5 Internet and online content

UK Communications Market Report 2015

Figure 5.1

1

Note: With the exception of internet, and internet on mobile phone, take-up data, all data relate to the calendar year, meaning that 2015 data are currently unavailable. Source: 1Ofcom consumer research, Q1 each year (2009-2013), then Wave 1 (2014&2015) 2comScore MMX, UK, annual average from reported monthly values; 3IAB/PwC Digital Adspend Study 2009-2014. Note: Caution is advised in comparing values before and after February 2011 because of a change in comScore methodology.

UK internet and web-based content market: key statistics

UK internet and web-based content market 2009 2010 2011 2012 2013 2014 2015

1Internet take-up (%) 73 75 77 79 80 82 85 1Internet on mobile-phone take-up (%) 20 21 32 39 49 57 61 2Monthly active audience on laptop/desktop computers

38.6m 43.1m 42.2m 43.6m 44.6m 45.1m n/a

2Time spent web browsing per laptop/desktop internet user per month (hours)

29.4 30.9 31.5 34.7 34.2 29.8 n/a

3Digital advertising expenditure (£) 3.6bn 4.1bn 4.8bn 5.4bn 6.3bn 7.2bn n/a 3Mobile advertising revenue (£) 38m 83m 203m 529m 1021m 1625m n/a

Figure 5.2

2

Physical storage formats used at home % of respondents

1 3

10 14

12 22 23

28 34

30 39

42 46

66 66

2 3

6 3

11 3

8 8

4 16

25 27

25 11 14

0 10 20 30 40 50 60 70 80 90

Data tape formatZip disks

Floppy disksGames console cartridges

Analogue film/ cinefilm/ photographic negativesBlue-ray discs

Audio cassette tapesVHS video cassettes

VinylRemovable hard disk drive

USB Flash driveMemory card

Built in memory on my deviceDVDs

CDs

Content I have purchased/downloaded Content I have created/curated

Source: YouGov, Attitudes Towards Technology 2015, April 2015 Base: Online UK adults 16+ (2147) Q31. Which of the following do you have at home? Please choose all that apply. Note: ‘Net use’ refers to use for purchased/ downloaded content and/or created/ curated content. The sum of the people who use a particular physical media for content they have purchased, and the proportion who use it for content they have created/curated, double-counts the proportion who do both, and hence the net-use figure reported above is lower.

Net use %

37 32

5 3

27 24

54 38

72 72

56

61

16 21

14

Figure 5.3

3

Use of online storage service % of respondents who answered ‘yes’ when asked if use online data storage services

36

42 44

32 30

0

10

20

30

40

50

Total 16-24 25-39 40-54 55+

Source: YouGov, Attitudes Towards Technology 2015 Base: Online UK adults 16+ (2147), 16 – 24 (279), 25 – 39 (384), 40 – 54 (554), 55+ (930) Q26. Q.26 Do you use online data storage services, such as Dropbox, iCloud or Google Drive for your personal needs?

Figure 5.4

4

Source: YouGov, Attitudes Towards Technology 2015 Base: Online UK adults 16+ who use online data storage services (773), 16 – 24 (126), 25 – 39 (175), 40 – 54 (189), 55+ (283) q29. Which of the following online storage services, if any, do you use for your personal needs?

Claimed use of selected online storage services % of respondents

45 44

29

21

9

50

34

44

24

3

40

45

27

19

7

49 45

27 25

10

46 47

23

17 14

0

10

20

30

40

50

60

Dropbox iCloud GoogleDrive iTunes CloudDrive

Total 16-24 25-39 40-54 55+

Figure 5.5

5

0

2

4

6

8

Apr

-201

3

May

-201

3

Jun-

2013

Jul-2

013

Aug

-201

3

Sep

-201

3

Oct

-201

3

Nov

-201

3

Dec

-201

3

Jan-

2014

Feb-

2014

Mar

-201

4

Apr

-201

4

May

-201

4

Jun-

2014

Jul-2

014

Aug

-201

4

Sep

-201

4

Oct

-201

4

Nov

-201

4

Dec

-201

4

Jan-

2015

Feb-

2015

Mar

-201

5

Dropbox (App) OneDrive ICLOUD.COM MEGA.CO.NZ Box (App) Copy (App)

Source: comScore MMX, UK, home and work panel, April 2013 to March 2015 Entities reported in MMX: Dropbox (App) [M], OneDrive [C], ICLOUD.COM [P], MEGA.CO.NZ [P], Box (App) [M], Copy (App) [M]. Note: Services may include other websites and apps e.g. for mobile uploads, apart from those identified above.

Use of selected online storage services on desktop and laptop computers Unique audience (millions)

Figure 5.6

6

Types of content stored on online storage services % of respondents

74

44

24 22 21 18 17 14 10 9 6

0

20

40

60

80

Pho

tos

I hav

e ta

ken

Doc

umen

ts I

have

crea

ted

mys

elf

Mus

ic I

have

purc

hase

d

Vid

eos

I hav

e ta

ken

Per

sona

l offi

cial

docu

men

ts w

hich

rela

te to

me

or m

yfa

mily

App

s I h

ave

purc

hase

d /

dow

nloa

ded

Em

ails

and

oth

erco

rres

pond

ence

with

indi

vidu

als

eBoo

ks /

onlin

epu

blic

atio

ns I

have

purc

hase

d /

dow

nloa

ded

Mus

ic I

have

crea

ted/

mix

edm

ysel

f

Gam

es I

have

purc

hase

d /

dow

nloa

ded

Film

s an

d TV

prog

ram

mes

I ha

vepu

rcha

sed

Source: YouGov, Attitudes Towards Technology 2015 Base: Online UK adults 16+ who use online data storage services (773), 16 – 24 (126), 25 – 39 (175), 40 – 54 (189), 55+ (283) Q27. What types of content/media do you use online data storage for?

