The Online Media Landscape

UKOM APS, March 2010

 …Universe Trends
50m 3000pp
Digital universe
48m 2900pp
Active universe
Page views/user
46m 2800pp

44m 2700pp

42m 2600pp

40m 2500pp

38m 2400pp

36m 2300pp
Mar 2010:
34m 2200pp
Digital Universe 46.9m aged 2+
32m Active Universe 39.8m aged 2+
2100pp
Average 2880 pages/user
30m 2000pp
Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10

Source: UKOM APS Jan-Mar 10; Nielsen Netview Apr 09-Dec 09

 …Universe Profile
70%

60% Reach profile

50%

40%

30%

20%

10%

0%
Male Female '2-11 '12-17 18 - 24 25 - 34 35 - 49 50 - 64 65+ ABC1 C2DE

Source: UKOM APS Mar 10

 …Universe Profile
Mar 2010:
UKOM APS data is now
weighted to ISBA region

20%

18%

16% Reach profile

14%

12%

10%

8%

6%

4%

2%

0%

Border London Southern

Yorkshire Midlands
North
North West East South West
Central Scotland East of England
Northern Scotland
Wales and the West

Source: UKOM APS Mar 10

 …Usage by time of day
80%

70%

60%

50%

40%

30%
Mar 2010:
20% Peak usage 16:00-18:00 75% of users/month
Lowest 04:00-05:00 8% of users/month
10%

0%

12:00 1:00
AM AM2:00 AM
3:00 AM
4:00 AM
5:00 AM
6:00 AM
7:00 AM
8:00 AM
9:0010:00
AM 11:00 AM 1:00
AM 12:00 PM 2:00
PM 3:00
PM 4:00
PM 5:00
PM 6:00
PM 7:00
PM 8:00
PM 9:00
PM 10:00
PM 11:00
PM PM

Source: UKOM APS Mar 10

 …Category use by time of day
40%
COMMUNITIES
35%

30%

25%
NEWS
20%

15% INSTANT MESSAGING

10%

5%
MUSIC
0%

12:00 1:00
AM AM2:00 AM
3:00 AM
4:00 AM
5:00 AM
6:00 AM
7:00 AM
8:00 AM
9:0010:00
AM 11:00 AM 1:00
AM 12:00 PM 2:00
PM 3:00
PM 4:00
PM 5:00
PM 6:00
PM 7:00
PM 8:00
PM 9:00
PM 10:00
PM 11:00
PM PM

Source: UKOM APS Mar 10

 …Frequency of Internet use
7%

6% Mar 2010:
Up to 7 sessions/month 25%
5%
8-14 sessions 10%
15-28 sessions 13%
4%
Over 28 sessions 52%

3%

2%

% of online population Mar 10

1%

0%
10 20 30 40 50 60 70 80 90 100
Online sessions per month
Source: UKOM APS Mar 10
 …Top categories by reach
Search
Portals
Member Communities
Software Manufacturers
E-mail
Internet Tools/Web Services
Mass Merchandiser
Current Events & Global News
Videos/Movies
Multi-category Entertainment
Mar 2010:
Maps/Travel Info
All search engines 36.1m
Research Tools
users (91% of active users)
Corporate Information
Google Search 33.3m (84%)
Banks
Broadcast Media

0m 5m 10m 15m 20m 25m 30m 35m

Source: UKOM APS Mar 10

 …Top categories’ age/class
map
News
More upmarket

n.b. Data illustrative of total

audience profile, not of

Younger average age

targetable audiences. Includes
Online Retail non-commercial properties

Internet
Tools Video/Film
Search
Entertainment

Software
Mfrs
Portals Member
Communities

Email

Source: UKOM APS Mar 10

 …Top brands by reach
Google
MSN/WindowsLive/Bing
Facebook
Yahoo!
BBC
Microsoft
eBay
YouTube
Amazon
Wikipedia
Apple
Ask Search Network
AOL Media Network
Mar 2010:
Associated Newspapers
Blogger Including use of Applications
Sky Portal All Google 34.9m users (88% of active users)
Tesco
PayPal
Directgov
Argos

0m 5m 10m 15m 20m 25m 30m 35m

Source: UKOM APS Mar 10

…Top brands’ share of time online
Google
MSN/WindowsLive/Bing
Facebook
Yahoo!
BBC
Microsoft
eBay
YouTube
Amazon
Wikipedia
Apple
Mar 2010: (incl use of
Ask Search Network
AOL Media Network Applications)
Associated Newspapers Facebook 17% share of
Blogger hours
Sky Portal
Tesco Top 20 brands 49%
PayPal share
Directgov
Argos
Other

Source: UKOM APS Mar 10

 …Top applications by reach
Windows Live Messenger

Windows Media Player

iTunes

RealPlayer

Skype

Apple QuickTime

Google Earth Mar 2010:

Windows Live Messenger 14.3m users
Yahoo! Messenger
(36% of active users)
LimeWire

Picasa

0m 2m 4m 6m 8m 10m 12m 14m 16m

Source: UKOM APS Mar 10

…Connection speeds
Unknown <512Kb
2% 6%
8Mb+
13%

512Kb-2Mb
25%

Mar 2010:
Shift of 4 percentage points from
<2Mb to >2Mb connection speed
since Jan 2010
2Mb-8Mb
54%

Source: UKOM APS Mar 10

 …What is it?
• The UKOM APS (Audience Planning System) is the audience measurement system for UK
online media, designed to the rigorous standards of the UK advertising industry, delivered by
The Nielsen Company, with independent industry governance.
• Based on a panel of at least 35,000 UK individuals aged 2+, online at home or at work, UKOM
delivers robust advertising-standard metrics for online media properties with as few as 35,000
monthly users. Monthly reach, frequency and time spent can be analysed against standard
advertising target audience definitions.
• Accuracy is ensured via balanced panel recruitment offline as well as online, and weighting to
an establishment survey managed by the NRS (National Readership Survey)
• Audience data are released monthly, ten days after the end of the month. Subscriber media
owners and agencies can access the data via the Nielsen online interface or via mediatel.co.uk.
• UKOM APS is governed by the UK Online Measurement Company Ltd, chaired by Douglas
McArthur OBE. Shareholders are the Internet Advertising Bureau (IAB) and Association of
Online Publishers (AOP)
• For more information please contact James Smythe, General Manager on 0845 371 2232