Main UKOM Contacts


UK Online Measurement (UKOM) is the industry body that sets and governs the industry standard for UK online audience measurement. UKOM exclusively endorses five audience measurement products from comScore: MediaMetrix, MobileMetrix, VideoMetrix, MediaMetrix Multi-Platform and VideoMetrix Multi-Platform. 

UKOM is updating the source for UK online universe estimates for all the comScore products that it endorses from the previous National Readership Survey (NRS) to the new Audience Measurement for Publishers (AMP) study, which is run for PAMCO by Ipsos MORI. The new universe estimates will take effect with comScore’s October release of September data and with this upgrade comScore delivers on its commitment to UKOM to use the AMP study data as the basis for deriving UK online universe projections.

In order to take into account device fragmentation and, over recent years, the subsequent changes in consumer cross-platform online access at home and at work, the AMP study contains additional questions of a more granular nature. These enhance the accuracy of differentiation between home and work online access, better identify solus device users and reduce the overlap between pc and mobile penetration.

The data from the new enumeration survey generates different universes from the previous survey data for total UK digital population, desktop (home and work) population and total mobile (smartphone and tablet) population. 

Beta data runs suggest the following changes will be seen in September data delivered in October:

  • Total UK digital population = 47,938,178 (-5.1% vs August) 
  • Total UK Desktop (home & work) population = 37,425,487 (-19.6% vs August)
  • Total UK Mobile (smartphone & tablet) population = 36,994,439 (+1.8%)

So, while more precise AMP measurement slightly increases the mobile universe, it also more significantly reduces the desktop PC user base – especially solus at work PC use. The net result is a c.5% drop in total digital population.

UKOM is committed to ensuring that the products it endorses are enhanced whenever possible to be the best they can be at any given time, and these universe changes will mean that UKOM does not recommend the use of trend data from previous months without clear acknowledgement of the new universe.

At the same time as the universe changes UKOM have also endorsed changes to the comScore mobile measurement technology and methodology which include enhancements or improvements to:

a) Panel measurement of iOS to include secure traffic

b) Panel measurement of iOS to include browser attribution

c) Removal of ‘notification traffic’ on iOS

d) Panel measurement of Android to include all Android OS versions and embedded browser

If you have any queries please contact ian.dowds@ukom.uk.net or your comScore account representative. 

Download the full press release here.

STOP PRESS - comScore has also released a comprehensive FAQ document explaining the technical details and impacts of the changes in depth. This can be downloaded here.

UKOM has released a series of Insight Examples using comScore's Video Metrix Multi-Platform (VMX MP) audience measurement product, which recently received development endorsement status from the UKOM technical board.

Read more or download the whole VMX MP Video Insight Examples Sept 2017 .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.

Following a stringent four month examination by UKOM’s technical board, the comScore VMX MP product - available to view at https://www.comscore.com/Products/Audience-Analytics/Video-Metrix-Multi-Platform - recently received endorsement at development level from UKOM’s executive board.

This evolution of UKOM endorsed products means that it can now supply insight on:

  • total, incremental and unduplicated viewership across smartphone, tablet and desktop
  • age and gender demographic across screens
  • how engagement differs across platforms to help buyers plan and sellers optimise their monetisation strategies

Currently the VMX MP data features companies who have their audio-visual content measured by comScore, and have therefore tagged or provided a robust data passback. UKOM hopes that the importance of mobile video across the industry will encourage more partners to come on board, as YouTube have done, and so benefit from the depth of insight available.

VMX MP Data for July shows that mobile devices dominated consumption of YouTube for 18+ year olds, accounting for 79% of all videos viewed and 74% of video minutes.  In addition to the total viewing, VMX MP also provides data on YouTube Channels.

As an example, the data on YouTube for two of their music channel partners – Warner Music and Vevo – reveals some surprising insights on the viewing of 18+ adults:

  • Ed Sheeran was the most popular artist on the Warner Music YouTube channel in July – 20.9m videos of Sheeran performing were seen by over 4m adults with each viewer watching for 13.5 minutes in total, an average of 2.8 minutes per video.
  • In contrast, on the Vevo YouTube Channel, musician and producer DJ Khaled was the most viewed artist in July. 17.6m DJ Khaled videos were seen by 4.3 million viewers across PC and mobile devices. 
  • The Manchester Arena bombing on May 22 appears to have had an impact on viewing of Ariana Grande’s music as the number of her videos viewed more than doubled from 5m in April 2017 to 10.5m in June.

Ian Dowds, CEO of UKOM, said: “At a time when all eyes are on the importance of  multi-platform audience measurement, we want to ensure our users have the best possible understanding of the UK’s online population from an independent industry-backed source. Adding mobile video to the UKOM portfolio is an important part of the strategy.”

 

For press enquiries:

Ian Dowds, CEO, UKOM
ian.dowds@ukom.uk.net
+44 (0)7900 226 880
@UKOMAPS
http://www.ukom.uk.net

Download the full press release here.

The online animated ads – “Chaos” and “Wild West” – use provocative questions, illustrations and cartoons to engage viewers around awareness of the UKOM brand.

The campaign addresses the fact that it is often said there are no standards on online audience measurement when in fact UKOM was set up by agencies, publishers and clients in 2009 to address issues arising from the availability of multiple sources of online audience data.

“The campaign is designed to break the cycle of negative thinking about online audience measurement. It underlines our role as the standard-setting body for online audience measurement,” said Ian Dowds, CEO of UKOM.

“UKOM is unafraid to champion standards in online audience measurement,” said Jon Mew, CEO of the Internet Advertising Bureau (IAB). “This campaign embodies that spirit with provocative creative.”

The ads will appear in targeted B2B publications and UKOM is also planning a series of presentations to increase engagement and brand awareness.

 

For press enquiries:

Ian Dowds, CEO, UKOM
ian.dowds@ukom.uk.net
+44 (0)7900 226 880
@UKOMAPS
http://www.ukom.uk.net

Download the full press release here.

The role of social media sites in breaking news and influencing readers has never been greater and few would disagree that it had a big part to play in the recent UK General Election.  It’s no secret that the print newspaper industry is struggling as paid news is on the decline – especially among younger audiences.  Fake news has also hit the headlines in the last year as the vast reach of social media sites facilitates widespread distribution of uncorroborated stories in minutes. This month, UKOM looks at the significance of traditional news brands in the online lives of young audiences.

Read more or download the whole 18-24s and Traditional News Brands .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.

It’s no secret that the print newspaper industry is struggling as paid news is on the decline – especially among younger audiences.  Fake news has also hit the headlines in the last year as the vast reach of social media sites facilitates widespread distribution of uncorroborated stories in minutes. This month, UKOM looks at the significance of traditional news brands in the online lives of young audiences.

Read more or download the whole 18-24s and Traditional News Brands .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.

JUNE 2017

Over 50 million users accessed the internet via their desktop, smartphone and tablet devices in June 2017

  • Smartphone share of online minutes is back up to 50% - last witnessed in December 2016
  • Parents spend a greater share of their time online (57%) on smartphones compared to non-parents (47%) but share continues to be highest among young adults (63% for 18-24s)
  • Two categories grew significantly for both time online and visitors in June: Politics & Weather.
  • The UK General Election contributed to the uplifts for the Politics category since March which grew by 36% in terms of unique visitors and 33% for time online. Reach increased by 13% points between May and June 2017 alone. This uplift was similar to the previous General Election in May 2015 (+ 15.5% pts) but much lower than Brexit in June 2016 (+26% pts) The Guardian & BBC were the major beneficiaries - both adding 3.8 million visitors to their politics news channels in election month.
  • Britain had its hottest day for 40 years on 21st June and the heatwave helped drive increases to weather sites and apps which saw visitor numbers up 65% compared to March.
  • The main UK news sites also witnessed big gains as major stories (General Election, Terrorist attacks and Grenfell Tower) dominated headlines. However, the overall category didn’t increase as the US titles e.g. USA Today, Washing Post & NY Times all had lower visitor numbers than March, as consumers turned their attention to events closer to home. 

Read more or download the whole UKOM Digital Market Overview - June 2017 .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.

Over 50 million users accessed the internet via their desktop, smartphone and tablet devices in June 2017.

