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UK Digital Market Overview

Your monthly snapshot of digital audience trends

If you have any questions, please contact:


Ayaan Mohamud worldpress@comscore.com
Scott Fleming scott.fleming@ukom.uk.net

comScore, Inc.

Proprietary.

Executive Summary
Britons surfing the web via PC remained strong at 44.6m unique users, with video consumption
growing slightly month on month. On-network mobile browsing was the story in April with an overall
month on month increase of almost 3% to 28m with daily visitors increasing 10% to almost 11m.
This months demographic spotlight is on high income households. To a degree, usage reflected what
was happening in the UK at large:
The political category indexed as the most visited content type for the group. Local elections driving
visitation to BBC News Politics, Guardian Politics, HuffPost Politics and AboutMyVote.co.uk in particular.
Broader interest in the economy was also reflected with a strong showing for Economist.com
Interest in family matters was demonstrated with Education-Information being the second most visited
category, with About.com Education, TES.co.uk and UCAS.com all ranking highly within that sector.
Gaming sites such as Valve and community sites such as CraveOnline also reflect the wide scope of
interest within these high income internet users and why its important for media planners to consider all
aspects of this groups usage to extend online campaign touch point opportunities.
Food Retailing is our Multi-Platform spotlight this month and, whilst it is unsurprising to find the major
supermarkets dominate, the extent to which on-network mobile browsing adds to their total audience is;
Tesco added 1.1m unique users to their audience via mobile, reflecting the advantages of offering a
service convenient to the user
Just-Eat achieved a top five position, further demonstrating the increasing usage of mobile in all aspects
of consumers lives and the growing value of convenience when it comes to food.
UMG swapped places with VEVO to become the top UK YouTube partner channel, whilst IODA dropped
out of the top 10 ranking, being replaced by The Orchard.

comScore, Inc.

Proprietary.

Content
UK DIGITAL MARKET OVERVIEW
Top 10 Web Properties

Top 10 Online Video Properties

Top 10 Mobile Properties

DEMOGRAPHIC SNAPSHOT: HH INCOME GROUP 50K+


Top 10 Categories

Top 10 Websites

10

MULTI-PLATFORM AND MOBILE


Mobile Spotlight

12

Incremental Audience via Mobile in Retail-Food Category

13

ONLINE VIDEO HIGHLIGHTS


Top 10 YouTube Partner Channels

15

Methodology

16

About comScore

20

About UKOM

21

comScore, Inc.

Proprietary.

UK DIGITAL MARKET OVERVIEW

comScore, Inc.

Proprietary.

Top 10 Web Properties on PC


44.6 Million Brits Surfed the Web During the Month, 34.6 Million Average Daily Visitors

Google Sites

40,023

Total Unique Visitors (000)

Microsoft Sites

33,174

Facebook

30,167

Yahoo! Sites

24,919

Amazon Sites

24,462

BBC Sites

23,581

eBay

22,454

Wikimedia Foundation Sites

21,369

Glam Media (Incl. Mail Online)

20,755

Apple Inc.

17,027

Source: comScore MMX, April 2013, UK, Age 6+


comScore, Inc.

Proprietary.
*Please note that MMX data accounts for PC browsing only

Apr-13

Top 10 Online Content Video Properties


36.7 Million Video Viewers During the Month, 17.7 Million Average Daily Viewers

Google Sites

31,531

Amazon Sites (Incl. Amazon


Web Services)

20,603

Total Unique Viewers (000)

Facebook

15,668

VEVO

10,855

Viacom Digital

10,694

BBC Sites

9,616

Collective Video

7,514

Vimeo

5,405

AOL, Inc.

5,173

Yahoo! Sites

comScore, Inc.

4,638

Proprietary.

Apr-13

Source: comScore Video Metrix, April 2013, UK, 6+


* Please note that this ranking is for content videos and excludes ad videos and
untagged DRM (digital rights management) content is not currently included

Top 10 On-Network Mobile Properties


28 Million On-Network Mobile Visitors via Browser, 10.8 Million Average Daily Visitors

Google Sites

17,143

Total Unique Mobile Visitors (000)

Facebook

9,122

BBC Sites

6,465

Yahoo! Sites

5,560

Wikimedia Foundation Sites

5,432

Amazon Sites

4,794

Terra - Telefonica

3,948

Glam Media (Incl. Mail Online)

3,909

Microsoft Sites

3,372

Vodafone Group

comScore, Inc.

3,007

Proprietary.

Source: comScore GSMA MMM, April 2013, UK


*Please note that this data includes on-network browsing only

Apr-13

DEMOGRAPHIC SNAPSHOT: HH INCOME 50K+

comScore, Inc.

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Top Categories Visited by Persons with Household Income of 50K+

Index of 100 = Average Internet Audience

Politics & Education Information Popular Amongst High Income Households


Index* for High Income Households (50K+): Likelihood compared to Total Internet Audience
160
140

134

131

130

130

129

128

127

126

123

122

120
100
80
60
40
20
0

Source: comScore MMX, April 2013, UK, 6+,


comScore, Inc.

Proprietary.

**Composition Index = % of Online Visitors by Demographic Segment/% of Total Internet


Users from the Demo Segment x 100; Index of 100 indicates average representation

Top Sites Visited by Persons with Household Income of 50K+


High Income Households are More Likely to Visit Valve Corporation & Wikia
Index* for High Income Households (50K+): Likelihood compared to Total Internet Audience

Valve Corporation

159

Wikia Sites

156

CraveOnline (Evolve Media LLC.)

149

Tumblr.com

148

Future Publishing Limited

148

Federated Media Publishing

148

Spotify

145

Dictionary.com Network

141

ToneMedia

139

Wikihow.com

138

Source: comScore MMX, April 2013, UK 6+


comScore, Inc.

