Latest Insights

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

UKOM publishes Q3 2017 UK Digital Market Overview report

UKOM’s quarterly snapshot of digital audience trends provides detailed insights into the UK’s top performing websites, mobile and video properties. Each report includes total Multi-Platform measures (UVs, minutes), as well as breakdowns by device (PC/smartphone/tablet).

Key insights this quarter include:

  • Smartphone’s share of online minutes among 18+ is now 59% - smartphone apps alone account for 50% of all online minutes as 81% of all online adults use a mobile app each month.
  • 9 of the top 10 mobile apps measured by monthly unique visitors, are owned by Google or Facebook with Snapchat being the only other company to have an app in the top 10.
  • When looking at mobile apps by time spent in minutes, Spotify enters the top 10 for smartphones and local TV brands:  the BBC, Sky and ITV feature in the top 10 for tablet time online.
  • UKOM reports on over 1700 mobile apps each month but only 20 of them are used by 20% or more of mobile app users each month.
  • Although mobile apps account for 80% share of all mobile minutes among adults, there are huge variations by category. This ranges from 90% for Instant Messenger, Gaming, Social Media and Entertainment, 50-75% for Retail, News, Travel and Finance right down to under 40% for Automotive, Gambling and Real Estate where browsing takes the lion’s share.

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



To find out more about UKOM Insights, please email

The Impact of Death on Music Video Viewing

Halloween may just have passed but did you know that today, November 2nd, is often referred to as Día de los Muertos or "Day of the Dead"?  Although it sounds a little morbid, it’s a festive and colourful holiday in Mexico and Latin America, where people gather to remember friends and family members who have passed away. So today, UKOM remembers some of the prominent musicians who have left us in the past year by asking ‘What impact did their death have on views of their music videos online?’



Read more or download the whole Death and Music Videos .pdf here.

To find out more about UKOM Insights, please email

See also in our archive

VMX MP Video Audiences Insight Examples

18-24s and Traditional News Brands

Airbnb and the Hotels/Resorts Category

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

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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