  • Smartphone share of online minutes is back up to 50% - last witnessed in December 2016
  • Parents spend a greater share of their time online (57%) on smartphones compared to non-parents (47%) but share continues to be highest among young adults (63% for 18-24s)
  • Two categories grew significantly for both time online and visitors in June: Politics & Weather.
  • The UK General Election contributed to the uplifts for the Politics category since March which grew by 36% in terms of unique visitors and 33% for time online. Reach increased by 13% points between May and June 2017 alone. This uplift was similar to the previous General Election in May 2015 (+ 15.5% pts) but much lower than Brexit in June 2016 (+26% pts) The Guardian & BBC were the major beneficiaries - both adding 3.8 million visitors to their politics news channels in election month.
  • Britain had its hottest day for 40 years on 21st June and the heatwave helped drive increases to weather sites and apps which saw visitor numbers up 65% compared to March.
  • The main UK news sites also witnessed big gains as major stories (General Election, terrorist attacks and Grenfell Tower) dominated headlines. However, the overall category didn’t increase as the US titles e.g. USA Today, Washing Post & NY Times all had lower visitor numbers than March, as consumers turned their attention to events closer to home.

Read more or download the whole UKOM Digital Market Overview - June 2017 .pdf here.

 

 

To find out more about UKOM Insights, please email insight@ukom.uk.net.

April 2017 was the site’s peak month to date when nearly 3 million adults in the UK were looking for or posting rentals on the site according to UKOM approved comScore data. Seasonality over the last couple of years suggests the audience is set to increase during the coming months as people book last minute trips over the summer. So how does Airbnb’s current consumer usage compare to the travel accommodation sector? 

Read more or download the whole Airbnb .pdf here.

Airbnb has disrupted the travel lodgings sector since it burst on the scene offering short term holiday lettings. April 2017 was the site’s peak month to date when nearly 3 million adults in the UK were looking for or posting rentals on the site according to UKOM approved comScore data. Seasonality over the last couple of years suggests the audience is set to increase during the coming months as people book last minute trips over the summer. So how does Airbnb’s current consumer usage compare to the travel accommodation sector?

The graph below shows that across the year the monthly number of people visiting hotel & holiday rental websites fluctuates between around 15 and 19 million. Typically, November and December are the lowest months with January and the summer (July and August) being the peak months.

 

 

Read more or download the whole Airbnb .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.

On Thursday 8th June 2017, the UK once again takes to the polls for the 3rd successive year. It’s unusual to have three major political votes in quick succession but that’s good news for UKOM as it means we can look at what happened in previous years to anticipate what may happen next month.  If data from the last General Election and Brexit is anything to go by, the traditional newspaper titles could be set for some big uplifts online…

Read more or download the whole Online Newspapers .pdf here.

On Thursday 8th June 2017, the UK once again takes to the polls for the 3rd successive year. It’s unusual to have three major political votes in quick succession but that’s good news for UKOM as it means we can look at what happened in previous years to anticipate what may happen next month.  If data from the last General Election and Brexit is anything to go by, the traditional newspaper titles could be set for some big uplifts online…

 

 

Read more or download the whole Online Newspapers .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.

MARCH 2017

Over 50 million users accessed the internet via their desktop, smartphone and tablet devices in March 2017.

  • After peaking at 50% in December, smartphone’s share goes back to pre-Xmas levels and now stands at 48% of all online minutes.
  • Nearly 4 million adults don’t use a PC and are now mobile only. 9% of the UK population are mobile only but this is higher among younger audiences and parents.
  • Compared to December 2016, predictably the retail category declined most in terms of unique visitors (-14%). Toys, Jewellery and Fragrance retailers saw the biggest % declines. Sites selling ecards also saw a 68% drop in visitors.
  • Major categories which witnessed big time online gains in March compared to December 2016 included Property (+67%), Education (63%) and Career services (+63%) with Rightmove, Zoopla and Indeed performing well. Linkedin also experienced an 87% increase in time online as many people started the New Year looking to change their work and living arrangements. 
  • Property (+17%) and Career (+23%) sites were also in the top 5 for unique visitor growth, but the Automotive sector showed the biggest uplift with a 25% increase in audience between December and March 2017.
  • Platform’s share of time online continues to differ dramatically by content & category – 92% of time spent on Automotive Manufacturer sites is spent on a PC/laptop whereas for job search sites 94% of time is spent on smartphones.

Read more or download the whole UKOM Digital Market Overview - March 2017 .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.

On 30th March 2017 UKOM presented an overview of 2016 Platform Insights at the IAB research breakfast.  The deck is a summary of some of the key themes UKOM uncovered in 2016 focusing primarily on how platform usage differs by demographics and content. It can be downloaded here.

 

 

To find out more about UKOM Insights, please email insight@ukom.uk.net.

Using approved comScore data, UKOM - the official body that measures UK online behaviour - shows that nearly half (48%) of adults' internet time is now spent on smartphones, compared to 38% on desktops/laptops and 14% on tablets (Jul - Dec 2016 data). IAB UK analysis meanwhile shows that, as a result, mobile ad budgets increased 51% to £3.87bn and mobile now accounts for 38 pence in every £1 spent on internet ads.

 

 

This data is based on an average figure from July – December 2016 in the UK. It is updated every six months. 

Read the full IAB UK press release here

What to expect?

  • Seven stars of our industry will each deliver 5-minute insights on our theme. No selling from the stage, just provocative discussion with some of the industry’s finest. When did they stand up for their principles and what was the outcome, the learning for their career?
  • A whistle-stop update on UKOM’s developments and challenges 
  • A chance to mix with colleagues from agencies, media owners and UKOM stakeholders, from the AOP, IAB, IPA and ISBA
  • A gorgeous afternoon tea on arrival and drinks afterwards 

 

Our speakers:

Neville Thurlbeck

Our opening speaker is the former News of the World journalist who kept a low profile when pursuing scoops but found himself in the spotlight when the phone-hacking scandal was exposed by the Guardian in 2009.

Next, a stellar line-up of industry stars will offer short, sharp perspectives on our theme:

 

 

 

Tara Austin, creative strategy director, Ogilvy & Mather
Fergus Campbell
, head of PR, Gumtree
Matt Cory
, MD of Spark, Telegraph Media Group
Martin Greenbank
, head of advertising research & development, Channel 4
Andrew Labbett
, head of digital investment, Goodstuff Communications
Sophie Maunder-Allan
, CEO, VCCPme
Richard Shotton
, deputy head of evidence, Manning Gottlieb OMD

 

Where?

Ham Yard Hotel

Soho

London

W1D 7DT

Date & times

Mon 27 November 2017

14:30 - 16:30

Afternoon tea from 14:00
Drinks afterwards to 18:00

Please register here by November 6, as we expect tickets to go fast.

It’s Mothers’ day on Sunday so this week UKOM is taking a quick look at mums’ behaviour online. UKOM has often cited how smartphones account for the majority share of females’ time online but how does having children at home also impact platform usage?  By comparing time online for females aged 25-54 with and without kids at home, UKOM uncovers a couple of interesting insights namely that 1) smartphones’ share of minutes is higher among mums and 2) mums spend more time than their childfree counterparts accessing entertainment and social media content on their smartphones and a lot less time on dedicated news channels.

Read more or download the whole Mums Online .pdf here.

It’s Mothers’ day on Sunday so this week UKOM is taking a quick look at mums’ behaviour online. UKOM has often cited how smartphones account for the majority share of females’ time online but how does having children at home also impact platform usage?  By comparing time online for females aged 25-54 with and without kids at home, UKOM uncovers a couple of interesting insights namely that 1) smartphones’ share of minutes is higher among mums and 2) mums spend more time than their childfree counterparts accessing entertainment and social media content on their smartphones and a lot less time on dedicated news channels.

 

 

Read more or download the whole Mums Online .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.

Latest UKOM approved comScore data shows that in December 2016, three quarters (74%) of online adults are now multi-platform – that is they use both a laptop or desktop AND a mobile device – either a smartphone or tablet – to access the internet.  The remainder access via either desktop only (16%) or mobile only (10%).  The theory that large swathes of Britons are deserting the desktop in favour of mobile devices does not seem to stack up. comScore data over the last 2 years shows that desktop audiences and time online is flat. However, although most of the UK adult online population is not in a rush to abandon the desktop, the 4 million who are currently ‘mobile only’ is not an insignificant number. This month UKOM asks – Who is the ‘mobile only’ audience?

 

 

Read more or download the whole The ‘Mobile Only’ Audience .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.

