The UK Online Audience · Julie Forey IAB Research Breakfast Feb 2019. UKOM Website: . 1....
Transcript of The UK Online Audience · Julie Forey IAB Research Breakfast Feb 2019. UKOM Website: . 1....
The UK
Online Audience
Julie Forey
IAB Research Breakfast
Feb 2019
UKOM Website: www.ukom.uk.net
1. Smartphone app growth
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Smartphone App Minutes Dec 2017 to Dec 2018Smartphone App minutes continue to grow
Smartphone Apps account for 57% of Total
Time and 87% of all Smartphone Minutes
100,000
105,000
110,000
115,000
120,000
125,000
130,000
135,000
140,000
145,000
150,000
Smartphone App Total Minutes MM
Source: Comscore Mobile Metrix, Dec 2017 - 2018, UK, Adults 18+
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Desktop22%
Smartphones Web9%
Tablets Web2%
Smartphone App57%
Tablet App10%
Share of Total Minutes
Source: Comscore MMX Multi-Platform & Mobile Metrix, Dec 2018, UK, Adults 18+MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps, tablet browsing & apps
*Desktop refers to ‘Desktop, laptop and notebook
Share of Minutes by Platform & Mobile AccessSmartphone apps now account for 57% of all time spent
Smartphone Apps account for 87% of all Smartphone Minutes
6Source: Comscore Mobile Metrix, Dec 2018, UK, Adults 18+
99%90% 90% 86% 85% 85% 83%
77%
60% 57%51% 48% 46% 44% 42% 41% 37%
30%21%
17% 14% 13%6% 6% 5% 4% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Smartphone App Share of Minutes by Category
Smartphone App share of minutes by CategoryHuge variations in SOM by category and service
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Smartphone App Numbers by Audience Size15 Apps have an audience over 10 million
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Source: Comscore Mobile Metrix, Dec 2018, UK, Adults 18+
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Top Smartphone Apps by Unique Visitors11 of the 15 apps with >10 million users are from Google or Facebook
1 • YouTube 26,485
2 • Facebook 24,178
3 • WhatsApp Messenger 23,018
4 • Google Search 22,970
5 • Facebook Messenger 21,989
6 • Google Play 20,398
7 • Google Maps 19,470
8 • Gmail 17,745
9 • Snapchat 16,906
10 • Instagram 15,348
11 • Amazon Mobile 14,483
12 • Spotify 12,818
13 • eBay 12,663
14 • Google Drive 11,646
15 • Google Photos 10,431
Smartphone App
Top 15 Unique
Visitors (000s)
Dec 2018
The BBC is the only UK brand to have a smartphone
app in the Top 30 (BBC Weather and BBC News)
Source: Comscore Mobile Metrix, Dec 2018, UK, Adults 18+
2. The iPhone and Android phone audience
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Smartphone OS: Unique Visitor Age & Gender Profile - Dec 2018iPhone’s appeal increases with decreasing age
38%
62%
51%
41%
37%
33%
32%
36%
40%
49%
59%
63%
67%
68%
64%
60%
18-24
25-34
35-44
45-54
55+
Males: 18+
Females: 18+
Source: Comscore Mobile Metrix, Dec 2018, UK, Adults 18+
Unique Visitors by OS - All Adults % Unique Visitors by OS – Age & Gender %
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Smartphone OS: Unique Visitor Social Grade Profile- Dec 2018iPhone’s appeal increases with increasing social grade
Source: Comscore Mobile Metrix, Dec 2018, UK, Adults 18+
38%
62%
Unique Visitors by OS - All Adults % Unique Visitors by OS – Social Grade %
55%
44%
39%
36%
29%
31%
45%
56%
61%
64%
71%
69%
A - Upper Middle Class
B - Middle Class
C1 - Lower Middle Class
C2 - Skilled Working Class
D - Working Class
E - Lowest Level ofSubsistence
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Top 10 Smartphone Apps by Total Minutes by OSEntertainment apps are top for iPhone users
• App Minutes Rank • App Minutes Rank App Minutes Rank