Figure 5.7

7

Source: YouGov, Attitudes Towards Technology 2015, April 2015 Base: Online UK adults 16+ who use online data storage services (773), 16 – 24 (126), 25 – 39 (175), 40 – 54 (189), 55+ (283) q34. Thinking about why you use online storage, which of the following statements, if any, apply to you?

Reasons for using online data storage % of respondents

46 45

39

32

25 23 22 19 18 17 15

45 49

41

29 27

22 23 19

22 20

15

53

46

30 34

25

18

24

17

24

15 12

41 39 43

30 27 25

22 18

15 16 17

45 48

45

33

24 29

21 20

11

19 17

0

10

20

30

40

50

60

Do

not w

ant t

o lo

sean

y da

ta

Can

acc

ess

my

cont

ent f

rom

any

com

pute

r/dev

ice

Add

ition

al b

ack

up

to P

C’s

/lapt

op’s

ha

rd d

rive

Mor

e ea

sily

sha

reph

otos

, mus

ic a

ndvi

deo

clip

s

Ext

erna

l/PC

har

ddr

ives

can

be

dest

roye

d,da

mag

ed o

r los

t

Viru

ses

coul

dda

mag

e th

e da

taan

d I c

ould

lose

info

rmat

ion

Ther

e’s

not e

noug

h m

emor

y in

my

com

pute

r/dev

ices

The

stor

age

site

sar

e ve

ry re

liabl

e

I hav

e a

lot t

o st

ore

My

data

is v

ery

safe

The

stor

age

site

sar

e af

ford

able

Total 16-24 25-39 40-54 55+

Figure 5.8

8

Source: YouGov, Attitudes Towards Technology 2015 Base: Online UK adults 16+ who use online data storage services (773), 16 – 24 (126), 25 – 39 (175), 40 – 54 (189), 55+ (283) q36. Now thinking about levels of trust of online storage, which of the following statements, if any, apply to you?

Concerns about online storage % of respondents

44

37

28

18

6 3 1 1

15 11

46

39

24

13

7 2 3 2

9 13

43

35

29

14

7 5 2

0

15 12

43

35

27

18

4 2

0 1

20

8

44 41

30

24

5 1 1 2

13 12

0

10

20

30

40

50

I wou

ld e

nsur

epa

ssw

ords

for

acco

unts

are

stro

ng

I wou

ld n

ot p

utco

nfid

entia

lin

form

atio

n/co

nten

t in

onlin

e st

orag

e

I wor

ry a

bout

priv

ate

data

bei

ng h

acke

d

I wou

ld o

nly

put

conf

iden

tial

info

rmat

ion/

cont

ent

on in

built

mem

ory/

exte

rnal

har

d dr

ive

I’ve

cut b

ack

on

onlin

e st

orag

e us

e be

caus

e of

ha

ckin

g/pr

ivac

y fe

ars

I hav

e co

nsid

ered

chan

ging

my

onlin

est

orag

e pr

ovid

erbe

caus

e of

hack

ing/

priv

acy

fear

s

I hav

e be

en u

nabl

e to

acce

ss c

onte

nt s

tore

dpr

evio

usly

due

tocl

osur

e/ba

nkru

ptcy

of

serv

ice

Oth

er

Non

e of

thes

e

Don

’t kn

ow

Total 16-24 25-39 40-54 55+

9

% of respondents ranking content type as 1st, 2nd or 3rd most important out of 12

3

5

5

8

8

12

22

25

32

35

43

72

0 20 40 60 80

Other

Games I have purchased / downloaded

Films and TV programmes I have purchased

Music I have created/ mixed myself

eBooks / online publications I have…

Apps I have purchased / downloaded

Music I have purchased

Emails and other correspondence with…

Videos I have taken

Personal official documents which relate to…

Documents I have created myself

Photos I have taken

Source: YouGov, Attitudes Towards Technology 2015 Base: Online UK adults 16+ who use online data storage services (773), 16 – 24 (126), 25 – 39 (175), 40 – 54 (189), 55+ (283) q28_6. Thinking about the types of media that you would like to save or keep, which of the following are the most important to you? Please rank them in order, with the most important first. 1 being most important and 10 being least important.

Figure 5.9 Importance of keeping content

Figure 5.10

10

% of respondents

13 10 9 8 7

52

21 16 16

9 10 12

38

25

14 12 10 8 10

49

21

14

8 9 8 7

54

17

10 7 7 8

4

58

21

0

10

20

30

40

50

60

Hav

e us

ed s

oftw

are

orha

rdw

are

tool

s to

conv

ert d

igita

l con

tent

from

one

form

at to

anot

her

Una

ble

to a

cces

s di

gita

lco

nten

t as

I did

not

have

com

patib

leso

ftwar

e or

app

to o

pen

and

use

the

cont

ent

Una

ble

to a

cces

s di

gita

lco

nten

t as

I cou

ld n

olo

nger

read

the

phys

ical

med

ia e

.g. f

lopp

y di

scdu

e to

dis

c re

ad e

rrors

Whe

n st

orin

g di

gita

lco

nten

t I c

onsi

der t

heir

long

term

long

evity

whe

n m

akin

g de

cisi

ons

as to

how

I sa

ve a

ndst

ore

the

cont

ent

Una

ble

to a

cces

s di

gita

lco

nten

t as

my

devi

cedi

d no

t hav

e a

driv

e/ca

rd/c

artri

dge

capa

ble

of re

adin

g th

eph

ysic

al m

edia

form

at

Non

e of

thes

e

Don

't kn

ow

Total 16-24 25-39 40-54 55+

Source: YouGov, Attitudes Towards Technology 2015 Base: Online UK adults 16+ (2147), 16 – 24 (279), 25 – 39 (384), 40 – 54 (554), 55+ (930) q40. Which of the following statements applies to you?