January is one of the busiest times of year for people looking for love online and the digital dating brands have been in the news this week giving singletons all types of advice. Tinder revealed wearing glasses can reduce your chance of a right swipe and it’s best to smile with your teeth showing.  Match informed us that 9pm is the best time to log on and that males view more profiles than females. Who kicks off the New Year looking for love and how much time do they spend searching for their perfect partner. Based on behaviour this time last year, UKOM explores the personals category

 

 

Read more or download the whole Online Personals .pdf here

To find out more about UKOM Insights, please email insight@ukom.uk.net.

  • Uber’s heavy use amongst London media agency staff does not reflect the national picture.
  • In October 2016 Uber’s app and website had 2.5 million unique visitors, an increase of over 40% since January this year
  • 3.4 million UK adults were still playing Pokémon Go in October 2016, down from a peak of nearly 10 million in July.
  • Although the Pokémon Go audience has dropped by two-thirds, the average time spent among those who still use it is high – average time per user went up from 297 minutes (almost five hours) in July to 442 minutes (over 7 hours) in October 2016.
  • Today, older audiences who play Pokémon Go today spend longer using the app. The average time spent on Pokémon Go for 18-24s in October was only 301 minutes compared to 548 minutes among 35+ - could this be because younger audiences started using it earlier so have found all the Pokémon?

 

 

Read more or download the whole Uber & Pokémon Go .pdf here

To find out more about UKOM Insights, please email insight@ukom.uk.net.

If you didn’t manage to grab a deal on Black Friday or if you aren’t organised enough even to think about Christmas shopping until December, then you are not alone. UKOM-approved comScore data from the holiday season last year suggests that not everyone has all their Christmas shopping sewn up by Black Friday. This month UKOM identifies the ecommerce categories which see usage peak in December.

 

 

Read more or download the whole Last Minute Christmas Shopping .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.

  • 93.1% or 39.4m online adults used a social network in September 2016
  • Facebook is still by far the most popular site in terms of visitor numbers among all age groups
  • Snapchat’s audience is the most skewed towards youth with nearly three quarters aged under 35. Over 50% of 18-24s use Snapchat compared to less than 1 in 5 adults.
  • Snapchat, Instagram and Pinterest are seeing the fastest growth, particularly among 35+ audiences (Q3 2016 v Q1 2016)
  • As social networks become more mature so does their audience. Younger audiences may be quick to try new social platforms but are not in a rush to abandon the ones they have already built up

 

 

Read more or download the whole Social Networks: Changing Profiles .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.

The answer - they all turned 55 in 2016.  UKOM-approved comScore data for August 2016 shows that UK internet users aged 55+ now generate a fifth of all adults’ time online.  Furthermore, anyone who was in their 30s and started using the web 20 years ago will now be in their fifties. This month UKOM explores the online behaviour of the 55+ audience and focuses on differences and similarities versus the adult internet population.

 

 

Read more or download the full UKOM 55+ Insights .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.

With less than 100 sleeps to go before the big red man comes down the chimney, UKOM felt it was a good time to take a look at festive trends in the toy sector by exploring comScore data from 2015. Whilst more women visited toy websites than men in the run up to Christmas, those men who did look at toy sites online spent a lot longer on them.  UKOM explores key audience trends for the toy category and uncovers some interesting insights. 

 

 

Read more or download the full Xmas toy shopping .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.

The digital media industry – including UKOM – has spent a good deal of time over recent months focusing on the growth of the smartphone market and, in UKOM’s case, specifically on how and why mobiles are taking the lion’s share of time online. In July 2016 only 38% of adults' internet time was spent on PCs and laptops. However, smartphones and tablets don’t dominate uniformly across all content and this month UKOM identifies categories where the PC/laptop still dominates and hypothesises as to why the platform may still be preferred for certain types of content.

 

 

Read more or download the full PC/laptops still key for some categories online .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.

Talking about the weather is said to be a British national pastime. In 2010 a survey for Kate Fox’s book ‘Watching the English’ revealed that 90% of Brits had discussed the weather in the last six hours.  Furthermore, a study by British Airways in 2014 among 1000 Americans cited ‘talking about the weather’ as one of the attributes they most commonly associate with us Brits.  So are we really obsessed with the weather or do we just like talking about it? UKOM investigates…

 

 

Read more or download the full Are Brits really obsessed with the weather? .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.

Voting for the EU referendum finally takes place on Thursday so UKOM takes a quick look at the politics category online. What happened to the online audience during the Scottish Referendum in 2014 & the UK General Election in 2015? Can we learn anything from previous events? Whether you are for or against Brexit, UKOM uncovers some interesting insights…

 

 

Read more or download the full How major votes impact consumption of political news online .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.

The 10th June sees the start of UEFA’s Euro 2016 Football Championships in France. The UK is well represented this year with England, Wales and Northern Ireland all competing but who are the favourites to win?  If you fancy having a flutter you would be well advised to put your money on France, Germany, Spain, England or Belgium based on the latest odds from the top UK online gambling sites. 

UKOM industry standard and development level approved data from comScore shows that online gambling attracted 51% of all UK online adults in April 2016 – that’s 21.6 million. UKOM explores this audience...

 

 

Read more or download the full Euro 2016 – Are online bookies set to cash in? .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.

Last month the IAB UK released their latest advertising spend figures which showed that mobile advertising has grown 61% year-on-year to £2.6bn. The latest UKOM multi-platform data from comScore shows that mobile (tablet + smartphones) accounts for the lion’s share (56%) of time spent online by the UK adult population. Furthermore, smartphones in their own right now account for more minutes online than the desktop. In April 2016, 28.9m UK adults used a smartphone to access the internet accounting for 44% of their time online. The desktop only accounts for 42% of UK adults’ time online, despite reaching 38.7m, 10m more - so which audiences are driving smartphone time online?

 

 

Read more or download the full Smartphones - How women are driving time online .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.

UKOM welcomes Pritchard outlining principle no.2 (from 11’30” in the video – link below) that is “required to do business on a level playing field: accredited 3rd party measurement verification.” Pritchard’s message is explicit: P&G have been “making big dollar bets that need objective validated measurement to ensure [P&G] are getting the viewability, the audience, the reach and the frequency [they] are paying for” and he continues “regardless of how much we trust and respect the people from whom we buy media, we need an objective and impartial judge to perform measurement.”

 

You can watch the full speech here: https://www.youtube.com/watch?v=NEUCOsphoI0.

Over 50 million users accessed the internet via their desktop, smartphone and tablet devices in December 2016. Key highlights include:

  • Share of minutes to mobile devices (smartphones + tablets) continued to increase. They now account for two-thirds of adults’ time online, with smartphones alone generating 50% of all minutes.
  • There is a strong relationship between age and platform usage – 65% of online time among 18-24s is via a smartphone and this decreases with increasing age to only 31% for 55+s.
  • Despite mobile taking the lion’s share of minutes, the desktop still has higher adult online reach (90%) compared to smartphones (70%) and tablets (47%).
  • 1 in 10 adults are now mobile only but this is higher among females (12%) than males (7%).
  • Google’s total audience increased by 5% to 95.9% of the UK online population between September and December.  Google shopping (+1.5m) and Youtube (+2.3m) contributed to this uplift.
  • Snapchat enters the top 10 for total ‘time spent’ among adults – visitors spend on average nearly 6.5 hours per month on the social networking site.
  • Predictably, retail sites dominated the top 10 growth sites in December with Home Retail Group (Argos) being the main beneficiary - up by 4.5 million unique visitors compared to September. Dixons, Tesco, Debenhams and John Lewis also added over 3 million users.

Read more or download the whole UKOM Digital Market Overview - December 2016 .pdf here.

UKOM approved comScore data shows that in 2016, January was the peak month for visitors to online dating sites with over 8.9 million adults or 21.5% of the UK adult online population visiting the personals category. By January 3rd this year, said to be the biggest day for the sector, Worldpay had already reported big increases in the volume of payments to online dating agencies compared to the weeks running up to Christmas so it looks like once again January will be a bumper month.

Who kicks off the New Year looking for love and how much time do they spending searching for their perfect partner?  Based on behaviour this time last year, UKOM explores the personals category. 

 

 

To read more, download the whole Online Personals .pdf here

To find out more about UKOM Insights, please email insight@ukom.uk.net.

I can think of a number of things that are not particularly fashionable to talk about in digital media these days but right up there (or down there, depending on your perspective) is the need for rigour and discipline in the approach to definitions, statistics and the referencing of sources of information for those delivering it, or the need to adjust the value of information relative to its source, for those receiving it.