Proprietary.

**Composition Index = % of Online Visitors by Demographic Segment/% of Total Internet


Users from the Demo Segment x 100; Index of 100 indicates average representation.

10

MULTI-PLATFORM AND MOBILE

comScore, Inc.

Proprietary.

Top 10 On-Network Mobile Properties Ranked by % Reach


Browser & App Access Combined, Google Sites Reach 66% of UK Mobile Users

66%

Google Sites

38%

Apple Inc.

34%

Facebook

30%

BBC Sites

21%

Amazon Sites

21%

Yahoo! Sites

19%

Wikimedia Foundation Sites


Microsoft Sites

16%

Terra - Telefonica

15%

eBay

14%

% Reach

Source: comScore GSMA MMM, April 2013, UK


comScore, Inc.

Proprietary.
*Please note that this data includes on-network browsing via app and browser

12

Multi-Platform Usage in the UK Retail-Food Category


Just-Eat Group Extends Reach by 14% When Accounting for Mobile
Incremental Audience (%) via
On-Network Mobile Browsing
9,801

+13%
8,664

5,381

+11%
4,844
+7%

3,271
3,050

1,924

1,852

Tesco Stores

537
ASDA.co.uk

308

220

Sainsburys

+14%

1,887

1,809

731
1,137

+6%

1,651
166 115

Asda Groceries

319

236

Just-Eat Group

Total Digital Population (000)


PC (Web & Video) Unique Visitors/Viewers (000)
Total On-Network Mobile Browsing Unique Visitors (000)
Exclusive On-Network Mobile Browsing Unique Visitors (000)

comScore, Inc.

Proprietary.

Source: comScore MMX Multi-Platform, April 2013, UK, 6+


*Please note MMX Multi-Platform includes PC browsing, PC video streams,
on-network mobile browsing usage

13

ONLINE VIDEO HIGHLIGHTS

comScore, Inc.

Proprietary.

Top 10 YouTube Partner Channels Ranked by Unique Viewers


UMG Overtakes VEVO To Become Most Popular UK YouTube Partner Channel

UMG @ YouTube

10,932

VEVO @ YouTube

10,775

SonyBMG @ YouTube

10,530

Warner Music @ YouTube

9,700

FullScreen @ YouTube

7,317

Outrigger Media - EMI @ YouTube

7,293

The Orchard @ YouTube

6,744

Maker Studios Inc. @ YouTube

6,482

ZEFR @ YouTube

5,920

Base79 @ YouTube

5,511

Total Unique Viewers

Source: comScore Video Metrix, April 2013, UK, 6+


comScore, Inc.

Proprietary.

*Please note this data includes content videos only

15

METHODOLOGY

comScore, Inc.

Proprietary.

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 GSMA Mobile
Media Metrics (MMM) which is pending UKOM approval.
comScore MMX Multi-Platform
This syndicated audience measurement service reports on digital media
usage across platforms computer (laptops, desktops), mobile (feature
phones and smartphones), and video. MMX Multi-Platform measurement
in the UK includes PC browsing, PC video streams and on-network
mobile usage. It currently excludes mobile apps, off-network mobile
usage, mobile video and tablet usage but these will be added throughout
the course of 2013. MMX Multi-Platform incorporates comScore MMX,
comScore Video Metrix and comScore GSMA MMM.
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 most 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:
http://www.comscore.com/Products/Audience_Analytics/MMX

comScore, Inc.

Proprietary.

17

Methodology and Definitions


comScore GSMA Mobile Media Metrics (MMM)

GSMA Mobile Media Metrics (MMM) is a partnership between the


GSM Association (GSMA), comScore, and the UKs 4 mobile
operators: O2, Vodafone, EverythingEverywhere and 3UK. GSMA
MMM aligns the power of connected mobile data with Wi-Fi activity
and demographics to unveil the most powerful view of the who, the
what and the where of mobile web via a secure, industry-audited
process.
The mobile network operators provide irreversibly anonymised censuslevel data for mobile internet usage. Demographic data is ascribed
onto the unique persistent ID for each anonymous user in the operator
data. Wi-Fi usage, not seen in the mobile network traffic, is captured in
server-side logs of media owners and overlaid onto the operator data
to create the most comprehensive view of connected mobile activity in
the UK.
For more information, please visit:
http://www.comscore.com/Products_Services/Product_Index/GSMA_
Mobile_Media_Metrics_MMM
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:
http://www.comscore.com/Products/Audience_Analytics/Video_Metrix

comScore, Inc.

Proprietary.

18

Methodology and Definitions


Census Informed Targets (CIT)
With January 2013 UK data, comScore enhanced its panelist weighting
methodology to leverage insights gained from the comScore Census
Network, through a technique called Census Informed Targets (CIT).
This was introduced as part of the UKOM commitment to control for
behavioural bias in the panel and ensure that comScores panel is a
better representation of UK online behaviours.
With CIT, the consumption intensity controls will now be based on Page
Views as opposed to duration; this is because tag informed Page Views
(or more accurately, census tag hits) is a metric that can be observed
both in the census data, and in the panel.
Due to this methodology change, caution should be taken when making
year to year trend comparisons.

comScore, Inc.

Proprietary.

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, Digital
Business Analytics and Mobile Operator 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

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www.youtube.com/user/comscore

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ABOUT UKOM
UKOMs 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.
UKOMs 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: http://www.ukom.uk.net/

STAY CONNECTED

https://twitter.com/ukomaps
http://www.linkedin.com/company/2374312

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For more information, please visit:


www.comscore.com
http://www.ukom.uk.net

If you have any questions, please contact:


Ayaan Mohamud worldpress@comscore.com
Scott Fleming scott.fleming@ukom.uk.net

comScore, Inc.

Proprietary.

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