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comScore, Inc.
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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.
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Content
UK DIGITAL MARKET OVERVIEW
Top 10 Web Properties
Top 10 Websites
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Methodology
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About comScore
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About UKOM
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comScore, Inc.
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comScore, Inc.
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Google Sites
40,023
Microsoft Sites
33,174
30,167
Yahoo! Sites
24,919
Amazon Sites
24,462
BBC Sites
23,581
eBay
22,454
21,369
20,755
Apple Inc.
17,027
Proprietary.
*Please note that MMX data accounts for PC browsing only
Apr-13
Google Sites
31,531
20,603
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
Google Sites
17,143
9,122
BBC Sites
6,465
Yahoo! Sites
5,560
5,432
Amazon Sites
4,794
Terra - Telefonica
3,948
3,909
Microsoft Sites
3,372
Vodafone Group
comScore, Inc.
3,007
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Apr-13
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131
130
130
129
128
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126
123
122
120
100
80
60
40
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Valve Corporation
159
Wikia Sites
156
149
Tumblr.com
148
148
148
Spotify
145
Dictionary.com Network
141
ToneMedia
139
Wikihow.com
138
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10
comScore, Inc.
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66%
Google Sites
38%
Apple Inc.
34%
30%
BBC Sites
21%
Amazon Sites
21%
Yahoo! Sites
19%
16%
Terra - Telefonica
15%
eBay
14%
% Reach
Proprietary.
*Please note that this data includes on-network browsing via app and browser
12
+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
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comScore, Inc.
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UMG @ YouTube
10,932
VEVO @ YouTube
10,775
SonyBMG @ YouTube
10,530
9,700
FullScreen @ YouTube
7,317
7,293
6,744
6,482
ZEFR @ YouTube
5,920
Base79 @ YouTube
5,511
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METHODOLOGY
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comScore, Inc.
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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
www.facebook.com/comscoreinc
www.twitter.com/comScoreEMEA
www.linkedin.com/company/comscore-inc
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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comScore, Inc.
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