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1、2019 reportPublished 30 May 2019Online NationRaising awareness of online harms 1 Overview Online Nation is a new annual report that looks at what people are doing online,how they are served by online content providers and platforms,and their attitudes to and experiences of using the internet.It brin

2、gs the relevant research into a single place and aims to act as a data-and insight-driven resource for stakeholders at a time of significant evolution in the online landscape.In this report we set out business models and industry trends,alongside peoples use of and attitudes to the internet.Put toge

3、ther,this provides a valuable and unique evidence base to better understand any potential harms resulting from the use of online services.Alongside this report we have published our latest research on adults media use and attitudes,and our latest research into online harms,which we commissioned join

4、tly with the Information Commissioners Office(ICO).Ofcoms purpose is to make communications work for everyone.The growing relationship between market developments and consumer behaviour in online markets,and in the communications sectors that we regulate,make it ever more important to understand and

5、 keep track of the online landscape.We also have a duty to research and promote media literacy,which includes promoting an understanding of what is happening online.The report is structured as follows:In the first two chapters we set out how we measure and understand the online landscape,looking at

6、peoples use,attitudes and impact,and industry developments.The following four chapters look in detail at specific aspects of the online experience,helping us to understand how online communications and media serve people in the UK.-A chapter on user data sets out how collecting peoples data is key t

7、o internet firms business models and to peoples online experience.-We then focus on search and discovery to examine how people navigate the internet,how online firms help them find the information and content they are looking for,as well as content they are not looking for,but which they might find

8、relevant or appealing.-A chapter on social media explores how the internet enables people to communicate,share content and follow news,but which is also the source of many concerns about being online.-The final chapter,on video,examines how technological advances and changing consumer behaviour have

9、 affected how people consume content and how it is presented to them.2 Contents Overview.1 Executive summary.3 The online consumer.12 The online industry.41 User data.65 Search and discovery.90 Social media.117 Video.144 3 Executive summary The internet has transformed how people consume media and c

10、ommunicate Connected devices,high-speed internet access and new services are transforming how people communicate and consume media content.In 2019,almost nine in ten(87%)UK households had internet access,with 82%of people using home broadband and 70%using a 4G mobile service to get online.Adults who

11、 use the internet spent,on average,3 hours 15 minutes a day online in September 2018,up by 11 minutes since 2017.Children and young adults spent much more time online than they did watching television.But one in ten people do not use the internet In 2019,13%of adults reported that they do not use th

12、e internet.This has remained unchanged since 2014.People over 54 are less likely to use the internet(19%for 55-64s,33%for 65-74s and 48%for those aged 75+).Working-age adults in DE socio-economic group1 households are more than three times as likely as those in non-DE households to be non-users of t

13、he internet(14%vs.4%).The main reason for not going online is the perceived lack of need for the internet,cited by 47%of respondents,followed by someone else going online for the non-user(12%).There are great benefits to being online The internet has made it easier and cheaper to communicate and to

14、create and share content and information.It has enabled new business models which have transformed economic and social activities.Every week 74%of internet users send or receive emails(44 million people)and 49%use the internet for instant messaging communications(29 million);73%search and browse the

15、 internet(43 million)and 36%download information for work/school/university(21 million);51%use the internet for banking or paying bills(30 million)and 46%for online shopping(27 million);23%use the 1 The DE social grades comprise semi-skilled and unskilled manual workers(D)and state pensioners,casual

16、 and lowest grade workers,unemployed with state benefits only(E).4 internet to find health information(14 million)and 19%look for public services information on government sites(11 million).2 but eight in ten adults have concerns about some aspects of internet use While most internet users(59%)agree

17、 that the benefits of going online outweigh the risks,many also have concerns about being online.Just over half(53%)strongly agree that they are concerned about the internet.Compared to our 2018 survey,the proportion of adults who expressed an unprompted concern with aspect(s)of internet use appears

18、 to have increased(from 59%to 78%3).Using a broad definition(ranging from experiences that are mildly annoying to seriously harmful),61%of adults and 79%of 12-15 year-olds have had a potentially harmful experience online in the last 12 months.Adults and childrens exposure to potential online harm in

19、 the past twelve months Source:Ofcom-ICO research 2019 Which,if any,of the following things have you come across on the internet in the last year?PROMPTED There are high concerns about the potential online harm to children When prompted,83%of adults expressed concern about harms to children on the i

20、nternet.The greatest concern was bullying,abusive behaviour or threats(55%)and there were also high levels of concern about childrens exposure to inappropriate content including pornography(49%),violent/disturbing content(46%)and content promoting self-harm(42%).Four in ten adults(39%)were concerned

21、 about children spending too much time on the internet.Many 12 to 15-year-olds said they have experienced potentially harmful conduct from others on the internet.More than a quarter(28%)said they had had unwelcome friend or follow requests or unwelcome contact,23%had experienced bullying,abusive beh

22、aviour or threats,20%had been trolled4 and 19%had experienced someone pretending to be another person.Fifteen per cent said they had viewed violent or disturbing content.2 Ofcom Technology Tracker 2019 3 The results of the two surveys are not directly comparable and can only be interpreted as indica

23、tive.4 A person who engages in trolling is one who deliberately says something controversial in order to start arguments or cause upset.5 Social media sites,and Facebook in particular,are the most commonly-cited source of online harm for most of the types of potential harm we asked about.For example

24、,69%of adults who said they had come across fake news said they had seen it on Facebook.Among 12 to 15-year-olds,Facebook was the most commonly-mentioned source of most of the potentially harmful experiences.Most adults say they would support more regulation of social media sites(70%),video sharing

25、sites(64%)and instant messenger services(61%).Compared to our 2018 research,support for more online regulation appears to have strengthened.However,just under half(47%)of adult internet users recognised that websites and social media sites have a careful balance to maintain in terms of supporting fr

26、ee speech,even where some users might find the content offensive.5 Changes in online behaviour are driven by being constantly connected,particularly to mobile internet Internet use is increasingly on smartphones.On average,a UK adult smartphone user spent 2 hours 34 minutes per day online on their s

27、martphone in September 2018.Smartphone users spend 68%of the total time people spend online on their smartphone,up from 44%in 2015.When time spent on tablets is added in,75%of peoples total time online is on mobile devices.More than half(51%)considered the mobile as their most important device for a

28、ccessing the internet in 2018.More than a third(35%)of the total time spent online in the UK is on sites owned by Google or Facebook.This reflects the primacy of video and social media in peoples online consumption,particularly on smartphones.Around nine in ten internet users visit YouTube every mon

29、th,spending an average of 27 minutes a day on the site.A similar number visit Facebook,spending an average of 23 minutes a day there.But overall,people have a varied online diet,on average spending a minute or more each day on 15 different internet sites and apps.Sites and apps that were not among t

30、he top 40 sites ranked by time spent accounted for 43%of average daily consumption.Just over one in five internet users said that in the past month they had used lots of websites or apps theyve used before while a third(36%)said they only use websites or apps theyve used before.5 Ofcom-ICO research

31、2019 6 Average share of time spent online per day by adult digital population,split by property6:September 2017 and 2018(hours:minutes)Source:Comscore MMX Multi-Platform,Age:18+,Sep 2017&2018,UK Advertising is the primary source of revenue for most online sectors Online advertising generated 13.4bn

32、in the UK in 2018(up 13%since 2017).This represents 57%of total UK advertising revenue(television was the second largest sector at 5.1bn 22%of total advertising revenue).Growth was driven by mobile advertising,which increased by 29%in 2018 and accounted for 51%of all online ad spend.Fifty per cent o

33、f online advertising revenue came from search,and 39%from display advertising,similar to last year.Google and Facebook together generated an estimated 61%of UK online advertising revenue in 2018.Their websites are the most visited by adults in the UK,but their share of revenue is far greater than ti

34、me spent(35%).Subscription is growing fast as a business model,particularly for entertainment and news where it accounted for 64%and 39%of revenue globally.6 Properties are groups of websites and apps owned by the same company.For instance,Google properties include Google Search,YouTube,Gmail and ot

35、her Google-owned sites.7 Revenues for key online sectors in the UK Source:O&O analysis based on data from AA WARC,PwC Global Entertainment&Media Outlook,Enders Analysis(based on company data and AA/WARC),Zenith,Statista and company information and public filings Note UK figures are indicative only a

36、nd may differ from other industry sources There is limited understanding of how peoples data is collected and used Analysis of the tags used by the most popular sites in the UK indicates highly sophisticated recording of user behaviour.Tags are pieces of code that allow sites to carry out a function

37、,such as collecting information or loading content.They are integral to how users are tracked on the internet and presented with content that is relevant to them,including personalised adverts.The number of tags on desktop sites ranges from an average of three for search engines to 77 on leading new

38、s websites.8 Average numbers of unique tags on popular sites in the UK7 Source:Crownpeak.Scans conducted 06/05/2019&07/05/2019.Average of top ten sites in each genre.Most internet users(74%)say they feel confident about managing their personal data online and the majority of people are happy for com

39、panies to collect their information under certain conditions(with 39%saying they are not happy for companies to collect and use their personal information).However,17%of adult internet users say they dont mind if organisations use information about them to decide the content they are shown,and 18%do

40、nt mind information being used to determine the adverts they are shown.Awareness of how data is collected is mixed.Seven in ten(71%)adults are aware of cookies being used to collect information through websites,six in ten(60%)say they know about information being collected from social media accounts

41、 and just under half(49%)are aware of information being collected through smartphone apps.Most(69%)say they accept terms and conditions without reading them.Trust in online services to protect user data/use it responsibly varies significantly.Among ten leading UK sites,trust among users of these ser

42、vices was highest for BBC News(67%)and Amazon(66%)and lowest for Facebook(31%)and YouTube(34%).There is limited understanding of how search engines are funded With an estimated 400 million active sites on the internet,the ability to search and discover content and information is critical.People rely

43、 on search engines and particularly Google(97%of internet users say they use it,followed by 14%who say they use Bing).Around half of UK online advertising revenue comes from paid-for search(6.7bn in 2018).However,there is still widespread lack of understanding about how search engines are funded.Fif

44、ty-7 Piggybacking refers to where tags are chained together as one connects to another,then another and so on.9 four per cent of adult internet users correctly said they are funded by advertising,with 18%giving an incorrect response and 28%saying they did not know.While 97%of internet users still us

45、e search engines to look for things online,a variety of other services are also used.Nearly two-thirds of people(65%)say they go more often to specific sites to find specific things than they did a year ago,such as a news site for news stories or a video site for videos;and 30%say they used to have

46、a search engine as their home page but no longer do.Recommendation engines are a key way for platforms to help people discover content and products-70%of viewing to YouTube is reportedly driven by recommendations,while 35%of what consumers purchase on Amazon comes from recommendations.Sources used t

47、o search for things on the internet,proportion of all respondents(%)Source:Ofcom Search questionnaire 2019 Question:Q2.Which of the following do you use to search for things on the internet?(THIS INCLUDES ANY TYPE OF SEARCH FOR ANY TYPE OF INFORMATION OR CONTENT)Base:UK adults aged 16+(2131)While so

48、cial media use remains high,Facebook use has declined Around 70%of UK adults have a social media account and about one in every five minutes spent online is on social media.On average,UK internet users spend 39 minutes each day on services including Facebook,Snapchat,WhatsApp,Instagram,Tumblr,Twitte