• 1 • Facebook 1 • Spotify 1 • Facebook
• 2 • Spotify 2 • YouTube 2 • Facebook Messenger
• 3 • YouTube 3 • Snapchat 3 • Spotify
• 4 • Facebook Messenger 4 • SoundCloud 4 • YouTube
• 5 • Snapchat 5 • Facebook 5 • WhatsApp Messenger
• 6 • WhatsApp Messenger 6 • Instagram 6 • Google Search
• 7 • Instagram 7 • Google Search 7 • Instagram
• 8 • Google Search 8 • Netflix 8 • LifeStylz TV
• 9 • eBay 9 • Apple News 9 • eBay
• 10 • Gmail 10 • eBay 10 • Gmail
Source: Comscore Mobile Metrix, Dec 2018, UK, Adults 18+
Total
Smartphone
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Smartphone OS: Average Minutes/Day by Age & Gender18-24 iPhone users spend most time on their devices
154
236
161148
126
96
133
173154
188
164 158 152
127 134
174
18+ 18-24 25-34 35-44 45-54 55+ Males:18+
Females:18+
Average Minutes per Visitor per Day by Age: December 2018
Source: Comscore Mobile Metrix, Dec 2018, UK, Adults 18+
ABC1 Female 35-54 iphoneuser with kids
Ave/Day: 161 MinutesSource: ComScore Dec 18
Julie Forey’s iphone
Ave/Day: 167 MinutesSource: Julie Forey’s iPhone w/e 7/2/19
3. The rise of TikTok
UKOM Insights: TikTok
“TikTok is a destination for short-form mobile videos. Our mission is to capture and present the world's
creativity, knowledge, and precious life moments,
directly from the mobile phone. TikTok enables
everyone to be a creator, and encourages users to share their passion and
creative expression through their videos”
UKOM Insights: TikTok
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Biggest Unique Visitor Growth among top 100 mobile apps: Dec 18 v Sep 18TikTok in the top 10 for both % and 000s visitor growth
Source: Comscore Mobile Metrix, Dec 2018, Adults 18+
Please note that ‘mobile’ includes smartphone and tablet app usage combined
81
55
36
35
34
30
24
22
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Amazon Alexa
TikTok - including musical.ly
Samsung Pay
Apple Books
Yahoo Stocks
Amazon Music with Prime
Argos
BBC Weather
IMDb Movies & TV
Spotify
Last 3 month UV % Growth
2,454
1,645
1,611
1,561
1,205
1,142
1,058
928
826
819
Spotify
WhatsApp Messenger
Amazon Mobile
BBC Weather
Amazon Alexa
BBC IPlayer
Samsung Pay
Yahoo Stocks
TikTok - including musical.ly
Amazon Music with Prime
Last 3 month UV (000s) Growth
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TikTok Mobile App UK Unique Visitor Growth – Jan to Dec 20182.3 million UK adults used the TikTok mobile app in December 2018
0
500
1,000
1,500
2,000
2,500
TikTok Mobile App Unique Visitors (000s): UK 18+
Source: Comscore Mobile Metrix, Dec 2018, Adults 18+
Please note that ‘mobile’ includes smartphone and tablet app usage combined
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TikTok Mobile App UK Time Online Growth – Jan to Dec 2018TikTok Total App Minutes continue to increase
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TikTok Mobile App Total Minutes (MM): UK 18+
Source: Comscore Mobile Metrix, Dec 2018, Adults 18+
Please note that ‘mobile’ includes smartphone and tablet app usage combined
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Social and IM Mobile Apps: Average Minutes per Visitor Per Month - UK AdultsAverage monthly time for TikTok App users is similar to leading social networks
Source: Comscore Mobile Metrix, Dec 2018, Adults 18+
Please note that ‘mobile’ includes smartphone and tablet app usage combined
553
424389
301
193 176 174
96 7943
Facebook TikTok -includingmusical.ly
FacebookMessenger
Snapchat Instagram Twitter WhatsAppMessenger
Pinterest Skype LinkedIn
Social and IM Mobile AppsAverage Minutes Per Visitor Per Month: UK Adults, Dec 2018
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