Digital preservation challenges and awareness

Figure 5.11

11

Source: YouGov, Attitudes Towards Technology 2015, April 2015 Base: Online UK adults 16+ who use online data storage services (773), 16 – 24 (126), 25 – 39 (175), 40 – 54 (189), 55+ (283) Q39. Have you taken any of the following steps to safeguard your data/content?

Actions taken to safeguard continued access to content % of respondents

26

14 13

8 7 5

29

9

27

12

7 9 8

4

26

19

35

10 7 7 8 8

29

8

20 18

14 11

6 4

32

6

21

15

22

7 7 4

29

7

0

10

20

30

40

It is

not

som

ethi

ng I

have

thou

ght a

bout

I hav

e sa

ved

my

pass

wor

ds o

nm

yP

C/la

ptop

/tabl

etet

c.

I hav

e w

ritte

n m

ypa

ssw

ords

dow

nan

d to

ldso

meo

ne w

here

to fi

nd th

em

I hav

e gi

ven

my

pass

wor

ds to

afri

end/

fam

ilym

embe

r

I hav

e sh

ared

the

cont

ent w

itha

fam

ily m

embe

r

I hav

e sa

ved

the

cont

ent i

n an

area

whe

re it

can

be a

cces

sed

with

out

pass

wor

ds

Non

e of

thes

e

Don

’t kn

ow

Total 16-24 25-39 40-54 55+

Figure 5.12

12

Source: Ofcom Technology Tracker. Data from Quarter 1 of each year 2005-2013, then Wave 1 2014-2015. Base: All adults aged 16+ (n=3756). Note 1: “Internet on mobile” is the % of adults who use a mobile phone for any of the following activities: Instant messaging, Downloading Apps or programs, email, internet access, downloading video, video streaming, visiting social networking sites. Note 2: From Q1 2009 the ‘Internet’ figure includes those who access the internet on mobile phones. QE2: Do you or does anyone in your household have access to the internet/World Wide Web at home (via any device, e.g. PC, mobile phone etc)? QE9: Which of these methods does your household use to connect to the Internet at home? Note 3: Mobile broadband is connecting a device using a USB stick or dongle, or built-in connectivity in a laptop or netbook or tablet computer with a SIM card

Household internet access: 2005 to 2015 Proportion of adults (%)

60 60 64 67 73 75 77 79 80 82 85

31 41

52 58

68 71 74 76 75 77 80

65 65 67 72 72 73 78

20 21 32

39 49

57 61

12 15 17 13 5 8 6

0

20

40

60

80

100

2005 Q1 2006 Q1 2007 Q1 2008 Q1 2009 Q1 2010 Q1 2011 Q1 2012 Q1 2013 Q1 2014 W1 2015 W1

Internet

Totalbroadband

Fixedbroadband

Internet onmobile

Mobilebroadband

Figure 5.13

13

Source: Ofcom Technology Tracker. Data from Q1 2007-2013, wave 1 2014-2015 Base: Wireless router take-up - adults aged 16+ with a broadband connection at home. From 2009 this is based on fixed broadband connections only. QE28(QE35): Do you or anyone in your household use a fixed wireless internet connection at home (Wi-Fi)?

Wireless router take-up in broadband homes: 2007 to 2015 Use within broadband households (%)

34 44

52

66 75

85 89 93 95

0

20

40

60

80

100

Q1 2007 Q1 2008 Q1 2009 Q1 2010 Q1 2011 Q1 2012 Q1 2013 W1 2014 W1 2015

66 65 54 47

38 34 28 20 20 8

5 3 0

20

40

60

80

Smartphone

Laptop Tablet Gamesconsole

VODSTB

Desktop E-reader* Portablegamesconsole

SmartTV

Netbook HDMIdevice

SmartWatch*

Year-on-year difference +5 +2 +10 +/-0 +/-0 -1 +4 -4 +9 +/-0 +1 N/A

Figure 5.14

14

Source: Ofcom Technology Tracker, W1 2015 Base: Adults aged 16+ n = 3756 Note: IP-enabled devices include laptop, games console (Xbox 360, PS3, Wii/Wii U), desktop PC, smartphone, portable games console (Nintendo DS range, PlayStation Portable/Vita), VOD STB (all Virgin TV customers, Sky+ HD, BT TV, TalkTalk TV and YouView), e-reader, tablet, netbook, smart TV, and HDMI device (Roku, Chromecast, Now TV). *E-reader and Smart Watch take-up stated here is per household while elsewhere in the report we state figures by individual take-up. Smart Watches were not included in the survey prior to 2015.

Ownership of internet-enabled devices Household take-up (%)

Figure 5.15

15

Source: Ofcom Technology Tracker, W1 2015 Base: Adults aged 16+, AB n = 828, C1 n = 1120, C2 n = 781, DE n = 1026 Note: Ranked by overall household ownership

Take-up of internet enabled devices by socio-economic group Proportion of adults (%)

72 78

66

44 42 47

38

19 26

13

2 3

71 73

58 50

38 34 32

25 21

9 3 5

63 60 52 50

40 35

25 21 18

7 3 3

56

45 37

43

29 21

14 16 14

3 2 2 0

20

40

60

80

100

Smartphone

Laptop Tablet GamesConsole

VODBox

Desktop E-reader PortableGamesConsole

SmartTV

Netbook USB TVdevice

SmartWatch

AB C1 C2 DE

Figure 5.16

16

Source: Ofcom Technology Tracker, W1 2015 Base: 16-24 n = 514, 25-34 n = 606, 35-54 n = 1189, 55+ n = 1447 Note: Ranked by overall household ownership