49、r,LinkedIn,Reddit and Pinterest.Facebook is still the largest social media site in the UK in terms of reach,consumption and revenue,although its use has fallen in the last two years(from 95%of social media users in 2016 to 88%in 2018).Use of Facebook-owned properties WhatsApp and Instagram both grew

50、 in the same period.There is an increase in people using multiple services:20%of social media users only used Facebook in 2018(down from 32%in 2018).However,users spend much more time on Facebook,at an average of 23 minutes a day per user,compared to around nine minutes on Snapchat and five minutes

51、on Instagram,and 74%of Facebook users check it at least once a day.85%61%50%41%40%37%30%30%28%19%11%10%10%7%3%Search enginesA shopping website or appTyping directly into the URL box in an internet browserSocial media websites or appsThe YouTube website or appWebsites or apps with user reviewsThe Wik

52、ipedia website or appThe BBC website or appMap app or mapping websiteWebsites/apps of newspapersTyping into the Windows Start buttonOnline articles on sites/appsVoice assistant on mobile phoneVoice assistant on a smart speakerVoice assistant on a connected TV through a set top box,smart TV,or stream

53、ing stick 10 Social media is an important part of many aspects of internet use including keeping in touch with friends and family,sharing photos and videos,and staying up to date with news and current affairs.In 2018,44%of adults claimed to consume news via social media.Around half of 12-year-olds h

54、ave a social media profile.Most social media sites including Facebook,Twitter,Instagram and Snapchat have a minimum age requirement of 13,but 21%of 10-year-olds,34%of 11-year-olds and 48%of 12-year-olds say they have a profile.Social media sites used by adults:2013-2018 Source:Ofcom Adults Media Lit

55、eracy Tracker 2018 UK online use is becoming increasingly video-centric Video accounted for the majority of UK internet traffic in 2017,at 70%of data transferred,including activities such as streaming TV and video,as well as making video calls and online gaming.YouTube is the largest video site/app,

56、with 92%of UK internet users accessing it once a month,for 27 minutes per day on average.This is mostly to watch music(62%of video service users)and how-to videos(57%).YouTube is also increasingly used as a search tool,with 40%of UK adults searching directly via the YouTube website or app in 2019.96

57、%20%12%22%7%28%12%2%16%3%43%95%45%31%30%23%26%17%12%16%3%32%91%54%31%33%27%24%16%14%14%3%26%88%61%38%35%25%25%16%12%11%3%20%Facebook Whats App Instagram YouTubeSnapchatTwitterLinkedInPinterestGoogle+TumblrFacebookonly201320162017*2018*11 Type of video content consumed online Source:Ofcom Adults Medi

58、a Literacy Tracker 2018 Question:IN19B.(SHOWCARD)And what types of videos do you tend to watch on these sites and apps?(MULTI CODE)Base:Those who ever watch videos on sites or apps like YouTube,Vimeo,Snapchat or Facebook 3%4%9%10%13%25%29%29%39%42%56%57%62%Religious speeches or eventsOther types of

59、videosPolitical speeches or campaignsVlogs from vloggers/influencers(like Zoella or Thatcher Joe)Game tutorials,walk-throughs,watching other people play gamesWhole TV programmes or filmsSports/football clips or videosNews/current affairs/documentariesReviews about things I may want to buyShort enter

60、tainment videos(film trailers,clips from TV programmes or highlights).Funny videos/jokes/pranks/challengesHow-to videos,tips or tutorials about things that I want to doMusic videos 12 The online consumer Introduction Key metrics Figure 1.1:UK internet and online consumer market:key metrics Source:1O

61、fcom Technology Tracker 2019,2Comscore MMX Multi-Platform,Sep 2015,2016,2017 and 2018,UK 3Ofcom Adult Media Literacy Tracker 2010-2018 Note:Caution is advised in comparing values before and after February 2011 and September 2017 because of a change in Comscore methodology.Figure 1.2:Proportion of UK

62、 population who ever go online,at home or elsewhere,by age Source:Ofcom Childrens Media Use and Attitudes Tracker 2018 for age groups 3-15;Ofcom Adults Media Literacy Tracker 2018 for age groups 16+.Note:Childrens figures based on users who ever go online at home or elsewhere.In 2019,nearly nine in

63、ten(87%)UK households had internet access.8 This was through a variety of methods including fixed broadband into the home and mobile broadband via a 3G or 4G network to 8 Ofcom Technology Tracker 2019 UK internet penetration by age3-45-78-1112-1516-2425-3435-4445-5455-6465-7475+1Internettake-up(%)52

64、82939999999693816752 13 a mobile device.Of those who did not intend to get internet access at home,the majority continued to cite a lack of need for this service as the main reason.Every week 74%of internet users send or receive emails and 49%use the internet for instant messaging communications;73%

65、search and browse the internet and 36%download information for work/school/university;51%use the internet for banking or paying bills and 46%for online shopping;23%use the internet to find health information and 19%look for public services information on government sites.9 Despite its growing import

66、ance for communication,information and entertainment,around one in ten(13%)adults in the UK do not access the internet at all,and there has been no significant change in this figure since 2014(14%).10 Understanding who these people are,and why they are not using the internet,can highlight whether a

67、section of UK society is being digitally left behind,and reveal the barriers to take-up.Non-use of the internet is more likely for the over-54s(19%for 55-64s,33%for 65-74s and 48%for those aged 75+)and for adults in DE socio-economic group11(23%).Compared to the average,those aged 16-54 and those in

68、 AB or C1 households are less likely to be non-users.Given the high proportion of older people in the DE socio-economic group,additional analysis was conducted among working-age adults(16-64 year-olds)to explore whether the differences in going online are driven by age,socio-economic group or both.T

69、he analysis reveals that working-age adults in DE households are more than three times as likely as those in non-DE households to be non-users of the internet(14%vs.4%);non-use of the internet is therefore driven both by age and by socio-economic group.For more detailed analysis on this please see o

70、ur 2018 Adults Media Use and Attitudes report.9 Ofcom Technology Tracker,2019 10Ofcom Adults Media Literacy Tracker,2018 11 The DE social grades comprise semi-skilled and unskilled manual workers(D)and state pensioners,casual and lowest grade workers,unemployed with state benefits only(E).14 Figure

71、1.3:Incidence of non-use of the internet,by demographic group Source:Ofcom Adults Media Literacy Tracker 2018 IN1.Do you ever go online?(unprompted responses,single coded)Base:All adults aged 16+(1882 aged 16+,varies by demographic)Arrows show significant differences(95%level)by age/socio-economic g

72、roup compared to all adults Time spent online continued to grow.Comscore,the UKOM-accredited online audience measurement currency,12 measured the actual time spent online by an adult on computers and mobile devices to be an average of 3 hours 15 minutes a day in September 2018,an increase of 11 minu

73、tes year on year.13 This corresponds with the increase found from the estimates made by our surveyed adults.14 Comparing time spent online with other activities,UK TV-viewing adults spent on average 3 hours 23 minutes watching TV per day,and radio listeners spent 3 hours 3 minutes listening to the r

74、adio per day.15 Smartphones have become the primary device for accessing the internet;more than two-thirds(68%)of UK adults total online time is spent via smartphones,up from 44%in 2015.16 Eight in ten(81%)adults who use their smartphones to go online access the internet three or more times a day(on

75、 any device)compared to just over two-thirds of adults overall17,and Ofcom research finds that smartphone users check their phones on average every 12 minutes of the waking day.18 The constant connectivity that smartphones enable has resulted in the average adult smartphone user spending 2 hours 34

76、minutes on the internet on their smartphone per day.The majority of this time(2 hours 13 minutes)is spent via an app,with the remainder spent on web browser use.19 The 12 Comscore currently does not measure online activity via a smart TV.UKOM,the governing body for online audience measurement,endors

77、es select Comscore products.13 Comscore MMX Multi-Platform,Total Internet,Age:18+,Sep 2017&2018,UK 14 Ofcom Adults Media Literacy,2018 research found that the average estimated time spent online in 2018 was 3 hours 46 minutes a day,11 minutes higher than in 2017,Ofcom Adults Media Literacy tracker 2

78、018,Age:16+15 BARB,daily viewing figure for September 2018,Age:18+,RAJAR Q3 2018,Age:18+16 Comscore MMX Multi-Platform,Total Internet,Age:18+,Sep 2018,UK 17 TouchPoints 2018,GB,age:15+18 Ofcom,Communications Market Report,2018,p.59 19 Comscore Mobile Metrix,Total Internet,Smartphone only,Age:18+,Sep

79、 2018,UK 15 implications of smartphone-first and smartphone-only use are further explored in the Adults Media Use and Attitudes report.The internet is also an important part of most childrens lives,with 92%of 5-15s using any device to go online,at home or elsewhere,in 2018.20 Ofcoms research finds t

80、hat children aged 5-15 spend an estimated 2 hours 11 minutes on average per day online.21 As children get older they transition their online use from mostly using tablets to mostly using smartphones.Comscore does not record the time spent online by children younger than 13 years old across devices,b

81、ut it does record that 13-17 year olds spent an average of 3 hours 1 minute a day online,with the majority(71%)of this time spent on smartphones in 2018.22 Teenagers are more likely to use only smartphones to access the internet;46%of 13-17s(1.65 million)only access the internet via a smartphone,com

82、pared to 33%of adults(17.3 million).23 Time spent online,and internet device use On average a UK adult spent 3 hours 15 minutes per day online in 2018 The average time spent online by adult internet users increased by 6%(11 minutes)between September 2017 and 2018,to 3 hours 15 minutes per day.24 Thi

83、s increase was driven by smartphone use,which increased by 14 minutes year on year to an average of 2 hours 3 minutes per day,while the average time spent online on computers(computers includes desktops and laptops)decreased by 4 minutes year on year to 48 minutes in 2018.The majority(86%)of time sp

84、ent online on a smartphone was via an app.25 Figure 1.4:Total time spent online by adult internet users in the UK,by device share Source:Comscore MMX Multi-Platform,Total Internet,Age:18+,Sep 2015-2018,UK 20 Ofcom Childrens Media Use and Attitudes Tracker,2018 21 Ofcom Childrens Media Use and Attitu

85、des Tracker,2018.Base:Parents of 3-7 year olds and children aged 8-15.22 Comscore MMX Multi-Platform and Mobile Metrix,Total Internet,Age:13-17,Sep 2018,UK 23 Comscore MMX Multi-Platform,Age:18+,Sep 2018,UK.Note:social media app use not measured for 6-17 year olds.Percentages calculated using ONS 20

86、17 population estimates.24 Comscore MMX Multi-Platform,desktop and mobile only,Total Internet,Age:18+,Sep 2017&2018,UK.Note:Comscore does not measure online use via a TV set 25 Comscore MMX Multi-Platform and Mobile Metrix,Total Internet,Age:18+,Sep 2017&2018,UK 16 All age groups spend most of their

87、 time online on smartphones,mainly using apps The average time spent by UK online adults using a computer to access the internet has remained stable year on year,at 1 hour 9 minutes per day in 2018(2017:1 hour 9 minutes).This is a result of two diverging trends across age groups.Over-54s are spendin

