UK Digital Market Overview March 2015 Data

Transcription

1 UK Digital Market Overview March 2015 Data Your monthly snapshot of digital audience trends If you have any questions, please contact: Taanya Manglik, comscore Scott Fleming, UKOM For info about the proprietary technology used in comscore products, refer to

2 Content UK DIGITAL MARKET OVERVIEW A Guide to Data Sources 3 Top Multi-Platform Properties 4 Engagement on Top Properties 6 Top 10 Web Properties 7 Top 10 Mobile Properties 9 Top 10 Online Video Properties 11 CATEGORY SNAPSHOT Top 10 Multi-Platform Properties 16 METHODOLOGY Methodology 18 About comscore 20 About UKOM 21 DEMOGRAPHIC SNAPSHOT Indexes for Selected Categories 13 Top Indexing Websites (from Top 100) 14 comscore, Inc. Proprietary. 2

3 A Guide to Data Sources Total Digital Population = Unduplicated audience across MMX, Mobile Metrix and Video Metrix BROWSING MMX MOBILE METRIX* VIDEO VIDEO METRIX** comscore MMX Multi-Platform *Please note that we use the term mobile to refer to smartphone and tablet usage combined **Video not yet included for mobile and tablet comscore, Inc. Proprietary. 3

4 Total Unique Visitors (000) Top 10 Properties Ranked by Total Digital Population (TDP) March TDP Reached 47.5m Users Across Desktop & Mobile Devices BBC Overtakes Facebook to Become 2 nd Most Popular Digital Property Google Sites 45,988 BBC Sites Facebook 40,608 40,576 Microsoft Sites Amazon Sites 37,119 36,712 Yahoo Sites ebay Mail Online / Daily Mail Sky Sites Apple Inc. 32,421 31,415 28,121 27,437 27,339 Source: comscore MMX Multi-Platform, March 2015, UK, Desktop Age 6+, Mobile Age 18+ MMX Multi-Platform includes Desktop browsing, Desktop video streams, smartphone browsing & apps (on-network only for untagged apps), tablet browsing & apps for tagged sites & apps. comscore, Inc. Proprietary. 4

5 Top 10 Properties Ranked by Total Digital Population (TDP) Google is Top Multi-Platform Destination While Apple, Mail Online and Sky See Largest Share of Mobile* Only Users Desktop Only Multi-Platform Mobile Only Google Sites 28% 66% 5% BBC Sites 31% 33% 36% Facebook 23% 55% 21% Microsoft Sites 52% 36% 11% Amazon Sites 32% 33% 35% Yahoo Sites 39% 38% 23% ebay 32% 37% 31% Mail Online 24% 21% 56% Sky Sites 22% 19% 59% Apple Inc. 29% 13% 57% Source: comscore MMX Multi-Platform, March 2015, UK, Desktop Age 6+, Mobile Age 18+ *Mobile includes smartphone and tablet usage combined comscore, Inc. Proprietary. 5

6 Percent Share of Total Time Spent Online on Top 5 Properties Facebook accounts for 20% of all Time Spent Online % Share of Total Time Spent Online Across Devices 20% 13% 4% 3% 3% Facebook Google Sites BBC Sites Apple Inc. Microsoft Sites Source: comscore MMX Multi-Platform, March 2015, UK, Desktop Age 6+, Mobile Age 18+ *Mobile includes smartphone and tablet usage combined comscore, Inc. Proprietary. 6

7 Total Unique Visitors (000) Top 10 Web Properties on Desktop 45.1m Brits Surfed the Web during March Google Sites 39,832 Microsoft Sites Facebook 29,448 32,385 BBC Sites Yahoo Sites Amazon Sites ebay 24,692 24,163 23,434 21,590 Wikimedia Foundation Sites 17,985 AOL, Inc. Mode Media 12,316 12,112 Source: comscore MMX, March 2015, UK, Age 6+ Please note that MMX data accounts for PC browsing only comscore, Inc. Proprietary. 7

8 Introducing comscore Mobile Metrix We recently launched comscore Mobile Metrix in the United Kingdom, bringing the next generation of mobile audience measurement to the market. Mobile Metrix utilises comscore s Unified Digital Measurement (UDM) for smartphones and tablets, combining passive on-device measurement via mobile panels with census-level data to provide detailed insights into mobile media usage across apps and mobile browsing. In compliance with UKOM standards, Mobile Metrix has received Development Endorsement from UKOM and is undergoing a detailed industry review process in order to achieve full UKOM endorsement as soon as possible. For more information, please see the links below: Launch Press Release: comscore Introduces Mobile Metrix in the UK to Measure Total Mobile Audience Behaviour Across Smartphones and Tablets Blog Post: From GSMA MMM to Mobile Metrix: The Evolution of UK Mobile Media Measurement For more information, please contact us. comscore, Inc. Proprietary. 8

9 Total Unique Visitors (000) Top 10 Mobile Properties 36.4m People Accessed Mobile Content via Browser and App Google Sites Facebook 31,154 33,068 BBC Sites 28,132 Amazon Sites 25,104 Mail Online ebay Sky Sites Yahoo Sites Apple Inc. Trinity Mirror Group 21,511 21,412 21,304 19,887 19,397 18,030 Source: comscore Mobile Metrix, March 2015, UK, Age 18+ Please note that mobile includes smartphone and tablet usage combined UKOM: Development Endorsement comscore, Inc. Proprietary. 9