Take-up of internet-enabled devices, by age Proportion of adults (%)

90

73

60

75

37 35 27 28

21

10

1 6

87

68 61 64

37

23 30

26 22

6 4 5

80 76

64 63

46 39

34 29 27

12

3 4

32

48

37

17

30 35

21

6 12

5 1 1

0

20

40

60

80

100

Smartphone

Laptop Tablet GamesConsole

VODBox

Desktop E-reader PortableGamesConsole

SmartTV

Netbook USB TVdevice

SmartWatch

16-24 25-34 35-54 55+

Figure 5.17

17

11 14 11 15

4

15 6

24 27 28 33

11

31

16

44 49 51 53

28

51

35

54 60 61 64

37

62

44

0

20

40

60

80

Total 16-24 25-34 35-54 55+ ABC1 C2DE

2012 2013 2014 2015

Source: Ofcom Technology Tracker. Data from Quarter 1 of each year 2012-2013, then Wave 1 2014-2015 Base: All adults aged 16+, 2012=3772, 2013=3750, 2014=3740, 2015=3756 QE1: Does your household have a PC, laptop, netbook or tablet computer?

Tablet computer ownership, by age and socio-economic group: 2012-2015 Household take-up (%)

Figure 5.18

18

10.0 10.0 12.0

14.0 15.0 14.0 12.0

7.0

4.0 2.0 1.0 0.1 0.0

0

25

50

75

100

0

5

10

15

20

None One Two Three Four Five Six Seven Eight Nine Ten ElevenTwelven number of different devices

Own n no. of devicesOwn at least n no. of devices

Number of different internet-enabled devices per household, Q1 2015 Proportion of households(%)

100 89 78 65 52 38 24 14 7 2.5 0.7 0.1

Source: Ofcom research, Q1 2015, Base: Adults aged 16+ n = 2673 Note: IP-enabled devices include laptop, games console (Xbox 360, PS3, Wii/Wii U), desktop PC, smartphone, smartwatch, portable games console (Nintendo DS range, PlayStation Portable/Vita), VOD Box (all Virgin TV customers, Sky+ HD, BT Vision, TalkTalk TV and YouView), e-reader, tablet, netbook, smart TV and HDMI device.

Figure 5.19

19

Device ownership, by number of different internet-enabled devices in the household

Proportion of households that own device (%)

0%

20%

40%

60%

80%

100%

1 2 3 4 5 6 7 8Number of different internet-enabled devices in household

Laptop

Smartphone

VOD Box

Games console

Tablet

Desktop PC

E-reader

Portable gamesconsoleSmart TV

Netbooks

HDMI

Source: Ofcom research, Q1 2015, Base: Adults aged 16+ with at least one IP-enabled device n = 2411 Note: IP-enabled devices include laptop, games console (Xbox 360, PS3, Wii/Wii U), desktop PC, smartphone, smartwatch, portable games console (Nintendo DS range, PlayStation Portable/Vita), VOD Box (all Virgin TV customers, Sky+ HD, BT Vision, TalkTalk TV and YouView), e-reader, tablet, netbook, smart TV and HDMI device.

Figure 5.20

20

33 32 34 60

46 31

10 25 31 37 41

30 31 29

21 25

33

36 32

35 28 25

19 17 22 11

17 22

22 23

19 19 15

14 17 11 4 8 11 27

17 12 13 14

0%

20%

40%

60%

80%

100%

UK

Mal

e

Fem

ale

16-2

4

25-3

4

35-5

4

55+

AB C1

C2

DE

Gender Age group Social group

Other

Desktop

Tablet

Laptop

Smartphone

Source: Ofcom Technology Tracker, W1 2015 Base: All adults aged 16+ who use the internet at home or elsewhere (n = 3095 UK). QE11(QE40): Which is the most important device you use to connect to the internet, at home or elsewhere? “Other” responses include: “Netbook”, “Games console”, “Other device”, “None” and “don’t know”.

Most important device for internet access Internet users (%)

Figure 5.21

21

47.5 45.1

36.4

0

10

20

30

40

50

Digital audience Laptop and desktop audience Mobile audienceSource: comScore MMX, UK, home and work panel, March 2015; comScore MMX-MP, UK, March 2015; comScore MoMX UK, March 2015. Note: ‘Digital audience’ is the unique audience across desktop/laptops and mobile. Mobile audience includes Android smartphones and iOS smartphones and tablets. Only those entities that have been tagged as part of the census network report Android tablet usage data.

Active internet audience: March 2015 Million

Figure 5.22

22

88.9

58.6

31.3

0

20

40

60

80

100

Total digital audience All smartphones (browser &app combined)

Laptop and desktops

Average time spent online: March 2015 Hours

Source total digital audience: comScore MMX-MP, UK, March 2015, (bases include ages 6+ for desktops/laptops, 18+ for mobile devices; Source all smartphones: comScore MoMX, UK, 18+, March 2015. Source laptops and desktops: comScore MMX, home and work panel, UK, 6+, March 2015; Note: All smartphones, includes iPhones and Android handsets, browser and application use.

Figure 5.23

23

37.9

6.5

31.3

41.1 42.2 40.0

32.4 33.3

6.2

27.5

34.6 36.9 37.2

27.2

0

10

20

30

40

50

Adults (18+) 6-14 15-24 25-34 35-44 45-54 55+

MaleFemale

Source: comScore MMX, home and work panel, March 2015 Note: Time spent online is a measure of time spent browsing web pages on laptop and desktop computers only. It excludes time spent accessing other media such as audio or video content.

