comScore-2017年Q2英国网络设备趋势报告（英文）-2017.6-35页-2mb

UK Digital Market Overview – June 2017 Summary

Core Content

This document provides an overview of the UK digital market in June 2017, focusing on multi-platform usage, unique visitors, time spent online, and audience trends across different demographics and categories. It highlights the dominance of Google in the digital landscape and the growing influence of mobile devices.

Main Points

Multi-Platform Usage

• Total Digital Population: 50.4 million unique visitors across desktop and mobile devices in June 2017.
• Desktop Still Dominates: Despite mobile growth, desktop remains the most used platform for accessing the internet.
• Mobile-Only Users:
  • 3.9 million adults are mobile-only.
  • 13% of 25-34-year-olds do not use a desktop.
  • 23% of adults over 55 use desktop/laptop only.
  • Parents are more likely to be mobile-only (14%).

Platform Share of Time Spent

• Smartphones Account for 50% of Online Minutes: Among adults, smartphones now make up half of all online minutes.
• Desktop Usage:
  • 37% of total online time is spent on desktop.
  • Majority of time for Microsoft and Yahoo is on desktop.
• Tablets:
  • 13% of total online time is spent on tablets.
  • TV and news sites have the highest tablet usage.

Top Properties by Unique Visitors and Time Spent

• Top 20 Properties by Unique Visitors:
  • Google leads with 94.9% reach.
  • AOL and Yahoo (OATH) combined reach 32.6 million, with Microsoft products adding to their reach to reach 42.6 million.
• Top 20 Properties by Time Spent:
  • Entertainment, games, music, and social media sites drive the most time spent.
  • Sky, Snapchat, ITV, and AOL added over 300MM minutes between March and June 2017.
• Top Mobile Apps by Unique Visitors:
  • 9 of the top 10 apps are owned by Google or Facebook.
  • Total mobile app users: 33.2 million.
• Top Mobile Apps by Minutes Spent:
  • Spotify, Snapchat, BBC, and Slidejoy are among the top 10 apps by minutes spent.
  • Total mobile app minutes: 111,323MM.

Demographic Trends

• Millennials, Females, and Parents: Spend the most time on mobile devices.
• Females (18+): Spend 69% of their time online on mobile devices, compared to 58% for males.
• Age Group Trends:
  • Smartphone share decreases with age.
  • 55+ adults have the greatest tablet share.
• Social Grade:
  • Higher and lower social grades are least likely to be multi-platform users.
  • 28% of social grade A users only use desktop.

Category Insights

• High Engagement Categories: Entertainment, social media, and games sites have the highest engagement.
• Platform-Specific Usage:
  • Email, IM, Photos: Mostly accessed via smartphone.
  • TV, Movies, Multimedia, Music: Mostly accessed via desktop.
  • News/Information: Mostly accessed via tablet.
• Growth Categories:
  • Politics (News) and Weather experienced significant growth in both unique visitors and minutes spent.
  • Weather Category: Increased due to seasonal trends, with The Weather Company, BBC, and Accuweather leading the gains.
  • Politics Category: Increased due to the General Election, with Guardian and BBC seeing a 3.8 million visitor increase in June 2017.

Methodology and Definitions

• The report uses data from comScore's UKOM-approved products: MMX, Mobile Matrix, and Video Matrix.
• comScore MMX Multi-Platform®: Measures audience across desktop, mobile, and tablet, using panel- and census-based methods.
• comScore MMX®: Provides detailed audience metrics for over 35,000 UK properties.
• comScore Mobile Matrix®: Captures mobile audience behavior across browsers and apps.
• comScore Video Matrix®: Measures video engagement, separating ads and content.

Key Information

• Google's Dominance: Google has the largest online reach at 94.9%, and YouTube alone reaches more than all Facebook properties combined.
• Mobile Growth: Mobile has boosted digital minutes rather than replacing desktop usage.
• Audience Shift: More adults are using mobile devices, but desktop remains the most used platform for access.
• Demographic Differences: Younger demographics and parents are more likely to be mobile-only, while older demographics and higher social grades prefer desktop.
• Category Performance: News and information sites saw significant growth, driven by major events like the General Election and Grenfell Tower fire.

Conclusion

The UK digital market in June 2017 shows a continued shift towards mobile usage, with smartphones accounting for over 50% of online minutes. However, desktop remains the most used platform for internet access. Google dominates the market, while social media and entertainment sites drive engagement. Demographic and social grade differences influence platform preference, with younger and lower social grade users more likely to be mobile-only. The report also highlights the importance of news and information categories, particularly during major events.