uk online landscape, march 2010
Post on 17-Oct-2014
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DESCRIPTION
A great overview of the UK online spaceTRANSCRIPT
The Online Media Landscape
UKOM APS, March 2010
…Universe Trends
30m
32m
34m
36m
38m
40m
42m
44m
46m
48m
50m
Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-102000pp
2100pp
2200pp
2300pp
2400pp
2500pp
2600pp
2700pp
2800pp
2900pp
3000pp
Digital universe
Active universe
Page views/user
Mar 2010:Digital Universe 46.9m aged 2+Active Universe 39.8m aged 2+Average 2880 pages/user
Source: UKOM APS Jan-Mar 10; Nielsen Netview Apr 09-Dec 09
…Universe Profile
0%
10%
20%
30%
40%
50%
60%
70%
Male Female '2-11 '12-17 18 - 24 25 - 34 35 - 49 50 - 64 65+ ABC1 C2DE
Reach profile
Source: UKOM APS Mar 10
…Universe Profile
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Northern ScotlandCentral Scotland
Border
North WestNorth EastYorkshire
Wales and the West
Midlands
East of EnglandSouth West
LondonSouthern
Reach profile
Mar 2010:UKOM APS data is now weighted to ISBA region
Source: UKOM APS Mar 10
…Usage by time of day
Mar 2010:Peak usage 16:00-18:00 75% of users/monthLowest 04:00-05:00 8% of users/month
0%
10%
20%
30%
40%
50%
60%
70%
80%
12:00 AM1:00 AM2:00 AM3:00 AM4:00 AM5:00 AM6:00 AM7:00 AM8:00 AM9:00 AM10:00 AM11:00 AM12:00 PM1:00 PM2:00 PM3:00 PM4:00 PM5:00 PM6:00 PM7:00 PM8:00 PM9:00 PM10:00 PM11:00 PM
Source: UKOM APS Mar 10
…Category use by time of day
0%
5%
10%
15%
20%
25%
30%
35%
40%
12:00 AM1:00 AM2:00 AM3:00 AM4:00 AM5:00 AM6:00 AM7:00 AM8:00 AM9:00 AM10:00 AM11:00 AM12:00 PM1:00 PM2:00 PM3:00 PM4:00 PM5:00 PM6:00 PM7:00 PM8:00 PM9:00 PM10:00 PM11:00 PM
Source: UKOM APS Mar 10
COMMUNITIES
NEWS
INSTANT MESSAGING
MUSIC
0%
1%
2%
3%
4%
5%
6%
7%
% of online population Mar 10
…Frequency of Internet use
Mar 2010:Up to 7 sessions/month 25%8-14 sessions 10%15-28 sessions 13%Over 28 sessions 52%
Source: UKOM APS Mar 10
10 20 30 40 50 60 70 80 90 100
Online sessions per month
…Top categories by reach
0m 5m 10m 15m 20m 25m 30m 35m
Search
Portals
Member Communities
Software Manufacturers
Internet Tools/Web Services
Mass Merchandiser
Current Events & Global News
Videos/Movies
Multi-category Entertainment
Maps/Travel Info
Research Tools
Corporate Information
Banks
Broadcast Media
Mar 2010:All search engines 36.1m users (91% of active users)Google Search 33.3m (84%)
Source: UKOM APS Mar 10
…Top categories’ age/class map
Source: UKOM APS Mar 10
Search
Portals Member Communities
SoftwareMfrs
InternetTools
Online Retail
News
Video/Film
Entertainment
More upmarket
Younger average
age
n.b. Data illustrative of total audience profile, not of targetable audiences. Includes non-commercial properties
…Top brands by reach
0m 5m 10m 15m 20m 25m 30m 35m
GoogleMSN/WindowsLive/Bing
FacebookYahoo!
BBCMicrosoft
eBayYouTubeAmazon
WikipediaApple
Ask Search NetworkAOL Media Network
Associated NewspapersBlogger
Sky PortalTescoPayPal
DirectgovArgos
Mar 2010:Including use of ApplicationsAll Google 34.9m users (88% of active users)
Source: UKOM APS Mar 10
…Top brands’ share of time online
Mar 2010: (incl use of Applications)Facebook 17% share of hoursTop 20 brands 49% share
GoogleMSN/WindowsLive/BingFacebookYahoo!BBCMicrosofteBayYouTubeAmazonWikipediaAppleAsk Search NetworkAOL Media NetworkAssociated NewspapersBloggerSky PortalTescoPayPalDirectgovArgosOther
Source: UKOM APS Mar 10
…Top applications by reach
0m 2m 4m 6m 8m 10m 12m 14m 16m
Windows Live Messenger
Windows Media Player
iTunes
RealPlayer
Skype
Apple QuickTime
Google Earth
Yahoo! Messenger
LimeWire
Picasa
Mar 2010:Windows Live Messenger 14.3m users (36% of active users)
Source: UKOM APS Mar 10
Unknown2%
8Mb+13%
2Mb-8Mb54%
512Kb-2Mb25%
<512Kb6%
…Connection speeds
Source: UKOM APS Mar 10
Mar 2010:Shift of 4 percentage points from <2Mb to >2Mb connection speed since Jan 2010
• The UKOM APS (Audience Planning System) is the audience measurement system for UK online media, designed to the rigorous standards of the UK advertising industry, delivered by The Nielsen Company, with independent industry governance.
• Based on a panel of at least 35,000 UK individuals aged 2+, online at home or at work, UKOM delivers robust advertising-standard metrics for online media properties with as few as 35,000 monthly users. Monthly reach, frequency and time spent can be analysed against standard advertising target audience definitions.
• Accuracy is ensured via balanced panel recruitment offline as well as online, and weighting to an establishment survey managed by the NRS (National Readership Survey)
• Audience data are released monthly, ten days after the end of the month. Subscriber media owners and agencies can access the data via the Nielsen online interface or via mediatel.co.uk.
• UKOM APS is governed by the UK Online Measurement Company Ltd, chaired by Douglas McArthur OBE. Shareholders are the Internet Advertising Bureau (IAB) and Association of Online Publishers (AOP)
• For more information please contact James Smythe, General Manager on 0845 371 2232
…What is it?