“150 million people saw this on X [our site/platform]. That’s about as many as watched the last World Cup Final!”

To be fair, I paraphrase (but not much). To be fairer, it was a pretty good video. To be very fair, it was made by a strong presenter who gave a good presentation that I enjoyed immensely. So what was wrong with that one statement that I heard pronounced on a stage last week at a high profile and highly respectable digital conference? Well, I have some questions and observations for the presenter that are relevant for anyone dishing out or on the receiving end of facts, statistics, opinions and claims.

150 million people saw it. Says who? I don’t know. No source was given. If they are your own numbers then say so. It does not mean I will refuse to believe you. It does mean I will put a mental asterisk by the statistic. According to Wikipedia the acronym MRDA is an abbreviation for Mandy Rice-Davies Applies, and is ‘the internet slang for "well he would say that, wouldn't he?" It is used to indicate scepticism of a claim due to the obvious bias of the person making the claim.’* I think that this is an abbreviation that should be adopted industrywide, to be officially and unapologetically used wherever there is an absence of a credible independent source.

Did you even mean 150 million people saw it or did you actually mean that it was seen 150 million times? I’ve watched Matthew Le Tissier’s 1994 goal against Blackburn Rovers about 150 million times**, but I am definitely only one person.

Did you mean the video has been seen in its entirety or do you mean that the ‘start’ button has been pushed? Or something in between? Or perhaps it was auto-play?

In referencing the World Cup Final you compare the video to what is great shorthand for ‘absolutely massive audience’ but is also an event that lasts, give or take, about 2 hours. Did your video reach its claimed audience in the same timeframe? Probably not, but I don’t know, because you didn’t give me your timeframe. I see Susan Boyle’s BGT audition on YouTube (that once famous-for-being-a-whopping-big-number statistic) now has more than 200 million views***. Then again, it has taken more than seven years as opposed to two hours.

You favourably compare the claimed 150 million audience of the video to what is widely acknowledged to be one of the biggest global TV events. You are wrong to. FIFA’s own figures are that in- and out-of-home TV viewing of 1 minute or more of the 2016 World Cup Final exceeded 1 billion people. In-home viewing of 20 minutes or more reached 695 million people globally. But hold on; those are FIFA’s own numbers, and we all know about FIFA’s glib approach to numbers don’t we?! Actually Kantar Media produce those numbers**** because even FIFA knows that it has to use independent, recognized and rigorous sources for their numbers (well their TV viewing anyway, I couldn’t possibly comment on any other FIFA numbers!).

The presenter last week threw out another unrelated statistic as a fact. I won’t say exactly what it was referring to but the number given was 10%. The actual source of the data says 30%. That’s very wrong.

In the Q&A at the end of the session I corrected a couple of the errant statistics (including the 30% not 10% one) before asking my question. Another panel member stated, light-heartedly, “uh-oh, the stat checker’s in the room.” Now, I can be dull about a broad range of things, some of which I will apologise for, including Glenn Hoddle’s woeful treatment of Matt Le Tissier in ignoring him for England’s 1998 World Cup squad. I would much rather not have to be the dullard about digital media statistics, the need for clear definitions and the discipline of source referencing. I promise I don’t do it very often. But I might have to start to do it more and I will request that more people do the same. Because it matters.

I spoke to the presenter off stage at the end. I said truthfully that I had honestly enjoyed most of the deck. We laughed and I apologized for singling any individual out, because, in truth I could have called out, for similar ill-discipline, any one a large number of presenters I have seen at events throughout this year.

It is not glamorous but we owe it to ourselves and to all currently in the media and advertising industry, whether with four decades of experience or four months, along with those yet to join this fascinating, challenging and rewarding business, to reinstate some fundamental discipline around definitions, statistics and sources. Am I wrong?

REFERENCES:

*Source: https://en.wikipedia.org/wiki/MRDA_(slang) accessed 25/10/15

**Source: Ian Dowds, watched on DVD between 1994 and 2016. Number is a rough estimate which has been exaggerated for effect. You can see the goal here https://www.youtube.com/watch?v=pbMAKr6s08Q , where, as of 25/10/16 it been seen about 2,000 times (BUT not necessarily by 2,000 people.) 

***Source: Youtube https://www.youtube.com/watch?v=RxPZh4AnWyk accessed 25/10/15

**** http://resources.fifa.com/mm/document/affederation/tv/02/74/55/57/2014fwcbraziltvaudiencereport(draft5)(issuedate14.12.15)_neutral.pdf accessed 25/10/15

 

Download the full Enough is enough, it's time to reinstate some fundamental discipline.pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.

The Facebook video viewing measurement debacle has had the advertising industry up in arms, perhaps unsurprisingly. I myself have made disgruntled sounds for others to bite on, but does all this sound and fury signify anything?

Some industry commentators think the issue has been overblown. The "average duration of video viewed" metric, they say, is just one of many and not necessarily a very important one for many advertisers, compared with CPA or overall campaign ROI. This may be true, but it rather misses the point.

Facebook's "math" mistake was not only unfortunate and embarrassing, it served as a reminder that no one is independently verifying Facebook's claimed audience numbers. This should be a source of great concern to all advertisers.

Read more on the MediaTel website here.

Experts, marketing or otherwise, have an awful record of predictions. Philip Tetlock, a psychologist at the University of Pennsylvania, ran a 20 year study that analysed 82,361 forecasts from 284 experts. He found that their predictions were as likely to be wrong, as right. In his memorable phrase, the average pundit fared no better than 'a dart-throwing monkey'.

It’s not just that these marketing predictions misguide us. There’s also an opportunity cost. Our fixation with the future crowds out an interest in the past. Yet there is value in looking backwards to people who grappled with similar problem to ours. 

Read Richard Shotton's full "Four Lessons from History on Data & its Application" .pdf here.

See the UKOM Audio measurement 16092016.pdf for more details.

If you spend any time among the businesses working in or around digital media and marketing you will not be a stranger to the feeling that we should all be terrified of (and of course excited by) the pace and scale of change and the disruption around us. If you’re not confused, befuddled and quaking as you wonder how you will cope with the upheaval then you MUST be way behind the curve, and probably about to fall off it, or blissfully ignorant and missing something seismic and brand new that will inevitably crush you. 

Of course technological development is accelerating and of course with such development the opportunities and inherent challenges of reaching and engaging with fragmented, time-poor, multiplatform, distracted audiences are multiplying. Nobody would deny that it’s an increasingly complex world indeed. 

However, it does not follow that the challenges of media and marketing in this age are exclusively digital ones, nor that the knotty problems faced by the marketing and advertising industry are only recently amplified by digital and technological capabilities. 

At the hugely insightful IAB Research Breakfast recently, among the three presentations was an engaging and enlightening piece of research from DataXu entitled “How is technology shaping tomorrow’s marketer?”

While presented at an IAB event, with its implicit digital focus, what struck me most was that 86% of the 500+ senior marketers across Europe seemed to identify primary challenges that are, and have been, broadly applicable across all media, digital and analogue, new and old, and in all probability won’t differ all that much from the challenges that their predecessors of ten, twenty or possibly fifty years ago also struggled with.

What is the optimal channel mix? Can I trust any attribution modelling? Finding competent staff. Defending marketing spend to the CFO. Unifying a brand across borders. As challenges go, this list doesn’t scream internet, digital or mobile.

Of course, there were the 14% who acknowledged understanding all the new and presumably digital platforms as their biggest head-scratcher. But the rest?

Creating the most efficient channel mix? Quantifying the effects marketing efforts have and finding the right attribution model? Sounds familiar. “Half of my advertising works…” you know the rest, you know who and you know when he said it. 

Finding the right staff? Proof was unearthed in 2010 that even the Pharaohs knew you had to get the right people – it wasn’t slaves but skilled and motivated workers that had to build the pyramids at Giza c.2500 B.C.

Fighting against finance budget cuts? Oh come on, that’s what finance do and always have done. Cut budgets (and not just marketing ones). We know that.

Making sense cross-border and cross-cultures? Where do I start?! Wherever it is, you can be sure I won’t finish anytime soon. 

In his recent Mediatel piece the IAB’s Tim Elkington made a strong defence of digital. What stood out for me from that piece wasn’t the “give digital a break” headline, but more the “we’re all in this together” observation. If ever there was evidence to back that up it is the DataXu research. The vast majority of what is causing advertisers to scratch their heads is not unique to digital, social, search, mobile, tablet data or programmatic. It is not the three letter acronym mania of data management platforms, supply-side or demand-side platforms, private marketplaces or click through rates. Viewabilty, ad-fraud and ad-blocking are all part of the “how do I quantify the effect of my marketing efforts?” conundrum. They are in there but alongside linear TV and VOD, digital and traditional outdoor, print, radio, cinema and below-the-line and much much more. 