88、g 19%(11 minutes)more time online via computer devices,while 18-54s,6%less time(4 minutes)online via a computer.26 Figure 1.5:Average time spent online,by device user per day,by age:September 2018(hours:minutes)Source:Comscore MMX Multi-Platform,Age:13+,Sep 2018,UK UK adults spend 2 hours 34 minutes

89、 per day using the internet on their smartphones,an increase of 3%(5 minutes)year on year.The large majority(86%)of this time is spent on apps.Smartphone use decreases with age;on average 18-24 year-olds spend the most time online,at 3 hours 21 minutes per day.Over-54s spend the least amount of time

90、 on their smartphones:an average of 2 hours 3 minutes per day.26 Comscore MMX Multi-Platform,Total Internet,Age:18+,Sep 2017&2018,UK 17 Figure 1.6:Average time spent on online on a smartphone per day,by age group,web and apps:September 2018(hours:minutes)Source:Comscore Mobile Metrix,Age:18+,Sep 201

91、8,UK Note:Average time by online smartphone users only Children spend just over 2 hours online per day,and as they get older they shift their online use from mostly tablets to mostly smartphones More than nine in ten(92%)children aged 5-15 go online using any type of device,and this increases with a

92、ge,ranging from 52%of 3-4s to 99%of 12-15s.Around six in ten 5-15 year-olds use a tablet or a laptop or to go online,while half use a mobile phone.As children get older there is a shift in their main device used to access the internet,from mostly using a tablet to mostly using a smartphone.This is b

93、ecause childrens ownership of smartphones increases as they get older.Ofcom research has found that 18%of 9 year-olds own a smartphone,47%at age 10 and 93%at age 15.Figure 1.7:Device mostly used to go online by children,by age:2018 Source:Ofcom Childrens Media Use and Attitudes Tracker 2018 QP24/QC1

94、1.And when your child goes online at home or elsewhere,which device do they mostly use?(prompted responses,single coded).Responses from parents for 3-7 year-olds and from children aged 8-15.Since 2014 responses are taken from the child aged 8-11 or aged 12-15 rather than the parent.Base:Parents whos

95、e child ever goes online aged 3-4(328)or 5-15(1298 aged 5-15,362 aged 5-7,456 aged 8-11,480 aged 12-15).69%67%45%23%16%13%24%53%9%13%20%12%5%7%11%12%3-4 year olds5-7 year olds8-11 year olds12-15 year oldsOtherComputerMobile phoneTablet 18 Five to 15 year-olds and their parents estimate that they spe

96、nd on average 15 hours 18 minutes per week online.27 This is 10 hours less than the average time an adult estimates they spend online.28 Children in DE households are estimated to spend slightly more time online,at 16 hours 48 minutes.Children aged 3-4 in C2DE households spend more time online than

97、those in ABC1 households(9 hours 54 minutes vs.8 hours).Figure 1.8:Estimated weekly hours children who access the internet go online at home or elsewhere,by age:2018(hours:minutes)Source:Ofcom Childrens Media Use and Attitudes Tracker 2018 QP25A-B.How many hours would you say he/she spends going onl

98、ine on a typical school day/on a weekend day?(unprompted responses,single coded)In 2007-2012 the response for 12-15 was taken from the child and the parent for 5-7s and 8-11s.In 2007-2013 parents/children were asked about their use at home,whereas since 2014 they have been asked about use at home or

99、 elsewhere.Base:Parents of children aged 3-7 who use the internet at home or elsewhere and children aged 8-15 who use the internet at home or elsewhere(variable base).Significance testing shows any change between 2017 and 2018.Smartphones are the most popular device for accessing the internet As sma

100、rtphone take-up has grown,the use of computers to access the internet has fallen.Following rapid growth between 2010 and 2016,the use of tablets has levelled off,perhaps because users consider a large-screen touchscreen smartphone as sufficient for internet browsing and watching videos.Figure 1.9 sh

101、ows the devices that users say they use to go online;however,the numbers for connected TVs29 and games consoles are likely to be understated,perhaps because some people do not think of watching video on demand or playing online games as going online.Our research finds that in 2019 nearly half of all

102、 households(47%)had a smart TV and 43%had a games console(although not all of these will be connected).Smart speakers are also an increasingly common way of getting online,and in 2019 they are in a fifth(20%)of households.30 27 Ofcom Childrens Media Use and Attitudes Tracker,2018 28 Ofcom Adults Med

103、ia Literacy Tracker,2018.Age:16+29 Connected TVs are TVs which are connected to the internet via either smart TV functionality,a set-top box,a streaming stick or a games console.A smart TV is not always connected if it has not been connected to the internet.30 Ofcom Technology Tracker,2019 19 Figure

104、 1.9:Devices used to go online:2010-2018 Source:Ofcom Adults Media Literacy Tracker 2018 IN2.Do you go online using any of these devices?(prompted responses,multi-coded)Base:All adults aged 16+(1875 in 2017,1882 in 2018)Over half of adults(51%)now say their mobile phone is the device they would miss

105、 the most if it was taken away,an increase since 2017(46%).Adults aged under 55 are more likely than average to say this,and the incidence rises to 77%among 16-24s and 72%among 25-34s.In contrast,adults aged 55 and over are less likely to say they would miss their mobile phone the most;34%for 55-64s

106、,18%for 65-74s and 8%for the over-74s.This is because they are more likely than average(28%)to say they would miss a TV set the most;four in ten of 55-64s(39%),half of 65-74s(50%)and close to two-thirds of over-74s(65%)say they would miss a TV set the most.31 The importance of the smartphone is refl

107、ected in its frequency of use;with only 42%of surveyed online adults stating that they personally accessed the internet at least once a day via a laptop,whereas 73%said they used a smartphone.32 31 Ofcom Adults Media Literacy Tracker,2018 32 TouchPoints,2018,GB,aged:15+31%59%66%70%72%69%78%62%62%58%

108、5%30%49%52%50%9%14%16%20%9%13%11%10%13%3%2%4%20102013201620172018SmartphonesComputerTabletSmart TVGames consoleWearable Tech 20 Figure 1.10:Most missed device Source:Ofcom Adults Media Literacy Tracker 2018,2017,2016&2015.A5.Which one of these things you use would you miss the most if it was taken a

109、way?(prompted responses,single coded).Base:All adults aged 16+(1890 in 2015,1841 in 2016,1846 in 2016,1875 in 2017,1882 in 2018).Showing responses by 2%of all adults in 2018.Arrows show significant changes(95%level)between 2017 and 2018.Figure 1.11:Most missed device,by age:2018 Source:Ofcom Adults

110、Media Literacy Tracker 2018 A5.Which one of these things you use would you miss the most if it was taken away?(prompted responses,single coded)Base:All adults aged 16+(1882 aged 16+,246 aged 16-24,256 aged 25-34,322 aged 35-44,272 aged 45-54,309 aged 55-64,221 aged 65-74,256 aged 75+in 2018)Showing

111、responses by 2%of all adults More and more people are using only a smartphone to get online.Over 17 million UK adults only used a mobile phone to access the internet in September 2018,representing 30%of the digital 21 population.33 By contrast,in September 2018,7%(2.2 million)of the digital populati

112、on were computer-only internet users,a decrease of 66%(4.3 million individuals)since 2016.34 Older people are driving this change:the number of over-54s using only mobile phones to go online increased from 1.4 million in 2015 to 3.6 million in 2018.And 48%of 13-17 year-olds(1.6 million)accessed the

113、internet only through a smartphone device in September 2018.35 Figure 1.12:Smartphone-only unique visitors,by age:September 2015-2018 Source:Comscore Mobile Metrix,Age:18+,Sep 2015-2018,UK Online activities UK adults spend most time on Google and Facebook sites,but also like to visit smaller sites a

114、nd apps Properties are groups of websites and apps owned by the same company.For instance,Google properties include Google Search,YouTube,Gmail and other Google-owned sites.The top ten properties overall have increased their reach in the last two years.Two years ago,only Google sites had a reach of

115、over 90%of the online adult population,whereas in 2018 four of the top ten properties had a reach greater than 90%.Google sites remain the most-visited property,visited by an average of 42.3 million adults every month in 2018.36 Within the Google property portfolio,YouTube had the highest reach(92%o

116、f the online adult population)and had by far the most time spent on it(users spent an average of over 27 minutes a day there in September 2018;see chapter:Video for more information).37 After Google and Facebook(which includes WhatsApp and Instagram),BBC sites had the third-highest reach,increasing

117、from 81%of online adults in 2016 to 93%in 2018 up by 6.1 million users.33 Comscore Mobile Metrix,Age:18+,Sep 2015-2018,UK 34 Comscore MMX Multi-Platform,Total Internet,Age:18+,Sep 2016&2018,UK 35 Comscore Mobile Metrix,Age:13-17,Sep 2018,UK 36 Comscore MMX Multi-Platform,P Google Sites,Age:18+,2018,

118、UK 37 Comscore MMX Multi-Platform,P Google Sites,M YouTube,Age:18+,Sep 2018,UK 14.5m3.2m4.4m3.2m2.3m1.4m15.7m3.1m3.9m3.3m3.1m2.4m17.m3.4m4.4m3.2m3.1m2.9m17.3m3.3m4.2m3.2m3.m3.6m18+18-2425-3435-4445-5455+2015201620172018 22 Figure 1.13:Top ten properties accessed by the adult online audience on mobil

119、e/desktop devices in the UK,by reach:September 2017-2018 Source:Comscore MMX Multi-Platform,Age:18+,Sep 2016-2018,UK;1Includes legacy Yahoo!and AOL sites.Figure 1.14 shows a breakdown of the time UK adult internet users spend online(on computers,smartphones and tablets).It shows that around a third

120、of time is spent on Google and Facebook properties.Overall,there are 14 properties on which internet users spend,on average,more than a minute a day.The remaining 43%of online time is split between a long tail of properties-there are approximately 400 million active sites globally.38 The data also p

121、rovide an indication of a shift in internet use towards video and audio streaming(see Video chapter for more detail).Properties such as Spotify,Netflix and Snapchat,which are not in the top ten for reach,are nevertheless in the top ten in terms of the time spent by users.The time spent on Spotify do

122、ubled,from 4 to 8 minutes per day,in 2018,and the three-minute increase in the time spent on Google properties is due to the increasing time spent on YouTube,whereas time spent on Facebook properties fell by three minutes.As the data only includes time spent online on computers and mobile devices,it

123、 understates Netflix viewing,which is predominantly on connected televisions,nevertheless Netflix is the only pure paid-for subscription service in the top ten.Figure 1.14:Average share of time spent online per day by adult digital population,split by property:September 2018 and September 2017(hours

124、:minutes)38 https:/ 23 Source:Comscore MMX Multi-Platform,Age:18+,Sep 2017&2018,UK Figure 1.15:Top ten properties accessed on mobile/computer devices in the UK,ranked by average time spent per day by visitors to the sites:September 2016-2018 Source:Comscore MMX Multi-Platform,Top 100 Properties,Age:

125、18+,Sep 2016-2018,UK.1Includes legacy Yahoo!and AOL sites.Note:Online use via a TV set is not measured by Comscore.Caution is advised in comparing values before and after September 2017 because of a change in Comscore methodology.Google-owned YouTube had the highest reach among online users and the

