10 latest nuggets from UKOM data
As a single-source panel measuring use of the whole Internet, UKOM offers a great insight resource into how people navigate the whole platform, not just individual sites. Our thanks to Telmar who helped with the analysis using their crosstab software...
- As with all media, we can find lighter and heavier users in the data. 20% of Internet users accounted for 57% of all web pages viewed in February, while just under 20% of users only went online once a week.
- Repertoires are much more extensive than other media: for example, the average user uses 12 of the top 100 online brands, and 16 of the top 250
- However, the top 10 brands account for 43% of all UK time spent online. Within the top 10, Facebook takes a 46% share of time (and more than half among 15-34s)
- Time of day analysis tells us that 5-6pm is the peak time for social media activity as people switch off from work and education and re-connect with their social groups. For news sites, it's high all day but peaks at 4-5pm. Conscientious workers or company IT policy?
- Year-on-year trends show that The Met Police website has added more new users than Facebook in the last year. Where do they go? Neighbourhood crime mapping.
- The success of Groupon (over 7m monthly users from a standing start in less than a year) has been startling. But users in the bargain hunting and price comparison categories are particularly fickle, with over 20 such sites gaining 1m+ users a month, and rankings changing dramatically every month.
- Demographic analysis shows that Women are driving the success of Mail Online: it's the only national newspaper site to over-index on ABC1 women, while the others have a bias towards men.
- The workplace still offers faster access to online content: 18% of home users last month had connections over 8Mbps, vs 28% of work users. But... faster access doesn't necessarily mean more Internet use, just quicker access to what you want. Time spent online peaks among people with connections between 2 and 8Mbps.
- Government and non-profit websites get the highest proportion of ABC1 audiences overall, with telecoms sites getting the lowest.
- Entertainment sites get the highest proportion of young audiences, while automotive and government/non-profit sites get the lowest. Automotive sites also get the most male profiled audiences.