Digital media can rightly claim enormous influence over so much of what happens in today’s world but it can’t hog all the glory and it certainly doesn’t hog all the challenges.

Plus ca change indeed.

 

Download the full Plus ça change, plus c'est la même chose.pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.

Privacy and complexity of interaction is likely to have significant influence over platform choice – understandably internet users may not wish to have someone looking over their shoulder on the train if they are visiting adult sites (92% of time is spent on a PC/laptop) or undertaking confidential business and financial activities (51%) such as submitting tax information (77%) to HMRC, online banking (56%) or trading online (57%).

Perhaps predictably, the PC/laptop comfortably dominates the education category with 87% of adults preferring this platform for distance learning and online courses. 

Email is still predominantly a PC/laptop activity with 66% of time spent on the platform, despite the fact that other communication methods e.g. social networking (37%) and instant messaging (8%) are very mobile orientated. Of course Business related email will go some way to explain this in conjunction with longer emails, which take more time to compose, or include larger attachments, may be easier to type on a PC keyboard than shorter, less formal communications such as those on Twitter and IM services.

In line with email, around two-thirds (64%) of Automotive minutes are consumed on the PC/laptop. This is even higher among car manufacturer sites (69%) – the high value nature of the purchase, rich customisation features, detailed specifications, images, videos and comparison tools makes the PC a very relevant and useful platform for automotive research. 

Within the entertainment category (54%), movie sites are driving the high share, with 86% of time spent on a PC/laptop - the big screen environment together with the lean back nature of movie-watching obviously lends itself more to bigger screens and activation of sound. 

Travel still sees the majority of time spent on a PC/laptop (58%). This is predominantly driven by car rental (87%), online travel agents (70%), airlines (74%) and hotels (67%). Perhaps like the automotive category, it’s a high value purchase with a good deal of consideration and subsequently the ability to view sizeable images of a holiday destination online is likely to be a factor. Of course the infamous small print becomes even smaller when screen size is reduced so reading the terms and conditions on a big screen may be favoured by those consumers who actually pay enough attention to do it! It is interesting that UKOM data show online banking sites featuring strongly in source/loss reports (sites visited immediately before or after others) for travel websites and we know that the PC/laptop takes the majority share of minutes for banking sites – perhaps people are double-checking their finances or the status of their travel insurance policies before deciding to book?

Finally, although the PC/laptop takes only 40% of overall retail minutes among adults, it does account for the majority of minutes for many retail sub-categories including PC software (80%) and hardware (68%) (no hypothesis required), toys (88%), home furnishings (73%), jewellery & luxury goods (64%) and apparel (56%) among others.

In addition to all the hypotheses above, the data show that age also plays a big part in determining desktop share by category.  UKOM data shows there is a strong relationship between a person’s age and PC/laptop’s share of minutes so it stands to reason that categories which have high minute composition for older age groups, will also have higher PC/laptop share of time online such as portals (62%). In fact, among 55+, the proportion of time spent on the PC/laptop is over 10% higher than all adults for many of the categories featured here especially automotive, portals, email, finance and travel.

Every month, UKOM sees PC/laptop’s share of overall time decline among adults. Only time will tell if mobile will eventually dominate the categories above or whether consumers will always favour the PC/laptop for specific activities and content consumption. For certain categories of content the desktop or laptop PC isn’t giving up its audience to the smartphone just yet.

Download the full PC/laptops still key for some categories online.pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.

 

Notes on Data:

All data is based on UKOM industry standard and development level approved comScore MMX Multi-Platform data based on adults 18+ for July 2016. comScore MMX Multi-Platform includes desktop browsing, desktop video streams, smartphone browsing & apps (on-network only for untagged apps), tablet browsing & apps for tagged sites & apps.

49.9 million users accessed the internet via their desktop, smartphone and tablet devices in June 2016. Brexit & the Euros contributed to some large audience increases for many sites in June. Key highlights this month include:

  • Big gains for online newspaper sites in both visitors and engagement
  • Government & currency exchange rate sites up significantly due to the referendum
  • Visitors to the Politics category grew by over 10 million, a reach rise of 25.9% points!
  • Sports sites also witnessed big increases as a result of Euro 2016 and Wimbledon

Find out more here.

The summer holiday season is upon us but it’s been a changeable few weeks across the UK. If you are setting off on your summer holiday soon, going to a festival, getting married or just wanting to have a BBQ, you are very likely to turn to the internet to check the weather forecast. UKOM approved comScore data shows us that every month over half the UK online population visit weather sites or apps online with usage increasing hugely to over 60% during the summer months. In 2015 minutes tripled from 400 million in Feb 2015 to 1.2 billion during June and July and we are beginning to see a similar pattern this year.   

Among those who like to check the weather online, average minutes per month vary from 17-20 per person during the winter months to over 40 mins per person in the summer.  Mobile devices are much more popular for checking the weather than the desktop – in May 2016 83% of all time spent on the category was via mobile devices with 69% of all visitors ONLY accessing via mobile.  The most popular online weather brands in May were BBC Weather, Accuweather, The Weather Company, Met Office and Yahoo Weather.

So which audiences are spending most time checking the weather forecast online? And how does UK consumption of weather content compare to the US? Find out by downloading the full Are Brits really obsessed with the weather? .pdf here.

To find out more about UKOM Insights, please email insight@ukom.uk.net.

The 10th June sees the start of UEFA’s Euro 2016 Football Championships in France. The UK is well represented this year with England, Wales and Northern Ireland all competing but who are the favourites to win?  If you fancy having a flutter you would be well advised to put your money on France, Germany, Spain, England or Belgium based on the latest odds from the top UK online gambling sites. 

UKOM industry standard and development level approved data from comScore* shows that online gambling attracted 51% of all UK online adults in April 2016 – that’s 21.6 million.    Visitors to gambling sites spent an average of 85 minutes each determining where to place their money, consuming a whopping 1.8 billion minutes in total.  

Online bookmakers are much more likely to be visited by males than females and 25-44s are more likely to visit than older audiences. It’s clear from the April data that males 25-34 are the prime audience for online betting with nearly 85% visiting in the last month - those who visited spent the most time - nearly 2 hours each (119 minutes) on average in April 2016. Mobile devices (smartphones & tablets) dominate online betting – three quarters of gamblers used a mobile device with mobile devices accounting for 62% of total time spent on betting sites. 

To download the full UKOM Insights Euro 2016 – Are online bookies set to cash in? .pdf report, click here.

*Industry standard – (e.g. MediaMetrix, MMX ) comScore product has been through UKOM Technical Board's Q&A process and the methodology thoroughly investigated. With recommendations/enhancements considered, UKOM's Executive Board accepted the Technical Board's recommendation to endorse.

*Development level – (e.g. MobileMetrix, MoMX) applied to comScore products when methodology has significantly changed or is a new product and/or market conditions require ongoing development.  Methodology accepted in principle but yet to be fully endorsed, as endorsement requires conditions to be fulfilled.

Half (49%) of all women’s internet time in the UK is spent on smartphones – rising to 59% among women aged 18-24. In comparison, just 39% of men’s online time is on smartphones. For men, PCs/laptops remain the dominant device for going online, accounting for 48% of their internet time, compared to only 35% among women. 

Consequently, women account for the majority (52%) of all UK smartphone internet time but just 39% of PC/laptop internet time.

“The old cliché that women spend more time on the phone than men turns out to also ring true for internet usage,” says UKOM’s Director of Insight, Julie Forey. “Understanding how consumers’ online behaviour differs by platform can help agencies and advertisers plan campaigns more effectively, such as knowing men don’t dominate mobile time as they do on computers.

“This is exactly what BT did in the 1980s after identifying women were actually the heaviest users of its landline service, being more disposed to chat with friends and family. They used this insight to create their hugely successful ‘It’s good to talk’ campaign to encourage those who didn’t use the phone as much – namely men – to use it more to connect with people and improve relationships.”

Sectors where women’s smartphone time most outweighs men’s 

The data, from comScore’s multi-platform measurement system*, also reveals that women’s smartphone time most outweighs men’s on social media, retail and games website/apps.