126、most time spent by site visitors The importance of YouTube in the UKs online landscape is evident in that it has the highest reach of any site and has the most time spent per visitor per day.Its vast video library may satisfy users needs,so that they do not need to look elsewhere.For instance,Ofcom

127、research has found that over a third(38%)of online consumers now use YouTube to search for content and information,up by 31%since 2016.39 Facebook,which also offers video capabilities through its Facebook Watch service as well as via its feed,had the second highest reach,and second highest time spen

128、t by visitors using the site,at nearly 23 minutes per day.39 Ofcoms Adults Media Literacy Tracker,2018 24 Figure 1.16:Top ten sites ranked by reach of digital population age 13+:September 2018 Source:Comscore MMX Multi-Platform,Age:13+,Sep 2018,UK Note:Comscore data excludes time spent online via a

129、TV set 94%of internet users have used a search engine to look for information online Figure 1.17:Top ten search sites,by reach of digital population,age:13+:September 2018 Source:Comscore MMX Multi-Platform,Age:13+,Sep 2018,UK Search engines continue to have a critical role in helping people navigat

130、e the internet.Ofcom research in 2018 found that 94%of internet users had ever used a search engine to look for information online.40 Google Search,the most popular search site,was visited by 39 million unique UK internet users in September 2018,followed by Microsofts Bing with 22 million.40 Ofcom A

131、dults Media Literacy Tracker,2018 Reach rankTop search sites Digital population reach(%)Time spent by visitor per day(min:sec)1Google Search8305:062Bing4701:033Yahoo Search1700:324Ask Network900:165Web-Explore700:026iZito200:027ZapMeta100:028Baidu101:539DuckDuckGo101:0910Search Encrypt100:16 25 Goog

132、le Search led both on smartphones(27 million searched using Google on their mobile device in September 2018),and on computers(22 million).Another popular search site,Bing,was predominantly used on computers;Bing had 19 million visitors on computers but was accessed by only 6 million on mobile device

133、s.Bings high share on computers could be driven by its link to the default search function on Windows 10 devices,whereas only a small proportion of smartphones use a Microsoft operating system.See the Search and Discovery chapter for an in-depth look at search online.Four in five adult internet user

134、s have an account on a social media or messaging site or app Social media continues to be a popular pastime for UK adults;80%of internet users report that they have a profile or account on a social media or messaging site or app,stable since 2017(77%).41 Facebook is still the most common site on whi

135、ch to have a profile,used by close to nine in ten adults with a social media or messaging profile/account(88%),although this is down since 2017(91%)42.Comscore data shows that 94%of adult internet users(41 million)accessed the platform in September 2018.43 The majority(67%,28 million)of adults who a

136、ccessed Facebook and Messenger accessed the platform only on a mobile device.44 Figure 1.18:Top ten social media sites,by reach of digital population,age:18+:September 2018 Source:Comscore MMX Multi-Platform,Age:18+,Sep 2018,UK,Note:Reach is not equivalent to the number of social media accounts.Snap

137、chat data is mobile app reach only.Ofcom research found that many children under the age of 13 have a social media profile,including 48%of 12 year-olds(Figure 1.19).Among 12-15 year-olds Facebook is still the most commonly-used social media site or messaging app(72%of 12-15s have a profile),although

138、 use of alternatives is 41 Ofcom Adults Media Literacy Tracker,2018 42 Ofcom Adults Media Literacy Tracker,2018 43 Comscore MMX Multi-Platform,Age:18+,Sep 2018,UK 44 Comscore MMX Multi-Platform,Age:18+,Sep 2018,UK Reach rankTop social media sites Digital population reach(%)Time spent by visitor per

139、day(min:sec)1Facebook and Messenger9423:052Twitter5902:263Instagram5905:084Snapchat5308:565WhatsApp5205:376LinkedIn4201:457Pinterest3201:258Reddit2301:429StackExchange1100:0610Google+1100:35 26 increasing in the UK(Instagram:65%,up 8pp,and WhatsApp 43%,up 11pp year on year).In 2018 children aged 12-

140、15 were less likely than in 2017 to nominate Facebook as their main site or app(31%vs.40%),with a corresponding increase in those who considered Instagram(which is owned by Facebook)their main social media app or site(23%in 2018,up from 14%in 2017).For more information,see the Social Media chapter i

141、n this report.Figure 1.19:Incidence of having a profile on a social media or messaging app,by age of child:2018 Source:Ofcom Childrens Media Use and Attitudes Tracker 2018 QP43/QC19 Id now like to ask you some questions about your childs use of social media or messaging sites or apps*-so websites or

142、 apps like Facebook,Twitter,Instagram,Snapchat,Whats App and some activities on YouTube.Does your child have a profile or account on any of these types of sites or apps?(prompted responses,single coded).Responses from parents for 5-7 year-olds and from children aged 8-15.Base:Parents of children age

143、d 3-4 or 5-15(325 aged 3,305 aged 4,180 aged 5,147 aged 6,121 aged 7,181 aged 8,107 aged 9,117 aged 10,92 aged 11,171 aged 12,112 aged 13,96 aged 14,106 aged 15).97%of UK online users access a news site,with BBC News the most popular Figure 1.20:Top ten news sites,by reach of digital population,age:

144、13+:September 2018 Source:Comscore MMX Multi-Platform,Age:13+,Sep 2018,UK Reach rankTop news sites Digital population reach(%)Time spent by visitor per day(min:sec)1BBC News6702:262The Sun Online6600:563The Guardian5000:504DailyMail5001:485Telegraph4700:176Mirror Online4300:237Independent4100:148Met

145、ro3600:119Yahoo-Huffpost3400:2610Sky News3300:40 27 The internet is the second most commonly-used platform for news,with 64%of adults saying they use it as a news source(behind television at 79%).45 Half of British online adults(52%)say that news and current affairs is one of the main reasons they g

146、o online.Those in the DE socio-economic group are less likely than the AB socio-economic group to give this as a reason(41%vs.63%).46 A wide range of news sites are used.BBC News has the highest reach(67%of the UKs online population in September 2018)and its users also spend the most time there.The

147、next seven most popular sites are all the online versions of print newspapers,with the Huffington Post the only online-only news site in the top ten visited.The low average daily time spent on news sites indicates that online news services are often dipped into rather than read for long periods of t

148、ime,and shows that people typically use multiple news sources.Ofcom research finds that men,16-24 year olds,those in higher socio-economic groups and ethnic minority groups are more likely to use a wider variety of online news sources.47 Social media sites are also widely used for news:44%of adults

149、claim to consume news via social media.Of these,76%claim to use Facebook for news nowadays,followed by Twitter(32%),WhatsApp(22%)and Instagram(21%).Younger news consumers are more likely to mostly use social media channels for news,and 16-24s are more likely to mostly get their news from social medi

150、a posts.48 94%of UK online users access an e-commerce site,with Amazon the most popular In 2019,70%of UK internet users claimed to have shopped online,though reach of e-commerce sites was at 94%in 2018.49 It could be that some users choose to browse products on e-commerce sites,but choose not to com

151、plete a shopping transaction online.The top two retail sites,Amazon and eBay,reached 79%and 68%of the UK online audience aged 13+respectively.More than half(54%)of all internet users claimed to do more of their shopping online these days.This is up across all socio-economic groups but rises to 64%fo

152、r AB internet users compared to 44%for DE internet users.50 45 Ofcom News Consumption Survey,2018 46 TouchPoints,2018,GB,age:15+47 Ofcom News Consumption Survey,2018,slide 63 48 Ofcom News Consumption Survey,2018,slide 46 49 Ofcom Technology Tracker,2019 50 TouchPoints 2018,GB,Age:15+28 Figure 1.21:

153、Top ten e-commerce sites,by reach of digital population,age:13+:September 2018 Source:Comscore MMX Multi-Platform,Age:13+,Sep 2018,UK The top ten entertainment sites in 2018 included broadcasters and online video and music streaming services Figure 1.22:Top ten entertainment sites,by reach of digita

154、l population,age:13+:September 2018 Source:Comscore MMX Multi-Platform,Age:13+,Sep 2018,UK For 70%of online adults,the main reason they use the internet is for entertainment.51 Video and music services lead the entertainment top ten sites,led by YouTube.51 TouchPoints 2018,GB,age:15+Reach RankTop E-

155、commerce Sites Digital Population Reach(%)Time spent by visitor per day(min:sec)1Amazon7902:412eBay6804:023Sainsburys(incl.Argos)3800:274Tesco Stores2800:245Apple2200:086Samsung2001:497Asda1900:318W1501:369Just-Eat1500:3410John Lewis(excl.Waitrose)1100:15 29 On-demand services from the BBC and ITV a

156、re in the top ten but are behind subscription service Netflix in terms of time spent.For all three,reach and time spent are understated as they are widely viewed on connected televisions,which is not included in this data.Music services also feature strongly,and Spotify is one of the few services th

157、at rivals YouTube(itself frequently used for music)in time spent by its users.Mobile applications Mobile apps were first introduced in 2008 as a way of organising a smartphone users contacts,emails,calendars and various other services which usually come pre-installed on devices.They have since becom

158、e the main way of accessing online services on the smartphone,offering ease of accessibility and usually faster performance than web browsers.Apps are also promoted by Apple,Android and the other OS providers to grow use and support developers business models.OS providers can offer software developm

159、ent kits to app developers which among other functions can introduce a revenue-sharing process during a purchase or download.In March 2019,3.0 million apps were available to download on the Google Play store and 1.9 million on the iOS app store,52 and in September 2018,38 million UK individuals aged

160、 13+accessed an app via a smartphone.53 UK smartphone users used 33 apps per month on average in 2018,with an average of 94 apps installed on their smartphone.54 The share of time spent online on apps has increased by 16 percentage points since 2015,now making up the majority(57%)of an adult interne

161、t users total online time(86%of smartphone online time is via apps).55 Figure 1.23:UK overall app downloads,combined iOS and Google Play stores:2016-2018 Source:App Annie Young people are the heaviest users of apps:16-24 year-olds in the UK spend 33%more time,and engage with their most-used apps 48%

162、more often than the rest of the population.52 App Annie,as of March 2019 Google had 2,979,798 apps available and iOS had 1,8825,220 apps available 53 Comscore MMX Multi-Platform,Age:13+,Sep 2018,UK 54 App Annie,age:16+55 Comscore MMX Multi-Platform,Age:18+,Sep 2015&2018,UK 30 Figure 1.24:Engagement

163、with apps,by demographic Source:App Annie,UK,2018,age:16+Note:Average per app among top 25 apps by usage penetration on Android phone,excluding pre-installed apps.Social media apps and Googles suite of apps are in the top ten most used apps YouTube,as well as being the top site overall,is also the t

164、op app accessed on mobile devices(smartphones and tablets),reaching 81%of the mobile online audience.YouTube is a pre-installed app on Android devices,which may contribute to its reach.Excluding pre-installed apps,which dominate the top ten apps,social media apps have the highest reach among app use

165、rs.App Annie data show that WhatsApp was the non-pre-installed app with the highest number of monthly active users in 2018,followed by Facebook and Facebook Messenger in second and third place respectively,as in the past three years.56 Of the total time spent on smartphone apps by the online app pop

