own 9 of the top 10 Apps
+
Source: Comscore Mobile Metrix, Dec 2019, UK, Age 18+
Unique Visitors(Million)
% Reach of Smartphone Users
1 YouTube 26.2 67.62 WhatsApp Messenger 26.1 67.33 Facebook 24.8 64.14 Facebook Messenger 20.6 53.35 Google Search 20.5 53.06 Google Maps 20.2 52.27 Gmail 17.8 46.08 Amazon Mobile 17.5 45.39 Google Play 17.3 44.6
10 Instagram 16.6 42.9
7
Number of Smartphone Apps by Audience Size: Dec 19Nearly 200 Apps have an audience of over 1 million
+
Source: Comscore Mobile Metrix, Dec 2019, UK, Age 18+
The number of ‘1 million +’ apps has
gone up from 142 to 179 in the last year
36
15
8
Smartphone Apps which hit 1 million UVs in 2019Too Good To Go: Fighting Food Waste
0200400600800
1,0001,2001,4001,6001,8002,000
18+ Unique Visitors (000s)
Too Good To Go
Source: Comscore Mobile Metrix, Dec 2019, UK, Age 18+
9
Smartphone Apps which hit 1 million UVs in 2019Monzo and Starling: Challenger Banks
0
500
1,000
1,500
2,000
2,500
18+ Unique Visitors (000s)
Monzo Bank Starling Bank
Source: Comscore Mobile Metrix, Dec 2019, UK, Age 18+
10
Smartphone Apps which hit 1 million UVs in 2019Deliveroo: Food Delivery
0
500
1,000
1,500
2,000
2,500
3,000
3,500
18+ Unique Visitors (000s)
UberEATS Deliveroo
Source: Comscore Mobile Metrix, Dec 2019, UK, Age 18+
11
Smartphone Apps which hit 1 million UVs in 2019Nextdoor: Local Social Network
0
200
400
600
800
1,000
1,200
1,400
18+ Unique Visitors (000s)
Nextdoor
Source: Comscore Mobile Metrix, Dec 2019, UK, Age 18+
12
Smartphone Apps which hit 1 million UVs in 2019Telegram: Messenger & VOIP
Source: Comscore Mobile Metrix, Dec 2019, UK, Age 18+
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
18+ Unique Visitors (000s)
Telegram
UKOM Insights: WhatsApp
14
WhatsApp Unique Visitor Growth: Dec 18-Dec 19WhatsApp is now the no.2 smartphone app among 18+
Source: Comscore Mobile Metrix, Dec 2019, UK, Age 18+
21,000
22,000
23,000
24,000
25,000
26,000
27,000
Unique Visitors (000s)
WhatsApp Messenger
WhatsApp’s Audience Reach & Average Minutes by AgeReach and Average Time spent is highest among 25-34s
Source: Comscore Mobile Metrix, Age 18+. December 2019, UK. Platform = Smartphones.
% Reach of Smartphone Users Dec 2019
Average Minutes/ Visitor/Month
Dec 2019
18+ 67 3hrs 45mins
18-24 66 3hrs 22 mins
25-34 73 4hrs 27mins
35-44 69 4 hrs 6 mins
45-54 66 3hrs 32 mins
55+ 63 3hrs 7 mins
WhatsApp Year-on-Year Change by Age: Visitors & Ave Minutes/visitorOlder audiences fuel visitor growth but younger audiences driving up minutes
%
Source: Comscore Mobile Metrix, Age 18+. December 2019, UK. Platform = Smartphones.
13
59 10
18
23
29
37 37
32
12
29
0
5
10
15
20
25
30
35
40
18+ 18-24 25-34 35-44 45-54 55+
Unique Visitors % Change Dec 19 v Dec 18 Ave Minutes % Change Dec 19 v Dec 18
1.
2.
3.
4.
5.
55+35-44 45-5425-3418-24
Top 5 Smartphone Apps by Age: Unique Visitors Dec 2019WhatsApp is the no.1 app for older audiences
Source: Comscore Mobile Metrix, Age 18+. December 2019, UK. Platform = Smartphones.
Deduplicated Cumulative Reach for Facebook’s Smartphone Apps
%
80
5241
3523
20
2836
42
47
7 10 915
0
10
20
30
40
50
60
70
80
90
100
18-24 25-34 35-44 45-54 55+
App Reach Among Smartphone Users 18+ Dec 2019
Use WhatsApp but no otherFB apps
Use Facebook or FBMessenger Apps but notInstagram App
Instagram Reach
Source: Comscore Mobile Metrix, Age 18+. December 2019, UK. Platform = Smartphones.
WhatsApp adds more incremental reach among Older Audiences
UKOM Insights: Amazon
Amazon Prime Video Smartphone App: Unique Visitors Dec 18-Dec 19Uplift in December likely to be attributable to Premier League Fixtures
Source: Comscore Mobile Metrix, Age 18+. December 2019, UK. Platform = Smartphones.
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
Amazon Prime Video
“An Amazon spokeswoman
said Dec. 3 and Dec. 4 ended
up being the “two biggest
Prime sign-up days in U.K.
history” — beating its tallies
for previous Prime Days,
Black Fridays and the launch
day for the “The Grand Tour”
series.”
Digiday 10th Jan 2020
Unique Visitors (000s)