In April 2016, women in the UK spent 4.8 billion more social media minutes than men on their smartphones – the equivalent of nearly 5 ½ hours more per woman smartphone internet user. Women spent 1.5 billion more retail minutes on phones than men (1 hour 43 minutes more per person) and 1.4 billion more on games (1 hour 38 minutes more per person).

 

 

“Women, with their more natural desire to connect with friends and family, as well as their predilection for shopping, play a much bigger role in driving internet use on smartphones,” says Forey. “Phone conversations as a method for sharing information and catching up are increasingly being usurped by smartphone apps such as Facebook, WhatsApp, Instagram, and the like. Men still use these services on their phones, but just not to the same extent."

To download the full UKOM Insights Smartphones - How women are driving time online .pdf report, click here.

 

*Methodology 

UKOM is the industry-approved data source for measuring online behaviour. The data is provided by comScore and is based on a combination of measuring the internet behaviour across different devices of a panel of over 75,000 people and census network including tagging over half of the UK’s 250 most popular websites and a selection of high volume apps.

Media Contact

Alex Burmaster, Meteor Public Relations: 020 3544 3570 / 0780 313 1144 / alex@meteorpublicrelations.com​

The DMO series will provide quarterly snapshots on the state of the UK digital landscape and regular insight into consumers’ online habits analysed by demographics, categories & devices.

“35.1m UK adults used a mobile device to access the internet in March 2016 - of whom 3.7m did not access on a desktop or laptop at all in the month. Females are more likely than males to spend their time online on smartphone or tablet devices, while Apple sites and apps have the greatest share of online time on these devices.”

Find out more here.

The Executive Board meets eight times across the year and is attended by Directors of the organisations that share equal ownership of UKOM, the Internet Advertising Bureau (IAB) and the Association of Online Publishers (AOP).

Also in attendance are Directors or their deputies of the agency and advertiser trade bodies: Lynne Robinson of the Institute of Practitioners of Advertising (IPA) and Mark Finney of the Incorporated Society of British Advertisers (ISBA). These two representatives are ex-officio members of the UKOM Board and attend in advisory capacities.

Further Board Members are Ian Dowds, UKOM CEO; Scott Fleming who chairs the UKOM Technical Board; Bill Murray, chair of the UKOM Commercial Board. Richard Somerville, UKOM Technical Manager and Julie Forey, UKOM Director of Insight also attend Board meetings.

For more information about the UKOM Executive Board, please submit an enquiry here.

Julie brings a wealth of media research & measurement experience to UKOM having had senior research positions at Microsoft Advertising, Carlton Television and most recently AOL.

UKOM (UK Online Measurement) is the industry body owned jointly by the IAB and AOP and supported on the board by the IPA and ISBA, responsible for delivering the industry governed and recognised standard of multi-platform online audience measurement. There is a robust contract between UKOM and its audience research partner comScore, who were appointed for at least 3 years in April 2015.

Having run Microsoft Advertising Research in the UK for several years, Julie is no stranger to UKOM as she was an influential member of the technical group when UKOM launched in 2009. Julie also has a longstanding relationship with comScore having partnered with them on various UK & global measurement projects during international roles at Xbox, Microsoft & AOL.

As Director of Insight, Julie’s responsibility will be to drive awareness & understanding of UKOM and its capabilities and to help ensure UKOM meets the needs of its stakeholders both now and in the future.  

Julie Forey says: "With the wealth of data available today, it’s a very exciting time to be working in the field of digital & audience measurement – I look forward to embracing new measurement challenges at UKOM as the digital media market becomes increasingly complex and its rapid evolution continues.

Ian Dowds, UKOM CEO says: “We are delighted to have Julie on board as UKOM’s Director of Insight, she brings a depth of expertise and a real enthusiasm for the kind of insight that the UKOM endorsed comScore data can provide. Julie’s work will make UKOM even more relevant and valuable to the entire digital marketplace.”

 

Julie Forey CV:

2015-2016     Senior Insight Manager, AOL International

2014-2015     Global Senior Insight Manager, Microsoft Advertising

2011-2014     EMEA Audience Intelligence Lead, Xbox Live Advertising

2009-2011     Head of UK Research & Analytics, Microsoft Advertising

2002-2008     Head of UK Research, Microsoft Consumer & Online

1998-2002     Research Manager, Carlton TV (Now ITV)

1994-1997     Senior Research Executive, NOP (now GfK)

According to the Environment Agency the average level of the River Ouse in York is between 7cm and 57cm in normal conditions. That information wouldn’t have been particularly helpful to anyone who hung around by the river on the ground floor in the Kings Arms pub recently, waiting for their Guinness to settle, as the water levels rose way above 5 metres!

On the other hand, given proper context, averages can reveal a great deal about certain trends, and today’s IAB release of the definitive time online for the second half of 2015 confirms the story of an increasingly multi-device UK population spending more and more time online.

According to UKOM data, from comScore, across July to December last year the UK population was spending, on average, just one minute shy of three hours every day online across one device or another, whether desktop, pc, mobile phone or tablet, in all their forms.

 

 

That’s one fifth of an average adult’s recommended waking hours and is up 5% in total from the first six months of last year.

Whether consuming content - written word, video or audio - sharing and commenting; mapping and messaging; searching, researching or shopping; second screening or playing games; checking in and checking out; an average of two hours and fifty-nine minutes of every day was spent online in the UK.  

One minute under three hours online every day – pretty much the equivalent time spent if every adult watched Mel Gibson’s early impression of Nicola Sturgeon in “Braveheart”, start to finish, every day – that’s some chunk out of your average waking hours!

Behind the headline number there are some not unexpected trends. Time spent online on mobile phones has grown by 12% H2 2015 over H1 and has now overtaken time online at the desktop or pc – and that includes at work and at home. Nearly one hour twenty minutes online on our phones and just under one hour and a quarter on the desktop device or laptop. Online time on our tablets, large and small, has grown too, by 8%, to nearly half an hour per day.

Last month Statista reported worldwide PC shipments hit an eight-year low in 2015 after declining for the fourth consecutive year. Global shipments dropped by 8 percent in 2015, to the lowest it’s been since 2007 and the UKOM numbers also show a 3% decline in time spent online on desktop PC’s and laptops.

According to comScore the UK leads the world in mobile or cross-device use with 77% of all users either mobile only or PC and mobile combined. We’re just ahead of the United States (75%) and Spain (74%). Among millennials the UK now has 85% living a cross-device life online.

It is for this reason that UKOM is going with multiplatform as its data of record from March 2016 with MMX M-P. As brand advertising follows time spent online and continues to grow, and as the basics of cost effective reach and frequency remain key metrics for many brand advertisers, it is important the industry standard for online audience measurement keeps abreast of all the trends.

Now, I wonder if that pub has dried out yet…?

Read more at http://www.iabuk.net/blog/uk-leads-the-way-for-cross-device-audiences#IHYACKHOcx4mAZhy.99

UKOM, the official cross-industry standards body that measures online audiences using approved comScore data, revealed that the average Briton online spent 2 hours 59 minutes per day actively using the internet at home and work (during the second six months of 2015).

 

 

This data is based on an average figure from July – December 2015 in the UK. It will be updated every six months. 

Read more at http://www.iabuk.net/research/library/time-spent-online-july-december-2015#LZtTY4loJuLxqIBJ.99

The UKOM-endorsed comScore approach to online audience measurement uses a combination of metered panel and website, app and video tag data, commonly known as a ‘hybrid’ approach.

Panels and Tagging – The Hybrid Measurement Approach

Panelists are recruited online, incentivised by either free software or cash payments.  People join the panels by providing demographic information (their own and their household’s), before downloading a piece of software (the meter) which tracks visits on their device(s) to websites and apps.  In the case of smartphones and tablets, the meter varies slightly by operating system but essentially the same principles of method are applied to measure browser and app usage across all devices.

With tagging the onus lies with the media owner to implement the appropriate tags for all their digital properties.  Different tags are required for websites, videos and apps.

 

 

This hybrid approach ensures that the limitations of any single approach are minimised.  For example, all media measurement panels struggle to capture out of home usage and, in the case of the internet, use of smaller or niche sites and channels ( the ‘long tail’) - but they do provide demographics.  Tagging, on the other hand, ensures that all-location use is represented but it cannot yet deliver audience demographic data.

Crucially, this combination of metered panels and tagging also allows the deduplication of visits by the same person from different browsers, devices and locations. Web analytics systems do not generally deduplicate many of these single user, multiple visits. This is a key step in the production of audience-level data.

