Digital Analytics provider comScore has published its 2013 ‘Future in Focus Report’.
The global research provider works in partnership with the AOP to produce UK Online Measurement Company (UKOM)
, the Industry-governed, multi-platform audience measurement service.
The Future in Focus Report
analyses the sea of changes that the digital landscape underwent in 2012 in areas such as search, social, online advertising, mobile and e-commerce, to provide insights into what these changes mean for the coming year.
You can download your complementary copy of the comScore UK Future in Focus Report 2013 here
, and key highlights from the report include:
• 44.8 million people
in the UK used the internet in December 2012, a 5%
increase over the year
• The average UK internet user spent 37.3 hours online
in December 2012, more than any other European audience
• Mail Online is Britain’s largest newspaper site with a total digital audience of 13.4 million people
(PC, Video and Mobile combined)
• The Sun extends digital reach by nearly 17%
when accounting for mobile audiences
• Social media sites capture largest number of display ads with 31%
share of impressions
• Nearly 1/3 of all UK page views
are from mobiles and tablets
• Compared to the total UK internet audience, National Lottery (Camelot Group) is the most popular website amongst the 55+ age group
Managing Director of comScore in the UK, Mike Read, commented on the changing nature of digital content consumption, and the launch of the UKOM at the beginning of 2013:
“We’ve been preparing for a future scenario where most people will consume content on the go and PCs would no longer be the centre of the digital universe. This future is quickly becoming a reality with smartphones, now in the hands of 2 out of every 3 UK mobile phone owners, and devices such as smartphone and tablets now driving nearly a third of internet usage,” said Mike Read, SVP and Managing Director for comScore in the UK.
“2013 is shaping up to be an exciting year that started with a successful launch of our partnership with UKOM and will soon see the introduction of a much-needed, multi-platform audience measurement tool. The ability to understand usage across computers, smartphones and tablets will better reflect the state of digital media today, facilitate cross-platform comparisons, and enable clients to effectively manage their digital investments.”