166、ulation,29%is on social media apps,equating to an app user spending an average of 36 minutes per day on social media apps.57 56 Pre-installed app includes apps such as YouTube,Google maps 57 Comscore Mobile Metrix,Age:18+,Sep 2018,UK 31 Figure 1.25:Top 10 mobile apps by penetration of app audience,a

167、ge 18+:September 2018 Source:Comscore Mobile Metrix,Age:18+,Sep 2018,UK Figure 1.26:Top ten apps by consumer spend,combined iOS and Google Play stores:2018 Source:App Annie,UK In contrast to most commercial websites,which are typically free to use and generate revenue through advertising,many apps e

168、ither offer a subscription service to use the app,or provide in-app purchases where the app itself is free to use but users pay to upgrade their service or unlock features within the app.Dating,video,music and meditation apps make up the top ten apps on which UK consumers spend money.Tinder,the free

169、 dating app that also offers a membership service,has been the top UK app RankTop mobile appsDigital population reach(%)Time spent by visitor per day(min:sec)1YouTube 8122:032Facebook7317:253Google Search6605:594Snapchat6209:015Facebook Messenger6111:406WhatsApp Messenger5805:457Google Maps5601:498G

170、oogle Play5301:059Gmail4903:0610Instagram4806:58RankAppHeadquarter1TinderUnited States2NetflixUnited States3Bumble AppUnited Kingdom4Google DriveUnited States5HeadspaceUnited Kingdom6YouTubeUnited States7SpotifySweden8DeezerFrance9Sing!by SmuleUnited States10CalmUnited States 32 based on consumer sp

171、end for the past two years.The top UK-headquartered app in 2018 was dating app Bumble.Five of the top 30 UK apps based on consumer spend are headquartered in the UK,with 18 in the USA.Seven of the top ten most used apps on Android phones are owned by Google Google products have very high usage level

172、s on Android phones;seven of the top ten apps by reach in the UK are Google-owned,while the remaining three are owned by Facebook.On iPhones,three of the top ten apps are Apple-owned,and four of the top ten are Facebook-owned.Google Play had the highest reach,at 88%of Android phone users,while Apple

173、s App Suite had the highest reach among iPhone users at 87%.Although the YouTube app has the fourth-highest user base on UK iPhones,with 59%reach,its reach is much higher on Android(74%),perhaps because it is pre-installed.Even among apps which are not owned by Google or Apple,there are big differen

174、ces in their popularity on Android and on iPhone.Snapchat has the second highest reach among iPhone apps but does not feature in the top ten for Android phone users.This may be why Snapchat,at the end of Q1 2019,launched a redeveloped version of its Android app.Spotify is more popular on iPhone than

175、 on Android,even though Spotify is in competition with Apples own music app,Apple Music,which is typically pre-installed on iPhones.Figure 1.27:Top ten smartphone apps,Android phone vs.iPhone,app audience,age 13+,by reach of app audience Android Phone iPhone Source:Comscore Mobile Metrix,Age:13+,Sep

176、 2018,UK Personalisation is being used by online sectors such as banking and quick service restaurants to improve app use Apps can be personalised based on a users interests,behaviour,location and so on.Some apps also allow users to access content while offline,such as downloading a film from a vide

177、o platform to be viewed offline or playing a game offline.These make mobile applications typically more user-friendly than websites.The banking sector and quick service restaurants are two sectors which use such app functionalities,discussed further below.Almost two-thirds(64%)of UK internet users c

178、arried out internet banking in 2019.Internet users aged 35-54 were the age group most likely to do this(73%),followed by those aged 16-34(68%)and those aged 55+(51%).Online banking also varies by socio-economic group;72%of ABC1 internet 33 users go online to carry out online banking,compared to 54%o

179、f C2DE internet users.58 Most online banking is done via apps,and users typically have high levels of engagement in 2018 users in the UK checked their bank apps on average more than seven times a week(up from just over five times a week in 2016);higher than the worldwide average.59 More than two-thi

180、rds(68%)of adult app users accessed a financial services app in September 2018;the PayPal app was the highest-reaching financial services app in September 2018,used by 19%of app users.60 Mobile banking has transformed the banking sector,improving access for banking customers who as a result do not n

181、eed to visit bank branches so often.This has facilitated new entrants,such as UK-based companies Monzo Bank Ltd(which offers current accounts)and Tide Platform Limited(which offers business banking),which are challenging the traditional banking sector by offering online app-only services.Figure 1.28

182、:Top five UK QSR apps:2018 Source:App Annie The quick service restaurant sector is also using apps to deliver customer service and build customer loyalty,using apps to incentivise repeat orders and personalise offers and notifications.The use of apps removes the need to carry loyalty cards,while app

183、s also enable more sophisticated marketing using platforms such as strategic app store optimization(ASO),using customer location to deliver promotional texts and flash deals.Similarly,apps on smartphones can remove the need for physical tickets.More than two in five(44%)smartphone owners have used t

184、heir phone as a ticket;for example,11%of smartphone owners have used their phone as a contactless travelcard.More than half(55%)of 25-34 year-olds have used their phone as a ticket.61 With just 4%of the online audience,Candy Crush is the highest-reaching gaming app In 2018,games accounted for 74%of

185、consumer spend in app stores globally.In the UK consumers spent 982m on games on Apple and Android phones in 2018,an increase of 36%since 2016.58 Ofcom Technology Tracker,2019 59 App Annie,The State of Mobile 2019 60 Comscore Mobile Metrix,Age:18+,Sep 2018,UK 61 Touchpoints 2018,GB,age:15+RankTop qu

186、ick service restaurant apps 1Dominos Pizza UK2Costa Coffee Club3Starbucks USA4SubcardUK&Ireland5KFC Colonels Club 34 Figure 1.29:Total annual consumer spend on games,UK,combined iOS and Google Play62 Source:App Annie Figure 1.30:Top ten mobile gaming apps,by reach of app audience,age 13+:September 2

187、018 Source:Comscore Mobile Metrix,Apps only,Age:13+,Sep 2018,UK Nearly two-thirds(62%)of the UK app audience accessed a gaming app in September 2018,and 13%of the total time spent on apps was on gaming apps.63 There is a long tail of gaming apps available on the market,catering to a wide variety of

188、interests;in September 2018,Candy Crush had the highest reach among the digital app population,at 4.1%.Helix Jump a Hyper-Casual64 game in 62 App Annie figures provided in USD converted using Bank of England Yearly Average 2018,1=$1.33,2017 1=$1.28 and 2016 1=$1.35.Figures are nominal.63 Comscore Mo

189、bile Metrix,Age:13+,Sep 2018,UK 64 Hyper-casual games are instantly playable and replayable as they offer simple gameplay mechanics Reach rankTop games smartphone app Digital population reach(%)Time spent by visitor per day(min:sec)1Candy Crush Saga4.109:582Pokmon GO3.517:103Word Link Word Puzzle Ga

190、me3.003:1448 Ball Pool 3.007:535Coin Master2.806:496Words with Friends 22.818:207Happy Glass2.701:538Helix Jump2.501:459Candy Crush Soda Saga2.310:5810Toon Blast2.309:48 35 which the player navigates a ball down a helix tower-was the top game in the UK based on downloads in 2018,65 and reaches 2.5%o

191、f the app-using online population.66 Consumer impact:perceptions,attitudes and harms This section draws on data from our 2019 Online Harms quantitative research,conducted jointly with the Information Commissioners Office(ICO),and our 2018 Adults Media Use and Attitudes research.We found a higher lev

192、el of unprompted concern in our 2019 Online Harms research than in our 2018 Adults Media Literacy research.This is probably due to a combination of a difference in the question wording(the 2019 survey promoted respondents to think about apps,social media,online gaming and video clips)and news storie

193、s relating to social media sites before and during the 2019 fieldwork(when the live streaming of the mass shooting in Christchurch and news coverage about the role of social media in the suicide of Molly Russell may have been front-of-mind for survey respondents).61%of adult internet users have come

194、 across at least one form of potential harm in the past year As the internet pervades all sectors of economic and social activity,it brings great benefits but also carries the potential for harm.Ofcom has conducted quantitative and qualitative research jointly with the Information Commissioners Offi

195、ce and found that eight in ten(78%)adults and nine in ten 12-15 year-old internet users have concerns about using the internet.67 The most common causes of concern among adults about the internet in general are in relation to security,data and privacy,but around half(47%)of adult internet users say

196、that they always agree to terms and conditions without reading them,so that they can access the service or content(see the User Data chapter for more information).68 Six in ten adult internet users(61%)say they have experienced a form of potential harm online in the past 12 months.However,there are

197、relatively low incidences of some of the harms that people are most concerned about;5%had had their personal information stolen/hacked,8%had had their personal data used without their knowledge/consent,2%had reported coming across material showing child sexual abuse and 5%had experienced private mat

198、erial being made public.Similarly,some of the most commonly experienced potential harms generated relatively low levels of concern,such as spam email,fake news and offensive language.Overall,those aged 16-34 are generally more likely than older people to say they have come across a potential online

199、harm;this may be because they spend more time on the internet and use a wider variety of services.69 65 App Annie,The State of Mobile 2019 66 Comscore Mobile Metrix,Age:13+,Sep 2018,UK 67 Ofcom-ICO research,2019 68 Ofcom-ICO research,2019 69 Ofcom-ICO research,2019 36 Figure 1.31:Top ten concerns,af

200、ter prompting,and proportion of adults who claim to have experienced each concern in the past 12 months Concern rank Harmful internet activity Adult internet users general concerns Adult internet users experience 1 My personal information being stolen/hacked 48%5%2 Scams/fraud 43%22%3 My personal da

201、ta being processed without my knowledge/consent 41%8%4 Bullying,abusive behaviour or threats 34%10%5 Material showing child sexual abuse 33%2%6 Violent/disturbing content 31%15%7 Sexual/pornographic content 30%9%8 Viruses/trojans/worms/spyware/malicious software 30%11%9 Private information being mad

202、e public(e.g.photos)28%5%10 Spam emails 28%34%Source:Ofcom Online Harms quantitative research 2019 Note:Adults questionnaire:“Which,if any,of the following things have you come across on the internet in the last 12 months?”To better understand the gravity of potential sources of online harms,we mapp

203、ed the frequency of harms experienced and the consequent impact identified by UK internet users.While offensive language and spam emails are frequently experienced by UK adults,most identify these as having a low impact on them.Conversely,child sexual abuse,self-harm and terrorism/radicalisation wer

204、e rarely experienced,but had a much higher impact on those that had been exposed to them.37 Figure 1.32:Adults experience vs.impact of potential sources of online harm Source:Ofcom-ICO research 2019 Question:C2b)Which,if any,of the following aspects of the internet concern you more generally?Base:Al

205、l adults 16+(2057)C6)Thinking about all of the times that you have experienced INSERT CODE FROM C4 in the last 12 months,what impact has this had on you?Please use a scale of 1 to 5,where 1 means Mildly annoying or upsetting or frustrating and 5 means Very annoying or upsetting or frustrating.Base:A

206、ll adults 16+who have experienced and are concerned about X(bases vary)Children aged 12-15 are most concerned about harmful conduct by others on the internet;about half reported that they were concerned about bullying,abusive behaviour or threats(53%)and about people pretending to be another person(