From Data to Products

When all this data has been collected, a series of statistical functions is applied to produce monthly numbers for all properties’ unique visitors, page/video views and visit duration.  comScore calls this process Unified Digital Measurement (UDM).  Also integrated into this process are learnings from comScore’s census network, chiefly in the form of Census Informed Targeting (CIT).  CIT might be thought of as corrective weighting for usage of websites and apps, much in the same way that PAMCo’s Audience Measurement for Publishers (AMP) – previously the National Readership Survey (NRS) – is used for weighting panellist demographics.

Using this data, comScore produces a range of online audience measurement products, some of which are UKOM-approved: MMX measures desktop/laptop usage, VMX measures desktop/laptop video usage and MoMX measures smartphone and tablet usage. VMX Multi-Platform, launching in summer 2016, will expand online video measurement to mobile devices.

In comScore’s final UKOM-approved product MMX Multi-Platform (now official UKOM data of record), data from MMX, VMX and MoMX are combined to produce an unduplicated view of people’s usage across all main devices. Again, statistical functions informed by comScore’s census network (in this case a subset of it, known as the ‘Dynamic Panel’) are used to produce final monthly numbers.

If you require more details of these methodologies, please contact UKOM using the query form here.

The data is also available through IPA’s Touchpoints or an API feed to power your proprietary systems.

It was a clear requirement from across the board that a core measure of audience across all digital channels was the industry’s main priority which is why the Multi-Platform product is the only entry point into UKOM data. This product (at “Advantage” level) provides excellent audience data and insight of a complete digital audience. However, to benefit from the understanding and insight of an audience at a richer, deeper and device/channel specific level and so be best-placed to leverage maximum value from those audiences, subscription to the complete suite of UKOM approved products is recommended.

The multi-platform product, MMX M-P, is the data of record and the entry point product.  If you require greater insight into a particular platform, e.g. mobile then there is a more details product available in MoMX, subscription rates on request from comScore.

Only UKOM endorsed data from comScore ticks the boxes in terms of an independent, cross-device view of UK online demographic audiences covering the full spectrum of digital media properties providing planning data reach, frequency and time spent. There are still a number of sources of data that can be used for online media planning but only UKOM comes with the approval and governance of the industry trade bodies representing digital publishers, agencies and advertisers.

UKOM data feeds into the IPA’s Touchpoints cross-media planning tool.

However UKOM’s research provider, comScore, do have a number of products which measure advertising related issues, viewability, ad fraud etc.  Within those products comScore draws on the UKOM endorsed people measurement systems and demographics as part of the solution, these end products are not however UKOM endorsed as, being out with remit, the UKOM Technical Board has not reviewed the full methodologies.

Wherever it is the case that there may be a bottleneck with too many development challenges fighting for insufficient time and investment, the Commercial Board will set priorities by considering relative value to the industry, likely (or proven) demand from the wider industry and any other cost/benefit considerations.

The rate card is overseen by UKOM’s Commercial Board which is comprised of Commercial Directors (or similar) of a wide range of subscribing media owners and agencies. Beyond inflation-linked increases, comScore are required to provide robust business cases to the Commercial Board for any proposed rate card increases. These are considered carefully and debated with rigour before any amendments to the rate card are approved and endorsed by UKOM.

While this provides insight into the entire digital audience, subscribers can then choose to add deeper, richer and more specific audience insight to their subscription by taking any or all of MMX (for web), VMX (for video) and MoMX (for mobile) – once again at either “Base” or “Advantage” levels.

It should be stressed that UKOM goes no further than to agree (and annually review) both the tier structure and the rate card pricing levels with comScore – actual subscription deals are a confidential matter between each subscriber and comScore.

comScore take all the audience data from the platform specific data sources (MMX, VMX and MoMX) and apply a statistical function to them to create a cross device view of usage.  Key to that statistical process is understanding, via a subset of comScore’s census network data (the ‘Dynamic Panel’), people’s cross-device behavior and usage patterns and how each device is used in terms of the sites or apps visited.

In broad terms analytics which are tag only based tend to over-estimate usage as they count browser access not people, the visitor term comScore use is ‘unique visitor’ as it represents one person visiting multiple times over a given period, 1 month, a browser count tends to be cumulative.

Your internal analytics must also account for access from multiple locations, devices, browsers, filter out non-UK traffic and perhaps more difficultly cookie deletion rates (comScore can calculate the cookie deletion rate as they also have people meter data).

This is achieved via the application of cookies per person ratios (derived from panel meter observation) to the data, which has the effect of removing duplicated site/app usage by one person across different devices, browsers and locations. 

In practice the UDM process generally increases audience for sites that are panel only measured (as it better accounts for non-home usage) and decreases audiences that are tag only, or more reliant on tagging as they have few panelists visiting them, as it accounts for duplication from multiple locations, multiple devices, multiple browsers, cookie deletion rates and filters out non domestic traffic (UKOM being only concerned with visits from UK residents).

Having no tagging does not mean there will be no reporting, if users visit content they will be picked up by the people panel, but given the limitations of panels the measurement numbers are likely to be lower if they are projected solely from panel as all panels tend to underrepresent out of home usage.

In this case the panels are recruited exclusively online using a range of incentives.  One of the first things UKOM addressed when contracting comScore was to conduct a study using an independent third party research company (IPSOS) to determine if there was any bias in the panel recruitment by using an online exclusive approach. The results of that independent study found little significant difference in the online behaviour of online and face to face recruits – and those differences found were subsequently corrected for by the application in MMX of comScore’s proprietary CIT (Census Informed Targeting) weighting scheme. A similar method will be introduced to MoMX when data volumes permit.

In the case of the people panel a piece of software is downloaded to the device and works as a ‘meter’ tracking sites visited and reporting engagement and duration metrics, there are variations depending on device, but essentially this is the principle.  

The benefits of people meters apply as they do for measurement of other media, television, radio, print etc., beyond measurement itself, they deliver demographic information, the downside of this approach is metering tends to be weak for non-home usage, i.e. work and any other locations out of home.  To address this meter limitation tagging is employed, website and app owners install a tag on their website, app and video player/content, this then returns data to comScore on visitation, from all locations.

comScore then use a statistical process known as Unified Digital Measurement (UDM) to combine data sets to produce reconciled, all-location data for unique visitors, page views and duration based metrics.

Broad systematic issues are extremely rare as there is a rigorous quality assurance process built into the comScore production process.  Very occasionally there can be issues with individual publisher numbers, usually this results from dictionary changes or issues around tagging.

However UKOM constituent owners are IAB and AOP, and if you are a member of either of those bodies you have a relationship with UKOM and they can be used to raise queries which are then passed to UKOM for attention.  You can also raise issues or questions direct with UKOM via our website.

There are two levels of UKOM product approval, "Industry standard" and "Development level":

Industry standard – (e.g. MediaMetrix, MMX ) comScore product has been through UKOM Technical Board's Q&A process and the methodology thoroughly investigated. With recommendations/enhancements considered, UKOM's Executive Board accepted the Technical Board's recommendation to endorse.

Development level – (e.g. MobileMetrix, MoMX) applied to comScore products when methodology has significantly changed or is a new product and/or market conditions require ongoing development. Methodology accepted in principle but yet to be fully endorsed, as endorsement requires conditions to be fulfilled.

In action, by way of example, the PC panel then received considerable investment to achieve better balance in demographics; in the mobile measurement space some demographic reporting was removed as UKOM Technical Board were unhappy with the data leading to comScore reviewing the methodology and statistical process and then reintroduced the demographic level data when the revision was to the satisfaction of the Technical Board. Our review of comScore’s MMX Multi-Platform methodology also highlighted areas for future improvement when technically possible.  

These can be seen as real examples of UKOM Governance.

The DSG meets around every two months and all agencies are welcome to be represented by their Heads or Directors of Digital, Digital Strategy or Digital Planning or any equivalent role within any UK agency.

The intended role of the DSG is to:

  • add value to agencies’ use of UKOM data
  • provide a forum for identifying/tackling any challenges in developing insight and strategy for brand campaigns in any platform, using UKOM data

The benefits for DSG participants:

  • Keep abreast of the latest data releases and data innovation from UKOM, comScore, IAB and AOP.
  • Network and build relationships with agency peers in digital strategy roles, sharing best practice to help you drive digital transformation inside agencies and for your clients
  • Influence the development of UKOM’s dataset to ensure it better meets the needs of the agencies and their clients

The Commercial Board also works with comScore on the ratecard for the UKOM products to ensure that any changes represent a fair reflection of the investment and work carried out by comScore. UKOM does not enforce the ratecard and all negotiations between any customer and comScore are confidential matters for those parties only.

