UKOM: Digital Market Overview Q4 2019

Using UKOM approved Comscore data, the DMO shares insights into what the UK Population is doing online by providing a top-line snapshot of audience behaviour each quarter. UKOM has approved Comscore’s multi-platform data which reports audience behaviour across desktop, tablets and smartphones. Key insights for Q4 include:

• Online adults spent on average 3 hours 25 minutes online per day in December 2019. 18-24s spent most time online with 4 hrs 17mins and females spent on average 22 minutes more online than males.

• Including tablets, mobile devices now account for 81% of all minutes despite average visit time being much shorter (8min) compared to visits on desktops (29 mins).

• Platform share of time varies hugely by category. For example, although desktop only account for 19% of minutes, for Autos Manufacturer sites, this is as high as 77%. 

• Unsurprisingly, retail sub-categories witnessed most growth in the last 3 months with jewellery/luxury goods, flowers/gifts/greetings and fragrances/cosmetics all adding more than 2 million visitors, an increase of more than 25%.

• The General Election fuelled growth of the Politics category which added nearly 3 million visitors between October and December.

• The list of properties which added most visitors was also dominated by retailers including high street favourites DSG Retail, Sainsburys, John Lewis, Boots, Next, Tesco and M&S.

• Online publications which saw most growth between Oct and December included Independent.co.uk (+3.2m) and hellomagazine.com (+2.1m).

• Although retail performed well across all devices, app usage is still low for most retailers. Only Amazon Mobile and Argos added significant app visitors in the last 3 months.

• Amazon also saw big increases for other apps – it’s Alexa App grew by 1.5 million and Premier League football is likely to explain Prime Video’s uplift of 1.4 million unique visitors.

• Other apps in the top 200 which added around ½ million unique visitors between October and December included TooGoodToGo, TikTok, Uber and Google Home. ITV’s I’m a Celebrity App also added over 1.3m visitors, building on its November numbers as the show came to a finale.