207、49%).These were also the types of harmful experience that they were most likely to report having experienced 28%reported that they had had unwelcome friend or follow requests or unwelcome contact,23%had experienced bullying,abusive behaviour or threats,20%had been trolled and 19%had experienced some

208、one pretending to be another person.Similarly to adults,for 12-15 year-old children,offensive language and spam emails were also the most frequently experienced harms;however again this was identified as having low impact on the respondents.But,unlike for adults,bullying was both frequently experien

209、ced and had a significant impact on children,the fifth highest of all the potential sources of harm identified.Ten per cent of 12-15s said they had experienced internet content related to self-harm and this was reported as the potential source of harm with the second greatest impact,after content sh

210、owing child sexual abuse.Sexual/pornographicChild sexual abuseOffensive languageOffensive videos/picturesViolent/disturbing contentFake newsTerrorism/radicalisationSelf-harmHarmful/misleading adsHate speechUnwelcome friend/followStalking/cyberstalkingPeople pretendingBullyingTrollingSpam emailsGover

211、nment surveillancePersonal data processedCollecting data(commercial)Personal info stolenScams/fraudPrivate info made publicViruses etc.Too much time online40%45%50%55%60%65%70%75%80%85%90%0%5%10%15%20%25%30%35%C6 Level of Impact(NET 4-5)Experienced in the last year(c4)High experience,high impactHigh

212、 experience,low impactLow experience,high impactLow experience,low impact 38 Figure 1.33:Childrens experience vs.impact of potential sources of online harm Source:Ofcom-ICO research 2019 Question:C4)Which,if any,of the following things have you come across on the internet in the last 12 months?PROMP

213、TED.Base:All children 12-15(1001)C6)Thinking about all of the times that you have experienced INSERT CODE FROM C4 in the last 12 months,what impact has this had on you?Please use a scale of 1 to 5,where 1 means Mildly annoying or upsetting or frustrating and 5 means Very annoying or upsetting or fru

214、strating.Base:All children 12-15 who have experienced and are concerned about X(bases vary)Our quantitative research also investigated how adults felt about the risks to children on the internet.When prompted,83%of adults expressed concern about harms to children on the internet.The greatest single

215、concern was bullying,abusive behaviour or threats,and there were also high levels of concern about childrens exposure to inappropriate content including pornography(49%),violent/disturbing content(49%)and content promoting self-harm(42%).Concerns around these potential harms were also reflected in o

216、ur qualitative research.Further,in the quantitative survey,four in ten adults(39%)were concerned about children spending too much time on the internet.39 Figure 1.34:Top ten concerns,after prompting,and proportion who claim to have experienced each concern in the past 12 months:children Harmful inte

217、rnet activity Children who go online aged 12-15:concerns Children who go online aged 12-15:experience Harmful internet activity:Adults concerns about children going online Adult internet users Bullying,abusive behaviour or threats 53%23%Bullying,abusive behaviour or threats 55%People pretending to b

218、e another person 49%19%Sexual/pornographic content 49%My personal details or information being stolen/hacked 44%6%Violent/disturbing content 46%Viruses/trojans/worms/spyware 41%11%Material showing child sexual abuse 44%Scams/fraud/being tricked into giving away money or information 40%11%Content pro

219、moting self-harm e.g.cutting,anorexia,suicide 42%Trolling 40%20%People pretending to be another person 40%Personal details or information being processed without knowledge/consent 39%5%Offensive videos/pictures 39%Unwelcome friend/follow requests or unwelcome contact 38%28%Spending too much time onl

220、ine 39%Cyberstalking 35%9%Stalking/cyberstalking 34%Violent/disturbing information,videos,pictures or audio 35%15%Unwelcome friend/follow requests or unwelcome contact 34%Source:Ofcom-ICO research 2019 Note:12-15 YEAR OLDS QUESTIONNAIRE“C4 Which,if any,of the following things have you seen or experi

221、enced on the internet in the last year?”Younger people are more likely to have experienced potential harms.Overall,when prompted around eight in ten 12-15 year-olds reported that they had experienced at least one potential harm compared to six in ten adults.Internet users over-55 were least likely t

222、o report having experienced any of the harms.This may be related to older internet users typically spending less time online(over 55 internet users spend on average 2 hours 27 minutes per day online whereas the average adult spends 3 hours 15 minutes online70)and being less likely to use social medi

223、a(72%of 55-64 year old and 51%of 65-74 year old internet users have a social media profile/messaging account71).70 Comscore MMX Multi-Platform,Total Internet,Age:18+,Sep 2018,UK 71 Ofcom Adults Media Literacy Tracker,2018 40 Figure 1.35:Proportion of internet users reporting to have experienced at l

224、east one potential harm Source:Ofcom-ICO research 2019 Question:C4)Which,if any,of the following things have you come across on the internet in the last 12 months?PROMPTED.Base:All adults 16+(2057)All children 12-15(1001)t 41 The online industry Introduction The development of the internet has gone

225、hand-in-hand with the development of new business models that have re-shaped many aspects of economic life and transformed the ways in which content and information is distributed and consumed.Enormous benefits flow from the rapid growth in the ways in which people are connected to each other,to glo

226、bal markets and to information.The use of a variety of online business models typically enables services to be available at a lower price than their traditional equivalents,and many are free at the point of use.But internet business models may also reinforce scale with global companies benefiting fr

227、om a presence in incumbent markets.In this section we provide an overview of the UK online market by key sectors.We identify how different business models employed by online companies generate revenue and from what devices this tends to originate.We also look at how the online market is constructed

228、and provide a top-level description of key entities such as platforms and publishers.This is not intended to act as an economic analysis exercise and the categories in this section are contestable and often overlapping.As the internet is a global experience,characterised by multi-national platforms

229、competing and collaborating with local and multi-national content publishers,we put the UK market in a global context.We provide an overview of the total global market,how the UK market sits within the rest of the world,and how the UK market may be growing and changing.We also look at this at a sect

230、or level,at how the UK market compares with other key international markets such as China,Germany and the US.42 Key metrics Figure 2.1:Leading online sectors with estimated share of revenue and growth rate:2013-2018 Source:O&O analysis based on data from PwC,Zenith,Enders Analysis(based on company d

231、ata and AA/WARC,and company information and public filings Notes:Adjusted for CPI(2018 prices).Definitions used may differ from other industry sources.Figures are indicative only.UK market represents eight key online sectors of search,social media,(free)video,news,shopping,entertainment,gaming,and o

232、nline directories.Figure 2.2:Estimated share of UK market,by business model:2013-2018 Source:O&O analysis and estimates,based on data from PwC Global Entertainment and Media Outlook,AA/WARC,Enders Analysis(based on company data and AA/WARC)and Statista Notes:Adjusted for CPI(2018 prices).Definitions

233、 used may differ from other industry sources.Figures are indicative only.UK market represents eight key online sectors of search,social media,(free)video,news,shopping,entertainment,gaming,and online directories 43 Figure 2.3:Estimated UK online revenue of top 40 UK online properties:2018 Source:O&O

234、 analysis based on reported company revenues and estimates of UK-derived revenue Notes:Sky revenues not included as these could not be estimated with an acceptable degree of accuracy.Apple revenues represent online services revenue only(e.g.Apple store).Amazon revenues represent online advertising a

235、nd subscription revenues How is the internet constructed?The internet comprises a web of services and entities that help consumers and businesses navigate,interact with each other and with companies,and purchase goods and services The internet is made up of services,such as websites,blogs,search eng

236、ines,online stores,and other online entities.Another way of looking at the internet is through the lens of platforms and publishers and how these entities interact.This is not a clear-cut distinction,however,and there are sometimes ambiguities about whether any particular service is acting as a plat

237、form or publisher.In this section we provide a conceptual overview of platforms and publishers using the definitions below but note that the line between these two can often be quite fluid.Platforms A platform is a matchmaking entity that facilitates interaction between two,or many,sides of the mark

238、et,enabling different types of participants to exchange information,money,or some other unit of value.Some examples may include:Search engines,platforms that help consumers find information and content across the internet,matching search requests to sources with relevant content.Mobile app stores,wh

239、ich allow app developers to place mobile apps for sale and for consumers to find and purchase these apps.44 Social media platforms,which help users find and interact with each other through posts,photos,and video.Marketplaces for products or services,which aggregate the offers of many providers and

240、allow consumers to search and purchase from the available inventory.User review sites,which enable consumers to leave reviews and information on products and services for other consumers to use in their decision-making.Publishers Publisher entities are the content generators of the internet.The defi

241、nition of a publisher includes anyone who generates content online.Publishers can range from large,multinational companies to small one-person blogs.Some examples include:A blog or informational website(e.g.a blog focused on baking)which is written and maintained by a single person or group of peopl

242、e,with new content continually added.Large informational sites that are the websites of traditional journalism outlets.Audio-visual media companies which create and distribute online video content.An analysis of a selection of top UK platforms highlights the strong relationship between platforms and

243、 publishers To better understand the relationship between platforms and publishers,we used Comscore data to analyse the course of internet traffic to and from a selection of the top UK internet properties.72 This type of analysis is known as a source/loss analysis and shows from what“source”a user a

244、ccesses another site;for example from logging on to their computer or coming from a website that they use as a home page,or from clicking on a link on the current site they are visiting.It also identifies where people go after accessing the specified site(“loss”),which could be logging off from thei

245、r internet session or going to another website.The analysis is only available for laptop and desktop traffic(i.e.it excludes smartphones,tablets and other devices)and hence provides a limited view of behaviour.However,it helps us understand UK user journeys between sites.The source/loss analysis for

246、 Google shows that the largest percentage of the total entries73 to Google sites74 comes from when users log on to their computer(16.8%),suggesting that many users have a Google site as their home page(our consumer research indicates that 50%of people have a search engine set as their browser home p

247、age75).Logging off is the most common action that many users take after visiting a Google site(13.1%).Facebook is the second key source and loss site,with 7.6%of total entries to Google sites coming from Facebook and 7.1%of traffic flowing away from Google to Facebook.72 We identified the top UK int

248、ernet properties based on time spent using data from Comscores desktop online-only panellists.73 Entries are the total number of times all users have visited a site.This calculation includes all times a single visitor accessed the site in total over the same reporting period.74 Includes Google Searc

249、h(web and images),Gmail,Maps,Shopping,YouTube 75 Ofcom Search questionnaire 2019 45 Figure 2.4:Google source/loss analysis Source:Comscore MMX,desktop only,Age:18+,Sep 2018,UK76 Traffic flows for Facebook correspond to the Google data;Facebook gains a large amount of traffic from Google sites(20.3%)

250、and drives traffic from its properties to Google sites(21.8%).Like the source/loss analysis for Google,Facebook is also a first-or-last stop destination for many user sessions,with 14%of visitors going to Facebook first after log on,and 16%logging off immediately after visiting Facebook,suggesting t

251、he importance of Facebook in the online lives of many users.Figure 2.5:Facebook source/loss analysis Source:Comscore MMX,desktop only,Age:18+,Sep 2018,UK Sector-specific properties,such as news or shopping,have more focused traffic patterns.Amazon,for example,draws in a considerable traffic from Goo