The main purpose of the Technical Board is to review and suggest enhancements, where they feel necessary, to comScore methodologies - before making a recommendation to the main UKOM Board on awarding UKOM approval or not.

The Technical Board is also responsible for:

  • expanding UKOM’s measurement coverage to new devices when sufficient market growth is noted
  • tracking the published UKOM data to monitor for anomalies
  • working with comScore on reviews of client raised queries

With a board on which are represented the publishers (AOP), the agencies (IPA), the advertisers (ISBA) and the broadest range of digital businesses (IAB) UKOM has representation from all constituents of the online marketplace. UKOM shares board members, has regular communication and close relations with other organisations and JICs such as BARB, RAJAR, JICPOPS and NRS/PAMCO.

In autumn 2012 following an open pitch, in which four commercial businesses tendered for the UKOM contract, the UKOM Executive and Technical Boards unanimously awarded comScore the exclusive contract to deliver UKOM endorsed audience measurement tools to the market. That contract expires in 2018 with an option to continue on a rolling one year basis.

comScore and UKOM are entirely separate entities. 

comScore are responsible for delivering an appropriate methodology to measure people’s usage of devices used to access the internet, processing that data, providing an interface to allow subscribers to access the data and develop new approaches and systems to meet the ever developing ecosystem that is internet access.  

UKOM, via its Executive, Technical and Commercial Boards, monitors and governs the quality and methodologies of the comScore approach providing reassurance to the industry that standards are being met in the UKOM endorsed products. Currently the core product is MMX MP (for multi-platform, cross-device online measurement) with richer data provided through  MMX (for PC and Desktop), MoMX (for tablet and mobile) and VMX (for online video).

This is one of the key points of differentiation between UKOM and ‘traditional’ joint industry committees (JICs), UKOM do not own the data.

The UKOM model is a hybrid model using a commercial partner who owns the UKOM-endorsed data. This hybrid is now unanimously viewed as a successful and necessary compromise delivering for the UK online industry a flexible alternative to a full JIC proposition.

In UKOM’s hybrid model, the commercial operator owns the data and is able to utilize it in other commercial market propositions. While incorporating UKOM data, these cannot themselves be seen as UKOM endorsed products.

UKOM is co-owned by the Association of Online Publishers, the AOP, and by the IAB, the Internet Advertising Bureau. On UKOM’s executive board are represented, in advisory roles, the Institute of Practitioners of Advertising, or the IPA, and ISBA, The Incorporated Society of British Advertisers.

This is the month – March 2016 – that UKOM, the organisation responsible for setting and governing the UK industry standard for online audience measurement, will make comScore MMX Multi-Platform its data of record.

Building on MMX, Mobile Metrix and Video Metrix from the comScore Audience Analytics suite, MMX Multi-Platform offers unduplicated accounting of audiences across desktop, tablet and smartphones.

comScore data shows that the UK leads the multi-platform usage across measured markets with 77% of all consumers accessing content from their PC and mobile devices (Smartphone and Tablet). We’re just ahead of the United States (75%) and Spain (74%). Among millennials the UK now has 85% living a cross-device life online.

Last month Statista reported worldwide PC shipments hit an eight-year low in 2015 after declining for the fourth consecutive year. Global shipments dropped by 8% in 2015, to the lowest it’s been since 2007 and the UKOM numbers also show a 3% decline in time spent online on desktop PCs and laptops.

The IAB reported last week that in the UK time spent online on mobile phones has grown by 12% H2 2016 over H1 and has now overtaken time online at the desktop or PC (Home and work locations). Nearly one hour twenty minutes online on our mobile devices and just under one hour and a quarter on desktops or laptops. Online time on our tablets, large and small, has grown too, by 8%, to nearly half an hour per day.

It is for all these reason that UKOM is going forward with multiplatform as its data of record from the February data released on March 16th 2016 with comScore MMX Multi-Platform.

As a result of MMX Multi-Platform becoming the default data source, the release timelines of MMX Multi-Platform and its underlying products will change. They will all be released on the 13th business day of each month meaning an acceleration of release timelines for MMX Multi-Platform and Mobile Metrix. Consequently, the MMX release date will also be impacted and will be released on the 13th business day moving forward.

Should you have any questions regarding the above, feel free to contact our team.

Thank you,
Ian Dowds
CEO UKOM
ian.dowds@ukom.uk.net

UKOM
Visit our website:
www.ukom.uk.net
Follow UKOM on LinkedIn.

comScore
Visit comScore website:
www.comscore.com
Follow comScore on LinkedIn

Click here if you would like to hear UKOM updates going forward.

This means quantifying audiences in terms of people, not browsers or machines.

 

 

In a time of automation and programmatic there is a temptation to default to purely machine driven data, tagging and browser delivered, however demography still lies at the heart of what brand advertisers are seeking to achieve through advertising, driving a change in perception, consideration or driving an action in people.

UKOM have therefore selected an audience provision partner whose approach encompasses both key aspects of measurement, people not machines, with their hybrid approach.

The people panel at the heart of this approach delivers demography and, to a large extent, usage of websites, video and apps in the mobile device environment, however all panels (for all media) face limitations in that they can never be large enough to measure everything, in the case of the internet that means specialist channels and niche sites, the ‘long tail’, and building panels for non-home usage is difficult and problematic.  To overcome this a tag based census network solution is used which has as a main advantage the benefit of being capable of measuring out of home internet usage.

The advantage of placing people measurement at the heart of the solution also means that a calibration exercise is possible, using those panelists as a benchmark a ‘cookie per person’ ratio can be calculated and then applied to census only data which overcomes the problems of machine only data – over counting due to access from multiple locations, machines, different browsers, out of geography and cookie deletion.

In summary UKOM places people at the heart of measurement as advertising is about communicating with people and remains core to what brand advertising is seeking to achieve.  On a technical note UKOM also believes this hybrid approach, with people at its core, offers all the advantages of census measurement while overcoming the disadvantages of machine-only approaches.

The DSG meets around every two months and all agencies are welcome to be represented by their Heads or Directors of Digital, Digital Strategy or Digital Planning or any equivalent role within any UK agency.

The intended role of the DSG is to:

  • add value to agencies’ use of UKOM data
  • provide a forum for identifying/tackling any challenges in developing insight and strategy for brand campaigns in any platform, using UKOM data

The benefits for DSG participants:

  • Keep abreast of the latest data releases and data innovation from UKOM, comScore, IAB and AOP
  • Network and build relationships with agency peers in digital strategy roles, sharing best practice to help you drive digital transformation inside agencies and for your clients
  • Influence the development of UKOM’s dataset to ensure it better meets the needs of the agencies and their clients

For more information about the UKOM Digital Strategy Group, please submit an enquiry here.

The Technical Board aims to meets eight times per year while maintaining a constant open line of communication and is made up of about 12 members - mostly Research or Insight Directors - representing agencies, publishers, the IAB and the AOP.

The main purpose of the Technical Board is to review and suggest enhancements, where they feel necessary, to comScore methodologies – before making a recommendation to the main UKOM Executive Board on awarding UKOM approval or not..

The Technical Board is also responsible for:

  • expanding UKOM’s measurement coverage to new devices when sufficient market growth is noted
  • tracking published UKOM data to monitor for anomalies
  • working with comScore on reviews of client raised queries

When UKOM’s relationship with comScore began, the Technical Board reviewed all comScore product methodologies, raising a number of questions and suggesting the enhancements it would like to see. Reviews take the form of written Q & A and opinion summary documents – all of which are made available to the UKOM Executive and Technical Boards, as well as to comScore.

In action, by way of example, the PC panel then received considerable investment to achieve better balance in demographics; in the mobile measurement space some demographic reporting was removed as UKOM Technical Board were unhappy with the data so comScore reviewed the methodology and statistical process and then reintroduced the demographic level data when the revision was to the satisfaction of the Technical Board. Our review of comScore’s MMX Multi-Platform methodology also highlighted areas for future improvement when technically possible. 

These can be seen as real examples of UKOM Governance.

For more information about the UKOM Technical Board, please submit an enquiry here.


Other Contacts


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London WC2E 9JD



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