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

4

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+

5

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

7

Smartphone App Numbers by Audience Size15 Apps have an audience over 10 million

6

9

++

Source: Comscore Mobile Metrix, Dec 2018, UK, Adults 18+

8

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

10

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 %

11

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

12

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

13

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

17

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

21

20

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

18

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

19

TikTok Mobile App UK Time Online Growth – Jan to Dec 2018TikTok Total App Minutes continue to increase

0

200

400

600

800

1,000

1,200

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

20

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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2017 ???????

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2017

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Questions?