252、gle sites(24.9%),but also from Microsoft sites(including Bing search),7.8%,and Verizon Media sites(includes Yahoo shopping and Yahoo search),3.7%.This traffic pattern suggests that users may be searching for a product on Google but may then 76 ROBLOX is a massively multiplayer online(MMO)and game cr

253、eation system Property%of entriesLogon16.8%Facebook7.6%Microsoft sites5.3%Verizon Media2.7%eBay2.7%Source 6-10:Amazon sites(1.7%),Twitter(1.6%),ROBLOX(1.6%),BBC sites(1.4%),Wikipedia(0.9%)SourceProperty%of exitsLogoff13.1%Facebook7.1%Microsoft sites4.0%eBay2.6%Verizon Media2.3%Loss 6-10:Amazon(1.8%)

254、,Twitter(1.6%),ROBLOX(1.6%),BBC sites(1.5%),Wikipedia(1.1%)LossProperty%of entriesGoogle sites20.3%Logon14%Microsoft sites5.7%Verizon Media4.1%eBay1.4%Source 6-10:BBC sites(1.1%),Twitter(1%),Zynga(0.9%),Amazon sites(0.8%),Activision Blizzard(0.6%)SourceProperty%of exits Google sites21.8%Logoff16%Mic

255、rosoft5%Verizon Media3.7%eBay1.4%Loss 6-10:BBC sites(1%),Twitter(1%),Zynga(1%),Activision Blizzard(0.8%),Amazon(0.7%)Loss 46 do comparison shopping on Amazon or go to Amazon to buy the product.Similarly,23%of Amazon users go to Google,which might mean that they look for a product on Amazon,use Googl

256、e to comparison shop and make their final purchase at another retailer.eBay generates almost as much traffic to Amazon as does Verizon Media(3.6%),suggesting that users might check prices or products at eBay and then comparison shop on Amazon.Amazon has a lower number of properties than Google that

257、generate traffic flow,with 1,546 properties generating traffic to Amazon,and 1,477 properties receiving traffic from Amazon,compared to over 17 thousand properties generating traffic to Google and over 19 thousand properties receiving traffic from Google.This indicates that Amazon is important for p

258、roduct and price information but typically does not generate or receive traffic,apart from those actions.Figure 2.6:Amazon source/loss analysis77 Source:Comscore MMX,desktop only,Age:18+,Sep 2018,UK Travel-focused review site TripAdvisor exhibits a similar traffic pattern:almost half of the incoming

259、 web traffic is generated by Google sites,Microsoft sites,or Verizon Media sites.Visitors to TripAdvisor exit the site to platforms such as Expedia(3.1%)and Priceline(3%)where they can book travel and accommodation they may have read about on TripAdvisor.77 Qmee is a shopping/survey site,Microstar s

260、ells high-end desktop gaming machines Property%of entriesGoogle sites24.9%Log on9%Microsoft sites7.8%Verizon Media3.7%eBay3.6%Source 6-10:Facebook(3.6%),Microstar-Intl Co(1.4%),BBC sites(0.8%),WEB-EXPLORE.Com(0.7%),QMEE.COM(0.7%)SourceProperty%of exitsGoogle sites23.2%Log off13.6%Microsoft sites6.8%

261、eBay4.1%Facebook4.0%Loss 6-10:Verizon Media(3.5%),Micro-Star Intl Co(1.4%),BBC sites(0.9%),QMEE.Com(0.7%),MYLOAP.com(0.5%)Loss 47 Figure 2.7:TripAdvisor source/loss analysis Source:Comscore MMX,desktop only,Age:18+,Sep 2018,UK Traffic to news sites such as the Guardian and the BBC exemplify the impo

262、rtance of the relationship between publishers and platforms such as Google.Both sites get approximately a quarter(25%)of their traffic from Google sites,and Google is the most popular source of traffic for both.They also both lose the largest amount of traffic to Google sites.News sites are also fre

263、quently the first places people go online-15.5%of visits to the BBC and 7.9%for the Guardian come straight from log on.Figure 2.8:Guardian and BBC source/loss analysis Source:Comscore MMX,desktop only,Age:18+,Sep 2018,UK Property%of entriesGoogle sites30.7%Microsoft sites10.1%Verizon Media6.0%Log on

264、5.2%Facebook2.8%Source 6-10:Expedia(2.2%),Priceline(1.6%),(1.0%),LITTLEHOTELIER.COM(0.9%),TUI.co.uk(0.7%)SourceProperty%of exitsGoogle sites22.5%Log off10.1%Microsoft sites8%Verizon Media4.5%Facebook4.2%Loss 6-10:Expedia(3.1%),Priceline(3%),JSCACHE.COM(1.5%),LITTLEHOTELIER.COM(1.2%),BOOKATABLE.COM(0

265、.8%)LossProperty%of entriesGoogle sites27.7%Log on7.9%Microsoft sites6.1%Facebook4.6%Verizon Media3.2%Source 6-10:BBC sites(3.2%),Twitter(1.1%),Amazon sites(1.0%),Mail online/Daily Mail(1.0%),Telegraph Media Group(0.5%)Guardian SourceProperty%of exitsGoogle sites20.5%Log off11.8%Microsoft sites5.3%F

266、acebook5.2%Verizon Media3.2%Loss 6-10:BBC sites(3%),Independent and Evening Standard(1.3%),Amazon sites(1.2%),Twitter(1.0%),Mail Online/Daily Mail(0.7%)Guardian Loss 48 Source:Comscore MMX,desktop only,Age:18+,Sep 2018,UK What are the key business models?Revenue is generated online through a variety

267、 of business models Online entities use a range of business models to generate revenue to support the cost of operating the site and to make a profit.Most online business revenues generate revenues through one or a combination of:advertising,subscriptions,e-commerce/transactions,donations(and for th

268、e BBC,the television licence fee).Subscription Users are charged a monthly or yearly fee to access content behind a paywall,or premium services that are otherwise not part of a free service.Key examples include newspapers,such as The Times,which charge a subscription for users,similar to a subscript

269、ion to a print newspaper.E-commerce/transactional Consumers or businesses buy products from a business selling products or services that are either unique to that business or sold by other businesses.Amazon is a primary example:it charges sellers a fee to sell on the Amazon platform,although consume

270、rs benefit from the ability to search for what they want across the entire Amazon platform.Amazon also makes money by selling digital items,such as e-books.The e-commerce/transactional model also includes consumer purchases within video games for virtual products or services,or to access additional

271、areas for a fee.For example,a consumer may choose to purchase,from another seller or the game maker,a custom outfit for their character in the popular video game Fortnite.Advertising and sponsorship This is a broad category that comprises many different models of advertising that are delivered to co

272、nsumers during their online interactions.Advertising is a popular revenue model for many online companies.Some of the key sub-categories of advertising include:Property%of entriesGoogle sites24%Log on15.5%Microsoft sites10.2%Facebook5.8%Verizon Media3.5%Source 6-10:BBCI.co.uk (1.2%),Twitter(1.1%),Am

273、azon sites(1.1%),eBay(0.9%),Sky sites(0.6%)BBC SourceProperty%of exitsGoogle sites22.8%Log off19.7%Microsoft sites7.4%Facebook6.4%Verizon Media2.9%Loss 6-10:BBCI.co.uk(1.8%),Twitter(1.1%),eBay(1%),Amazon(0.9%),Mail Online(0.9%)BBC Loss 49 Search(e.g.sponsored links within Google or other search engi

274、ne results).These are paid-for listings that appear embedded or alongside search results when a consumer has typed a phrase into a search engine.They are sponsored or promoted listings and are typically indicated as such by the search engine.Banner(e.g.an advertisement displayed at the top of a web

275、page).These often include images or video-based ad content;the banner is a standardised display unit on the website.Native(e.g.sponsored product links appearing in an Instagram feed or LinkedIn,or a promoted pin on Pinterest).These ads are embedded in other content.Sponsored content(e.g.blog posts o

276、r articles about a topic or product,sponsored by a third party).This content may look like a regular news article,but the content tends to espouse the virtues and benefits of the product or service it is promoting.These articles are typically badged as sponsored content.Video(e.g.video advertisement

277、s embedded in a news article).These ads resemble a traditional TV advertisement;they capture the readers eye and entice them to click on the advertisement.Other(classifieds,lead generation,78audio,unspecified).Donation or tipping This model is typically employed on a limited basis,primarily by entit

278、ies with either an ethical stance towards user contribution or in order to remain independent of external influences,such as from advertisers,and to deliver information freely.Two of the largest and best-known sites that use donations are Wikipedia,where donations keep the site free for all to use,a

279、nd the Guardian news site,where more than a million readers have financially contributed to support its reader-funded business model79.Some sectors employ a broader range of business models than others Figure 2.9 below outlines which business models are currently employed in some of the most signifi

280、cant sectors in the UK online market.These sectors comprise many of the top 40 online properties most used by UK consumers,as highlighted in Figure 1.14 in The Online Consumer chapter.By breaking down the wider industry into sectors,it is easier to understand the difference in business models across

281、 the industry.For this analysis we considered eight key sectors:Search(e.g.Google Search)Social media(e.g.Facebook,Pinterest)Video(e.g.YouTube)News(e.g.Guardian Media Group,Buzzfeed)Shopping(e.g.Amazon,eBay)Entertainment(e.g.Netflix,Apple iTunes)Gaming(e.g.Zynga)Online directories(e.g.Gumtree,Rightm

282、ove)78 The process of attracting and converting consumers through online content such as blog postings.79 Why readers are critical for the future of Guardian journalism,20 February 2019 50 Figure 2.9:Overview of key sector business models Source:O&O analysis(based on top-40 UK Properties see Figure

283、1.14 in The Online Consumer)News is the sector with the widest range of business models,reflecting the wide range of revenue sources in the offline news sector.Conversely,the leading search sites draw all their revenue from advertising.Shopping platforms like eBay and Amazon make a small proportion

284、of their advertising revenue from paid-for product promotion.For Amazon this equated to approximately 2%of overall global revenues in 2018,compared to the 84%that made up transactional revenue.80 The bulk of Amazons other revenues comprised subscription-based services,including its Amazon Web Servic

285、es(AWS)cloud computing and storage business and Amazon Prime,where consumers pay a subscription fee for free unlimited expedited shipping and Amazon Prime Video.81 Global and UK online industry market analysis Overview of our approach to data collection In this section we present a range of industry

286、 data including global revenue figures and an estimate of the UK share of the global market for eight key online sectors,as well as company revenues for the top UK online properties.We also provide estimates of revenues derived in each sector by device type and business model and also provide high-l

287、evel comparisons of the UK market with other key international markets.Underlying UK revenue figures have been adjusted for CPI(2018 prices)in accordance with standard Ofcom practice.Ofcom engaged strategy consultants Oliver and Ohlbaum(O&O)to provide data collection,analysis,and broader sector insi

288、ght.The data is based on estimates provided by O&O and therefore should be treated as indicative only;it is designed to provide general context of the online industry in the UK.It has been sourced from publicly available company reports,trade associations and estimated where applicable and appropria

289、te.The figures presented may differ from other estimates in the industry due to differences in sector definition and methodological differences.This is not intended to act as an economic analysis exercise and the categories in this section are contestable and often overlapping.80 O&O analysis 81 Ama