10 Top 10 Mobile Properties Broken Out by Smartphone and Tablet Usage Apple and BBC have Biggest Tablet Only Audience in the Top 10 Smartphone Only Smartphone and Tablet Tablet Only Google Sites 71% 17% 12% Facebook 69% 17% 14% BBC Sites 59% 19% 23% Amazon Sites 67% 15% 18% Mail Online 74% 11% 16% ebay 68% 13% 19% Sky Sites 72% 11% 17% Yahoo Sites 73% 10% 17% Apple Inc. 50% 18% 32% Trinity Mirror Group 77% 8% 15% Source: comscore Mobile Metrix, Browser and Application Access, March 2015, UK, Age 18+ UKOM: Development Endorsement comscore, Inc. Proprietary. 10

11 Total Unique Viewers (000) Top 10 Online Video Properties via Desktop Access 37m Video Viewers; YouTube Helps Propel Google Sites to Top Online Video Destination Google Sites 32,285 Facebook 21,487 VEVO 10,784 Vimeo Maker Studios Inc. Warner Music Fullscreen BBC Sites Yahoo Sites Machinima Entertainment 9,335 8,868 7,468 7,253 6,711 6,299 4,284 Source: comscore Video Metrix, March 2015, UK, Age 6+ comscore, Inc. Proprietary. 11

12 DEMOGRAPHIC SNAPSHOT comscore, Inc. Proprietary. 12

13 Index of 100 = Average Internet Audience Index of 100 = Average Internet Audience Top Categories Females and Males are Most Likely to Visit Retail Categories Score Highly with Females Index* for Females: Likelihood Compared to Total Internet Audience Index* for Males: Likelihood Compared to Total Internet Audience Retail: Fragrances/ Cosmetics 143 Retail: Music 125 Retail: Flowers/ Gifts/ Greetings 126 Games: Gaming Information 122 Retail: Jewelry/ Luxury Goods/ Accessories 123 Lifestyles: Personals 120 Lifestyles: Pets 122 Sports 118 Career Services & Development: Job Search 122 News/Information: Politics 118 Source: comscore MMX Multi-Platform, March 2015, UK *Composition Index = % of Online Visitors by Demographic Segment/% of Total Internet Users from the Demo Segment x 100; Index of 100 indicates average representation comscore, Inc. Proprietary. 13

14 Index of 100 = Average Internet Audience Top Online Properties Females Most Likely to Visit Retail Properties like Next, M&S and ASOS Show Highest Skews Amongst Females Index* for Females vs. Online Average NEXT Group 138 Marks&Spencer 133 ASOS Plc 132 SheKnows Media 132 Shop Direct Group 131 PINTEREST.COM 126 John Lewis Partnership Wal-Mart NHS Sites Groupon BUZZFEED.COM 121 WebMD Health 119 Source: comscore MMX Multi-Platform, March 2015, UK *Composition Index = % of Online Visitors by Demographic Segment/% of Total Internet Users from the Demo Segment x 100; Index of 100 indicates average representation. comscore, Inc. Proprietary. 14

15 CATEGORY SNAPSHOT comscore, Inc. Proprietary. 15

16 Top 10 Retail Sites Ranked by Total Digital Population (TDP) Retail audiences shifting to Mobile access Desktop Only Multi-Platform Mobile Only Amazon Sites 32% 33% 35% ebay 32% 37% 31% Apple.com Worldwide Sites 27% 10% 63% Tesco Stores 35% 19% 46% Home Retail Group 40% 17% 43% Wal-Mart 35% 13% 52% Shop Direct Group 40% 13% 48% John Lewis Partnership 53% 10% 37% Samsung Group 18% 4% 78% Dixons Retail Plc. 54% 11% 35% Source: comscore MMX Multi-Platform, March 2015, UK, Desktop Age 6+, Mobile Age 18+ *Mobile includes smartphone and tablet usage combined comscore, Inc. Proprietary. 16

17 METHODOLOGY comscore, Inc. Proprietary. 17

18 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 Mobile Metrix which is pending UKOM approval. comscore MMX Multi-Platform comscore MMX Multi-Platform offers comprehensive reporting on more than 300,000 digital media entities, including their unduplicated audience size, demographic composition, engagement, performance within key user segments and behavioral trends. All of these metrics are measured across multiple digital media platforms, including desktop computers, smartphones and tablets, and content delivery vehicles, including websites, videos and apps. These platforms are unified using both panel- and census-based methods to deliver a holistic view of media companies total digital populations. For more information, please visit: 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 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: comscore Mobile Metrix comscore Mobile Metrix captures total mobile audience behaviour on browsers and apps across smartphones and tablets. With Mobile Metrix, publishers can demonstrate the value of their mobile audiences, while agencies and advertisers can strategically plan and buy digital advertising on mobile platforms to achieve their campaign objectives. For more information, please visit: 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: comscore, Inc. Proprietary. 18

19 ABOUT COMSCORE 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 and Digital Business 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!. STAY CONNECTED comscore, Inc. Proprietary. 19

20 ABOUT UKOM 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: comscore, Inc. Proprietary. 20

21 For more insights into the current state of the digital landscape, please visit: If you have any questions, please contact: Taanya Manglik, comscore Scott Fleming, UKOM For info about the proprietary technology used in comscore products, refer to