Average time online on a laptop/desktop, by age and gender: March 2015 Hours

Figure 5.24

24

55.7

69.9

60.2 61.4

51.7

37.8

61.6

76.8 75.6 68.9

43.0 42.6

0

20

40

60

80

Adults (18+) 18-24 25-34 35-44 45-54 55+

MaleFemale

Source: comScore MoMX, March 2015. Browser and application access combined. Note: Includes Android and iOS smartphones

Average time online on a smartphone, by age and gender: March 2015

Hours

Figure 5.25

25

Source: Ofcom Technology Tracker. Data from Q1 of each year 2008-2013, then wave 1 2014-2015 Base: All adults aged 16+ (5812 in 2008, 6090 in 2009, 9013 in 2010, 3474 in 2011, 3772 in 2012, 3750 in 2013, 3740 in 2014, 3756 in 2015). QE2/ QE24 – Do you or does anyone in your household have access to the internet / World Wide Web at home (via any device)?/ How likely are you to get internet access at home in the next 12 months?

Internet take up and intentions: 2008 - 2015 Adults (%)

65 70 73 76 79 80 82 85

6 5

5 4 4 3 2

2

8 3 4 3 2 2 2

1 21 22 17 17 15 14 14 12

0%

20%

40%

60%

80%

100%

2008 2009 2010 2011 2012 2013 2014 2015

Don't intend to get

Don't know if willget

Likely to get innext 12 months

Internetconnection athome

Figure 5.26

26

41

25 19 18 18 17

44

25 18 16 15 15

46

23

15 22 20

13

44

22 17

21 20

12

0

10

20

30

40

50

Don't need it Don’t want a computer

Don't haveknowledge /

skills

Too expensive Too old to useinternet

Likely to get innext year

2012

2013

2014

2015

Source: Ofcom Technology Tracker. Data from Q1 2012-2013, wave 1 2014-2015 Base: All adults without the internet aged 16+ (n=681) QE31(QE25A): Why are you unlikely to get internet access at home in the next 12 months?

Main reasons for not having a home broadband connection Proportion of those without broadband (%)

Source: Ofcom research, fieldwork carried out by Saville Rossiter-Base in October to November 2014 Base: Adult internet users aged 16+ who do not go online at home or elsewhere (281) IN12 Which, if any, of the following do you think would be the main advantages to you of being online? Can you think of any other advantages for you personally in being online? (prompted responses, multi-coded)

27

Figure 5.27 Perceived advantages of being online among internet non-users

14

34

2

3

5

6

9

11

22

52

Don't know

ANY OF THESE ADVANTAGES

Finding a job or course to do

Watching TV programmes or films or playing games online

Finding out about and applying for social services orcompleting government processes

Being more independent/ less dependent on other peopleto do things for me like booking things or ordering things

Getting the best deals and saving money

Staying in touch with people, making free phone/ videocalls, share photos

Finding information quickly (for example about news,weather, sport, hobbies health etc.)

I don't think there are any advantages to me being online %

28

Source: Ofcom Technology Tracker, wave 1 2015 Base: All adults aged 16+ who use the internet at home or elsewhere (n = 3095 UK) QE5. Which, if any, of these do you use the internet for?

7 11 12

10 16

12 14

21 23

14 25

31 37

44 46

32 68

72 95

6 9

12 15

12 21 19

12 14

24 17

15 17

12 15

30 15

13 2

13 20

24 25

28 33 33 33

37 38

42 46

54 56

61 62

83 85

97

0% 20% 40% 60% 80% 100%

Streaming audio servicesListening to radio

Uploading/ adding content to internetTrading/auctions

Finding/ downloading info for collegeUsing local council/ Government websites

Downloading musicPlaying games

Watching short video clipsFinding health information

Finding/ downloading info for workInstant messagingTV/ Video viewing

Using social networking sitesBanking

Purchasing goods/servicesSending and receiving email

General surfing/browsingAny

Used in the past week

Use less often

Figure 5.28 Claimed use of the internet for selected activities

Adults (%)

Use of the internet by SMEs

29

42 57 59

62 69

72 74

83 89

97

0 10 20 30 40 50 60 70 80 90 100

Taking orders for goods onlineLooking for general business advice

Looking for advice on regulationPaying for goods/services via BACS

Company websiteUsing HMRC services

Online bankingOrdering goods and services online

Web accessEmail

Source: Ofcom research. Fieldwork April – June 2014 QA10a: Which if any of the following internet applications does your organisation use for business purposes? Base: All with fixed internet (Total n=1267, 1-4 n=471, 1-9 n=737, 10-49 n=301, 50-249 n=229).

Top ten internet applications for SMEs

SMEs with fixed internet (%)

Figure 5.29

30

46 41 40

37 37 33 31

28 28 27

0

10

20

30

40

50

Google Sites Facebook BBC Sites MicrosoftSites

AmazonSites

Yahoo Sites eBay Mail Online /Daily Mail

Sky Sites Apple Inc.

Source: comScore MMX Multi-Platform, UK, March 2015 All sites listed are at the property level [P]. Please note MMX Multi-Platform includes laptop/desktop browsing, laptop/desktop video streams, on-network and Wi-Fi mobile browsing and app use. Note: Starting with July 2013 data, comScore added tablet data to the mobile data field of MMX MP. Only those entities that have been tagged as part of the census network report tablet usage data.

Top ten most popular internet properties among the digital audience: March 2015 Unique audience (millions)

Figure 5.30

31

2.85

3.02

3.22

4.90

5.52

7.98

8.01

9.52

34.16

51.04

0 10 20 30 40 50 60

Sky Sites

Amazon Sites

NETFLIX.COM

eBay

Yahoo Sites

Microsoft Sites

Apple Inc.