290、zon company information,O&O analysis SubscriptionsE-commerce/transactionsAdvertising/sponsorshipDonations/tippingLicencefeesSearchXSocial mediaXXX(Free)videoXXXNewsXX XXXShoppingXXEntertainmentXXXGamingXXXOnline directoriesXX 51 UK online market sectors are growing at a similar rate to global market

291、 sectors Between 2017 and 2018 the UK online market sectors tracked at a similar growth rate to the broader global markets,suggesting that the UK market continues to develop and take up new innovations that are developing.Video,gaming,and entertainment,all sectors characterised by innovation and ben

292、efiting from the take-up of faster broadband connectivity and connected televisions,showed double-digit growth between 2017 and 2018,both globally and in the UK market.The lower rate of UK growth in the shopping market,the largest sector,suggests that in the UK,where e-commerce is well established,t

293、here may be less opportunity for further growth at this time,either due to market maturity or other external economic factors affecting consumer willingness to spend.The UK news and online directory sectors are much smaller than the other sectors and have relatively low rates of growth.Figure 2.10:G

294、lobal and UK online sector revenues:2018 Source:O&O analysis based on data from AA/WARC,PwC Global Entertainment and Media Outlook,Enders Analysis(based on company data and AA/WARC),Zenith,Statista,and company information and public filings Note:Definitions used may differ from other industry source

295、s.UK figures are indicative only.Advertising is a key revenue generator and business model for online properties In 2018,online advertising generated 13.4bn in the UK,up 13%since 2017.82 It accounts for the majority(57%)of total UK advertising revenue(television,the second largest sector at 5.1bn ac

296、counted for 22%of total advertising revenue83).Fifty per cent of online advertising revenue came from search,and 39%from display advertising.However,display is growing faster than paid for 82 IAB/PwC 2018 Digital Adspend Study.Note:2017 figure adjusted for CPI prior to calculation of percentage chan

297、ge.83 AA/WARC Expenditure Report 2018 52 search due to display growing primarily on smartphones.Between 2017 and 2018 display revenue in the overall online advertising market grew 19%compared to 13%for paid for search.84 Almost all the growth in advertising revenues is coming from mobile and the use

298、 of more display advertising on smartphones.Mobile advertising increased by 29%in 2018,85 to 6.9bn,and accounted for 51%of all online spend,the first-time mobile advertising has comprised more than half of the revenue for digital advertising.Paid-for search and display advertising made up an almost

299、equal amount of revenue in mobile,at 49%and 50%respectively.Changes in the UK online advertising landscape are largely driven by the growth dynamics of two companies:Google and Facebook together represented over two-thirds of all online advertising revenue generated in the UK market in 2018.Figure 2

300、.11:UK online advertising revenues by company:2018 Source:O&O analysis based on reported company revenues,IAB/PwC 2018 Digital Adspend Study The UKs online sectors in context In this section we take a closer look at each of the eight online sectors highlighted above and their role in the UK online m

301、arket.We provide a more in-depth definition of the sector,identify the growth of the UK market for the sector,and explain key drivers and how business models may be changing.Finally,we examine some of the top UK properties representative of each sector,as determined by UK adults average share of tim

302、e spent online per day86 and the properties business models and revenues.84 IAB/PwC 2018 Digital Adspend Study.Note:2017 figure adjusted for CPI prior to calculation of percentage change.85 IAB/PwC 2018 Digital Adspend Study.Note:2017 figure adjusted for CPI prior to calculation of percentage change

303、.86 Comscore MMX Multi-Platform,Age:18+,Sep 2018,UK 53 The UKs search market increased 13%year on year to 6.7bn in 2018 Figure 2.12:UK search sector:2013-2018 Source:O&O Analysis based on data from AA/WARC Notes:Underlying figures adjusted for CPI(2018 prices).Definitions used may differ from other

304、industry sources.Figures are indicative only.Advertising is the sole business model for search,with revenue generated primarily from paid-for promoted search terms,sponsored links and pay-per-click models.For the purposes of this analysis,we defined search revenue as inclusive of all search advertis

305、ing and paid-for promotion(i.e.sponsored links).We excluded activity or revenues derived from techniques or services that are offered to companies to optimise their sites for search engines to find more effectively(known as search engine optimisation).Mobile is driving growth in search revenue Mobil

306、e revenue accounted for 51%of total UK search revenue in 2018,when for the first time mobile exceeded desktop in search revenue,as users searched for more information while on the go and have more tools to do this.This trend is likely to continue,although new technologies,such as the ability to sear

307、ch using voice-activated devices like a smart speaker,may change the revenue mix as the market adapts.Figure 2.13:UK search market revenue generated,by device:2013-2018 Source:O&O analysis,based on data from AA/WARC Notes:Underlying figures adjusted for CPI(2018 prices).Definitions used may differ f

308、rom other industry sources.Figures are indicative only.The UK is a search leader in Europe While the UK online search market is the largest in Europe,it is a fraction of the size of the larger US and Chinese markets on a total market size basis.The US online search market is the largest in the world

309、,generating 36bn in 2018,or 43%of the global online search revenue total of 83bn.China is 54 the second-largest market,generating over 14bn(17%)in 2018.87 Mobile accounted for most revenues in all three territories.On a per-capita basis,however,the UK is larger than the Chinese market,at 101 per per

310、son compared to 10 for the Chinese market and 110 for the US market.88 We look in more depth at the changing nature of the search market and key drivers of change in the Search and Discovery chapter.Advertising revenue in the social media market grew an estimated 33%annually between 2013 and 2018 Fi

311、gure 2.14:UK social media sector,overall market:2013-2018 Source:O&O analysis and estimates Notes:Adjusted for CPI(2018 prices).Definitions used may differ from other industry sources.Figures are indicative only.The UK social media market,89 one of the most significant and developed in the world,rep

312、resented 6%of the global market in 2018.It generates 91%of its revenues from advertising,with user newsfeeds,portals and account pages monetised through display and/or in-stream video advertising;for example,Facebook collects user data across its range of online properties and monetises this across

313、its broader ad network.In addition,the freemium/premium revenue model exists for some social networks like LinkedIn,whereby users can access a more limited-functionality free version and pay a small monthly subscription fee for more functionality or access.Over three-quarters of social media revenue

314、s in 2018 were generated on mobile devices Perhaps unsurprisingly,the bulk of revenues in the social media sector were generated via mobile devices in 2018,as people use social media to be constantly connected with friends and family wherever they are.87 O&O analysis and estimates based on data from

315、 PwC 88 O&O analysis and estimates 89 For this analysis we identified social media as all major social networks that connect users to each other,such as LinkedIn,Instagram,Facebook and Twitter.This excludes services that operate solely as user-to-user messaging apps unless offered as part of a broad

316、er offering(e.g.Facebook Messenger),and also excludes video-sharing platforms such as YouTube.55 Figure 2.15:UK social media sector revenue generated,by device:2013-2018 Source:O&O analysis and estimates Notes:Underlying figures adjusted for CPI(2018 prices).Definitions used may differ from other in

317、dustry sources.Figures are indicative only.The UK social media market generates more revenue per head than comparator international markets According to an analysis prepared for Ofcom by the consultancy O&O,the UK social media market generates more revenue per capita(45 per year)than the market in S

318、weden(26)despite Sweden having the largest social media penetration in Europe,at 72%of the online population.In the UK,Sweden and the US,Facebook is the most popular social media network,while Chinese-owned companies WeChat,Weibo,and Douban have the largest market shares in China.The UK free video m

319、arket continues to grow due to rising advertising revenue Figure 2.16:UK(free)video sector,overall market:2013-2018 Source:O&O analysis and esitmates,based on data from PwC Global Entertainment and Media Outlook Notes:Adjusted for CPI(2018 prices).Definitions used may differ from other industry sour

320、ces.Figures are indicative only.For this analysis we identified the free video sector as all video services carrying short-form,user-generated and/or other video content.It excludes revenues associated with native video and out-streaming advertising,such as would be embedded in a news article,as wel

321、l as revenues from broadcaster video-on-demand services(e.g.ITV Hub,All 4)and subscription video-on-demand(e.g.Netflix,Amazon Prime Video),which are captured in the entertainment sector for this analysis(see page 59).YouTube is by far the largest firm in the free video sector;other firms include Vim

322、eo and Amazon-owned Twitch.The free video sector typically generates revenue through advertising,although there are a number of different models.For example,YouTube generates revenue by selling anonymised information 56 about its users to advertisers to help improve targeted advertisements,but also,

323、as a content aggregator,takes a percentage of the advertising revenues made by creators on the platform.Advertising revenues may also be supplemented by new models,such as ad-free subscription tiers for premium short-form video(e.g.YouTube Premium).Hybrid creator/video-sharing platforms,which offer

324、tools to users to create short music videos to be uploaded(e.g.TikTok)are emerging in the market as providers look to further monetise the popularity of video with users.More than three-quarters of video advertising revenue comes from mobile We observed,in The Online Consumer chapter,how YouTube is

325、the leading site for time spent by UK internet users,as well as the number-one app accessed on mobile devices(smartphones and tablets),reaching 81%of the mobile online audience.90 The impact of users accessing these services through mobile devices can be seen in the revenue figures:mobile now genera

326、tes an estimated 76%of revenues,while the share of revenues from viewing on desktop and laptop computers has fallen significantly from 49%in 2013 to just 5%in 2018.A significant proportion of online advertising revenues are generated from connected televisions.These revenues have grown steeply(at a

327、compound annual growth rate of 40%a year between 2013 and 2018)as the take-up of smart TVs and other connected TVs has grown;however,the share of video advertising revenues has fallen as revenues from advertising on mobile devices have nearly doubled every year(CAGR of 91%).Figure 2.17:UK(free)video

328、 sector revenue generated,by device:2013-2018 Source:O&O analysis and estimates Notes:Underlying figures adjusted for CPI(2018 prices).Definitions used may differ from other industry sources.Figures are indicative only.The UK is the third largest free video market in the world and generates more rev

329、enue per capita than the US The UK market is the third biggest market globally for free video,and the largest in Europe.Overall,UK market revenues in this segment made up about 8%of the global total in 2018,an increase of two percentage points since 2015.However,according to O&O estimates,the UK gen

330、erates slightly more revenue per capita than the US,at 27 compared to 25 for the US.Globally,the free video sector was worth 21bn in 2018.The largest market was the US,contributing 8bn of revenue(38%).China is the second-largest market,with a 24%market share 90 Comscore Mobile Metrix,Age:13+,Sep 201

331、8,UK 57 (5bn),despite the Chinese government having blocked YouTube(the market leaders are Chinese video services such as Youku and iQiyi).France is the fourth largest market in the world,representing 613m in revenues.91 Online news providers are increasingly looking to subscription models Figure 2.

332、18:UK news sector overall market:2013-2018 Source:O&O analysis and estimates Notes:Adjusted for CPI(2018 prices).Definitions used may differ from other industry sources.Figures are indicative only.The UKs online news market has grown more slowly than other sectors as news publishers have struggled t

333、o monetise content.Although advertising continues to account for the majority of revenue(54%in 2018),subscription services have grown in recent years as national newspapers including the FT,The Times and The Daily Telegraph have put much of their content behind paywalls.Sixteen per cent of adults say they have paid for online news in the past year.Other models that have recently emerged include do