Insights Archive

‘UKOM Insights’ provides data, analysis and commentary on the behaviour of the UK’s online population, using UKOM-approved comScore data.  This includes regular insight into consumers’ online habits analysed by demographics, categories & devices (as archived below) and quarterly snapshots on the state of the UK digital landscape (archived separately here).

Airbnb and the Hotels/Resorts Category

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

Online Newspapers – what happened in the last two major UK votes?

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

UKOM 2016 Platform Insights Summary

Mums Online

The ‘Mobile Only’ Audience

Online Personals: Who kicks off the New Year looking for love?

Uber & Pokémon Go – Making the headlines in 2016

Last Minute Christmas Shopping

Social Networks: Changing Profiles

What do George Clooney, Barack Obama & Ricky Gervais have in common?

Xmas toy shopping – Men spend longer on toy sites than women

PC/laptops still key for some categories online

Are Brits really obsessed with the weather?

The EU Referendum is finally upon us but how does a major vote impact consumption of political news

Euro 2016 - Are online bookies set to cash in? UKOM takes a look at online betting in the UK

Smartphones - How women are driving time online

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