BBC Sites

Google Sites

Facebook

Source: comScore MMX Multi-Platform, UK, March 2015 Note: All sites listed are at the property level. Time spent online is a measure of time spent laptop/desktop webpage browsing and on-network and Wi-Fi mobile browsing and application data. It excludes time spent accessing audio content.

Top ten comScore properties among the digital audience, by time spent Total Minutes (billions)

Figure 5.31

32

Source: App Annie Index https://www.appannie.com/indexes/all-stores/rank/overall/?month=2015-03-01&country=GB

Most popular app downloads March 2015

App Company 1 WhatsApp Messenger Facebook

2 Facebook Facebook

3 Facebook Messenger Facebook

4 YouTube Google

5 Crossy Road HIPSTER WHALE

6 Instagram Facebook

7 Skype Microsoft

8 Snapchat Snapchat

9 Spotify Spotify

10 Candy Crush Soda Saga King

App ranking by number of downloads in UK - iOS and Google Play Combined

Figure 5.32

33

39.6

17.3 14.0

32.0

13.4 11.7

21.7

6.3 3.7

0

10

20

30

40

50

Google Search [C] Bing [C] Yahoo Search [C]

Digital Audience Desktop/laptop Total Mobile

Source: Source: comScore MMX Multi-Platform, comScore MMX, comScore MoMX, UK, March 2015 MMX Multi-Platform includes laptop/desktop browsing, laptop/desktop video streams and mobile use. ‘Total mobile’ includes Android smartphones and iOS smartphones and tablets. Only those entities that have been tagged as part of the census network report Android tablet usage data.

Audience of search engines: March 2015 Unique audience (millions)

Figure 5.33

34

40.7

21.6 20.7 20.2 14.1

9.4 6.1

0.2 0

10

20

30

40

50

Facebook Twitter Linkedin Google+ Instagram Pinterest Myspace FriendsReunited

GroupSource: comScore MMX-MP, UK, April 2015 Note: Entities cited from comScore MMX Multi-Platform: FACEBOOK.COM [M], TWITTER.COM [P], LinkedIn [P], Google Plus [C], INSTAGRAM.COM [M], PINTEREST.COM [P], MySpace [P], Friends Reunited Group [P]. MMX Multi-Platform includes laptop/desktop browsing, laptop/desktop video streams and mobile use. Mobile use includes Android smartphones and iOS smartphones and tablets. Only those entities that have been tagged as part of the census network report Android tablet usage data.

Digital audience of social networking services: April 2015 Unique audience (millions) and reach as % total digital audience

86% 46% 44% 43% 30% 20% 13% 1%

Figure 5.34

35

31.1

9.7

5.4 2.6

0.7

30.0

10.4 9.1 5.1

1.9 0.9

29.0

10.6 8.7 8.4

0.6 0.4

30.1

9.1 8.9 8.6

0.3 0.2 0

10

20

30

40

Facebook Twitter Linkedin Google+ Myspace FriendsReunited Group

Apr-12 Apr-13 Apr-14 Apr-15

Source: comScore MMX, UK, home and work panel, April 2012 to April 2015. Note: Entities cited from comScore MMX: FACEBOOK.COM [M], TWITTER.COM [P], LinkedIn [P], Google Plus (2012-2014), Google + [C] (2015), MySpace [P], Friends Reunited Group [P]

Unique audience of selected social networking websites on laptop/desktop computers: April 2012 to 2015 Unique audience (millions)

Figure 5.35

36

40.7

21.6 20.7 20.2

14.1

9.4

30.1

9.1 8.9 8.6

3.7 4.7

30.5

16.2 15.4 14.2 11.1

5.9

26.0

11.8 9.6 10.3

8.6

4.0

19.7

7.0 9.1

3.4 2.9 2.4

22.0

7.3

1.2

7.6 7.2

2.3

0

10

20

30

40

50

FACEBOOK.COM TWITTER.COM Linkedin Google+ INSTAGRAM.COM PINTEREST.COM

Total Digital Population Desktop & laptopMobile (Browser & App Combined) Smartphones (Browser & App Combined)Smartphones (Browser) Smartphones (App)

Source: comScore MMX home and work panel, MMX-MP, MoMX UK, April 2015. Note: Mobile devices include iOS and Android smartphones, iPads. Android tablets included for tagged entities. Entities cited include FACEBOOK.COM [M], TWITTER.COM [P], Linkedin [P], Google+ [C], INSTAGRAM.COM [M], PINTEREST.COM [P]. ‘Mobile’ includes Android smartphones and iOS smartphones and tablets and Android tablets. Only those entities that have been tagged as part of the census network report Android tablet usage data. ‘Smartphones’ includes iOS and Android smartphones.

Unique audience of selected social networking services, across devices: April 2015 Million

Figure 5.36

37

41.5

12.2

6.3 4.4 2.4 2.1 2.0

24.9

2.5 2.9 0.6 1.0 1.3 1.5

27.1

2.7 3.3 1.6 0.2 1.1 0.3 0

10

20

30

40

50

YOUTUBE.COM [M] Vimeo [P] DAILYMOTION.COM[P]

VINE.CO [M] MSN Video [S] TWITCH.TV [P] Yahoo Screen [C]

Digital Audience Laptop & desktop audience Mobile Audience

Source: comScore MMX, UK, home and work panel, comScore MMX-MP, UK and comScore MoMX, UK. All March 2015. Note: MMX Multi-Platform includes laptop/desktop browsing, laptop/desktop video streams and mobile use. Mobile audience includes Android smartphones and iOS smartphones and tablets. Only those entities that have been tagged as part of the census network report Android tablet usage data.

