The Online Media Landscape

UKOM APS, March 2010

…Universe Trends
50m 48m 46m 44m 42m 40m 38m 36m 34m 32m 30m Digital universe Active universe Page views/user 3000pp 2900pp 2800pp 2700pp 2600pp 2500pp 2400pp 2300pp

Mar 2010: 2200pp Digital Universe 46.9m aged 2+ Active Universe 39.8m aged 2+ 2100pp Average 2880 pages/user
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-De

…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 1

…Universe Profile
20% 18% 16% 14% 12% 10% 8% 6% 4% 2% 0% Border Central Scotland Northern Scotland Midlands

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

Reach profile

Yorkshire North East North West

London Southern South West East of England

Wales and the West

Source: UKOM APS Mar 1

…Usage by time of day
80% 70% 60% 50% 40% 30% 20% 10% 0% 1:00 2:00 PM4:00 PM6:00 PM8:00 PM 1:00 2:00 AM4:00 AM6:00 AM8:00 AM 10:00 11:00 12:00 AM AM3:00 AM5:00 AM7:00 AM9:00 AM AM AM PM PM3:00 PM5:00 PM7:00 PM9:00 PM PM PM 10:00 12:00 11:00

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

Source: UKOM APS Mar 1

…Category use by time of day
40% 35% 30% 25% 20% 15% 10% 5% 0% 12:001:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 AM 11:00 AM 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 PM 11:00 PM AM AM AM AM AM AM AM AM AM 10:00 AM 12:00 PM PM PM PM PM PM PM PM PM 10:00 PM

COMMUNITIES

NEWS

INSTANT MESSAGING

MUSIC

Source: UKOM APS Mar 1

7%

…Frequency of Internet use
Mar 2010: Up to 7 sessions/month 25% 8-14 sessions 10% 15-28 sessions 13% Over 28 sessions 52%

6%

5%

4%

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 1

Search Portals

…Top categories by reach

Member Communities Software Manufacturers E-mail Internet Tools/Web Services Mass Merchandiser Current Events & Global News Videos/Movies Multi-category Entertainment Maps/Travel Info Research Tools Corporate Information Banks Broadcast Media 0m 5m 10m 15m 20m 25m

Mar 2010: All search engines 36.1m users (91% of active users) Google Search 33.3m (84%)
30m 35m

Source: UKOM APS Mar 1

News

…Top categories’ age/classupmarket map More
Online Retail

n.b. Data illustrative of total audience profile, not of targetable audiences. Includes non-commercial properties
Search Entertainment Video/Film

Younger average age

Internet Tools

Software Mfrs

Portals

Member Communities Email

Source: UKOM APS Mar 1

…Top brands by reach
Google MSN/WindowsLive/Bing Facebook Yahoo! BBC Microsoft eBay YouTube Amazon Wikipedia Apple Ask Search Network AOL Media Network Associated Newspapers Blogger Sky Portal Tesco PayPal Directgov Argos 0m 5m 10m 15m

Mar 2010: Including use of Applications All Google 34.9m users (88% of active users)

20m

25m

30m

35m

Source: UKOM APS Mar 1

…Top brands’ share of time online
Google MSN/WindowsLive/Bing Facebook Yahoo! BBC Microsoft eBay YouTube Amazon Wikipedia Apple Ask Search Network AOL Media Network Associated Newspapers Blogger Sky Portal Tesco PayPal Directgov Argos Other

Mar 2010: (incl use of Applications) Facebook 17% share of hours Top 20 brands 49% share

Source: UKOM APS Mar 1

Windows Live Messenger Windows Media Player iTunes RealPlayer Skype Apple QuickTime Google Earth Yahoo! Messenger LimeWire Picasa 0m

…Top applications by reach

Mar 2010: Windows Live Messenger 14.3m users (36% of active users)

2m

4m

6m

8m

10m

12m

14m

16m

Source: UKOM APS Mar 1

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

512Kb-2Mb 25%

2Mb-8Mb 54%

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

Source: UKOM APS Mar 1

…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

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