Unique audience for selected online video sharing services: March 2015 Unique audience (millions) and active reach %

87% 55% 74% 26% 6% 7% 13% 6% 9% 9% 1% 4% 5% 2% 0% 4% 3% 3% 4% 3% 1%

Figure 5.37

38

0

2

4

6

8

10

12

14

Apr-2014 May-2014 Jun-2014 Jul-2014 Aug-2014 Sep-2014 Oct-2014 Nov-2014 Dec-2014 Jan-2015 Feb-2015 Mar-2015

YouTube Facebook Vine Yahoo Dailymotion Vimeo MSN

Source: comScore MobiLens. All users 13+

Claimed use of video on mobile phones

Audience (millions)

Figure 5.38

39

Source: YouGov, Attitudes Towards Technology 2015, April 2015 Base: Online UK adults 16+ (2147), 16 – 24 (279), 25 – 39 (384), 40 – 54 (554), 55+ (930), Male (1018), Female (1129) q4. Have you done any of the following in the past week?

Gaming activities carried out in the past week % of respondents

38

26

11 7 6 6

54

33

21 17 16

19

46

22

16

10 7 7

37

22

12

6 5 4

25 29

3 2 1 2

34 31

18

10 9 10

41

22

6 4 2 3

0

10

20

30

40

50

60

Play any game on amobile phone and or

tablet

Play any game on adesktop/laptop

computer

Play any game on agames console

connected to a TV set

Play games which are more than 10 years old

(‘retrogaming’)

Played a stand-alonegame with other

people via the internete.g. multiplayer on a

games consoleconnected to a TV set

(online multiplayer)

Play a stand-alonegame with other

people via the interneton a desktop or laptop

computer (onlinemultiplayer)

Total 16-24 25-39 40-54 55+ Male Female

Figure 5.39

40

Source: YouGov, Attitudes Towards Technology 2015, April 2015 Base: Online UK adults 16+ (2147), 16 – 24 (279), 25 – 39 (384), 40 – 54 (554), 55+ (930), Male (1018), Female (1129) q4. Have you done any of the following in the past week?

Watching and streaming games footage in the past week % of respondents

7

3 1 1

22

10

4 5

8

4 2 2

4

1 1 0

2 0 0 0

9

4

2 2

5

1 1 1 0

5

10

15

20

25

Watched other people playvideogames /computer games viaa non-gaming specialist video site

Watched online footage of otherpeople playing games via a

dedicated gaming service e.g.Twitch.TV

Streamed or uploaded footage ofmyself playing games on acomputer and or console

Taken part or attended (either in person or online) a video/computer

game tournament (this is sometimes called ‘e-sports’)

Total 16-24 25-39 40-54 55+ Male Female

Figure 5.40

41

0

1

2

3

4

5

Apr

-201

3

May

-201

3

Jun-

2013

Jul-2

013

Aug

-201

3

Sep

-201

3

Oct

-201

3

Nov

-201

3

Dec

-201

3

Jan-

2014

Feb-

2014

Mar

-201

4

Apr

-201

4

May

-201

4

Jun-

2014

Jul-2

014

Aug

-201

4

Sep

-201

4

Oct

-201

4

Nov

-201

4

Dec

-201

4

Jan-

2015

Feb-

2015

Mar

-201

5

Steam (App) [M] Origin (App) [M] GOG.COM [P]

Source: comScore MMX, UK, home and work panel, April 2013 to March 2015

Unique visitors to selected games platforms on desktop and laptop computers

Unique audience (millions)

Figure 5.41

42

1.9

2.4

2.3

2.4

2.9

6.5

8.4

8.5

18.5

21.1

2.6

2.9

3.6

3.4

3.9

4.6

5.7

7.9

19.9

21.6

4.0

4.7

5.3

5.3

6.1

9.8

12.7

14.1

28.2

32.1

0 10 20 30 40

Debenhams

Asos

Next

John Lewis

Marks and Spencer

Asda

Tesco

Argos

eBay Sites

Amazon

Digital Audience Desktops & laptops Mobile Audience

Source: comScore MMX Multi-Platform, comScore MMX, comScore MoMX UK, March 2015. Note: MMX Multi-Platform includes laptop/desktop browsing, laptop/desktop video streams and mobile use. Mobile use includes Android smartphones and iOS smartphones and tablets. Only those entities that have been tagged as part of the census network report Android tablet usage data. comScore dictionary entities used were Amazon [M], eBay Sites [M], Argos [M], TESCO.COM* [M], Asda [M], MARKSANDSPENCER.CO [M], NEXT.CO.UK [M], ASOS.COM [M], DEBENHAMS.COM [M], John Lewis [M] * Indicates that the entity has assigned traffic to certain pages in the domain to other entities

Digital audience of selected online retail services: March 2015

Unique audience (millions)

Figure 5.42

43

5

17

19

21

22

25

25

6

18

20

22

23

26

26

0 5 10 15 20 25 30

Mobile payments POS

Found coupons or deals

Checked product availability

Researched product features

Compared product prices

Purchased goods or services

Found store location

Mar-15Mar-14

Source: comScore MobiLens, UK, 3 month averages ending March 2014 and March 2015 Base: Mobile internet users 13+

Mobile retail activities conducted by mobile internet users: March 2014 and March 2015 Mobile internet users (%)

Figure 5.43

44

3

3

5

15

22

36

3

4

6

18

24

37

0 5 10 15 20 25 30 35 40

Scanned QR/bar code for mobile POS payment

Used NFC-enabled device/sticker for mobile POSpayment

Mobile Payments POS

Credit Cards

Electronic Payments/Money Transfer

Bank Accounts

Mar-15Mar-14

Source: comScore MobiLens, UK, 3 month averages ending March 2014 and March 2015 Base: mobile internet users 13+

Selected mobile payments and financial services activities conducted by mobile internet users: March 2014 and March 2015 Mobile internet users (%)

85%

46%

39%

39%

30%

21%

20%

6%

3%

1%

72%

34%

46%

21%

29%

23%

29%

5%

2%

5%

93%

56%

23%

46%

21%

18%

6%

6%

3%

0%

Television

Newspapers

Any internet or apps*

Radio

Internet or apps on a computer/ laptop/netbook/ tablet

Word of mouth

Internet or apps on a mobile

Magazines

Interactive TV, TV apps

None of these / Don’t follow news

All UK16-2455+

News consumption, by platform and age: 2015

% of adults in UK

Source: Ofcom Technology Tracker, W1 2015 Base: All adults aged 16+ (3756). QN1: Which of the following do you use for news nowadays? *Any internet or apps; aggregate of all internet devices.

Figure 5.44

45

Figure 5.45

46

1.4

3.5

4.2

6.4

7.8

10.0

10.3

14.7

12.7

14.1

18.5

19.6

2.1

5.1

5.3

7.7

9.8

12.8

14.4

18.4

19.0

21.0

24.5

27.8

0 5 10 15 20 25 30

THESUN.CO.UK

VICE.COM

HUFFINGTONPOST.CO.UK*

ITV News

METRO.CO.UK

BUZZFEED.COM

INDEPENDENT.CO.UK

MIRROR.CO.UK

TELEGRAPH.CO.UK

The Guardian

DAILYMAIL.CO.UK

BBC News

Total digital auidenceMobile audience

Source: comScore MMX-MP and MoMX, UK, March 2015. MMX Multi-Platform includes laptop/desktop browsing, laptop/desktop video streams and mobile use. Mobile includes Android smartphones and iOS smartphones and tablets. Only those entities that have been tagged as part of the census network report Android tablet usage data. Entities Note: comScore dictionary entities used were BBC News [C], DAILYMAIL.CO.UK [M], The Guardian [P], TELEGRAPH.CO.UK [M], MIRROR.CO.UK [C], INDEPENDENT.CO.UK [P], BUZZFEED.COM [P], METRO.CO.UK [M], ITV News [M] HUFFINGTONPOST.CO.UK* [C], VICE.COM [M], THESUN.CO.UK [C]. * Indicates that the entity has assigned traffic to certain pages in the domain to other entities

Audience and reach of selected news services Unique audience (million) / reach (%)

59% 54% 52% 51% 44% 39% 40% 35% 39% 40% 30% 28% 27% 27% 21% 21%

5% 4%

11% 10%

11% 12%

16% 18%

Figure 5.46

47

14

17

18

18

20

21

24

26

0 10 20 30

Streamed or created and uploaded online a video you have madewhich is about (or relevant to) the area in which you live/work

Watched a video about or concerning your local area on any otherwebsite or app

Watched a video with hyperlocal content on a general online videoservice (e.g. YouTube, Vimeo)

Watched a video with hyperlocal content on social media (e.g.Facebook, Twitter)

Watched a video about or concerning your local area on awebsite/app of a local newspaper, local radio or other TV broadcaster

Used a catch-up service (e.g. iPlayer, ITV/STV/UTV Player) to watcha regional news programme about your area

Used any other website or app dedicated to area

Used a website or app from a TV channel, newspaper or radio stationdedicated to area

Source: YouGov, Audio visual consumption survey 2015, May 2015 Base: Online UK adults 16+ (2114), q. q39_rc. We’d now like to ask about ‘hyperlocal’ content. This means news or content services pertaining to a town, village, single postcode or other small, geographically defined community. In relation to the area where you currently either live or work (or have done in the past) have you

Use of online media for local area % respondents

Figure 5.47

48

2,961

4,766

655

202

575

1,019

1,835

3,616

4,911

7,194

0 1000 2000 3000 4000 5000 6000 7000

Cinema

Radio

Out of home

Direct Mail

Press brands

TV

Internet

Non-DigitalDigital

Source: AA/Warc Expenditure Report, April 2015 Note: ‘Press brands’ is a consolidation of magazine brands and national and regional news brands. Total digital advertising spend is double-counted in digital TV spend (broadcaster VOD revenue), and in press brands’ digital spend.

UK advertising expenditure: 2014 Expenditure (£ millions)

Figure 5.48

49

Source: IAB / PwC Digital Adspend Study 2008-2014 Note: ‘Content and native advertising’ was included as a new format for 2014; before this the revenue would have sat elsewhere within display (e.g. sponsorships).

Digital advertising expenditure, by type: 2008 - 2014 £ millions

697 772 1,050 1,280 1,479 1,825 2,274 1,942 2,097 2,245

2,708 3,087

3,471 3,773

713 658 718

759 818

882 1,047

3,364 3,559 4,097

4,822 5,448

6,258

7,194

0

2000

4000

6000

8000

2008 2009 2010 2011 2012 2013 2014

OtherClassifiedsPaid for searchDisplay

Figure 5.49

50

Source: IAB / PwC Digital Adspend Study 2008-2014

Digital display video advertising revenue £ millions

12 28 53 105

178 288

410

12

20

16

21

1

11

12 28 53

118

200

310

442

0

100

200

300

400

500

2008 2009 2010 2011 2012 2013 2014

Video otherSocial VideoPre-post roll

Figure 5.50

51

Source: IAB / PwC Digital Adspend Study 2011 – 2014 .

Mobile advertising expenditure: 2011 - 2014 £ millions

137 365

581 837 153

424

769

19

203

529

1,021

1,625

0

500

1000

1500

2000

2011 2012 2013 2014

OtherDisplaySearch