1、12State of Digital UK 2023May 11,2023 3AGENDA12345A C O M P L E T E V I E W O F T H E C O N S U M E RV I D E O:C O N S I S T E N T LY G R O W I N GC O N C L U S I O NI N D U S T R Y V I E W S:T H E M O V E R S&S H A K E R SA U D I E N C E H I G H S A N D L O W S 461BH O U R S S P E N T O N L I N E J

2、 A N-D E C2 0 2 2Source:Comscore Media Metrix,Video Metrix Multi-Platform and CTV,Jan-Dec 22.,UKONLINEVIDEOSSOCIAL25B11BGAMINGSITES/APPS6B5Source:Comscore%Change Media Metrix,Multi-Platform,Mar 2022-Mar 2023,United Kingdom*U N I Q U E V I S I T O R S A C R O S S S O C I A L M E D I A A N D T O TA L

3、I N T E R N E TTOTALINTERNET56.9MUVsM A R C H 2 0 2 2M A R C H 2 0 2 3SOCIALMEDIA51MUVsENTERTAINMENT52.3MUVsSPORTS39.8MUVsTOTALINTERNET57.4MUVsSOCIALMEDIA51.6MUVsENTERTAINMENT53.9MUVsSPORTS41.3MUVsMORE CONTENT IS CREATED AND CONSUMED THAN EVER BEFORE,TO LARGER AUDIENCES+1%+1%+3%+4%6IN COMPARISON TO

4、THE LARGEST DIGITAL MARKETSSource:Comscore Media Metrix Multi-Platform,Total Audience,March 2023,UK0%10%20%30%40%50%60%70%80%90%100%IndiaUnitedStatesIndonesiaBrasilJapanMexicoGermanyVietnamUnitedKingdomFranceItalySpainMulti-PlatformDesktop OnlyMobile OnlyP E R C E N T A G E O F U N I Q U E V I S I T

5、 O R S B Y P L A T F O R M7UK DIGITAL LANDSCAPESource:Comscore Media Metrix Multi-Platform UK 18+Total Digital Population,March 2023We continue to observe usage and time spent across multiple platforms,with mobile-only audiences outnumber desktop-only audiences;overwhelmingly so when analysing time

6、spentP L AT F O R M U S A G ET I M E S P E N T (T O TA L M I N U T E S)28M18+Digital Users7%24%68%50.8M18+Digital UsersDESKTOP ONLY MOBILE ONLYDESKTOP MOBILE20%80%315BN18+Digital Users8TIME SPENT ON APPS IS 5.5X THAT OF BROWSERSSource:Comscore Mobile Metrix,Total Audience,March 2023,UKAPPM O N T H L

7、Y M O B I L E U N I Q U E V I S I T O R S (0 0 0)M O N T H LY H O U R S P E R V I S I T O RMOBILE WEBAPPMOBILE WEB44,57643,42879.314.75.5xMOBILE WEB9%REACH OF SOCIAL MEDIA BY AGE GROUPINCLUSIVE OF W EB AND APPSource:Media Metrix Multi-platform,March 2023,UKMILENNIALS25-34GEN Z18-24GEN X35+S O C I A

8、L N E T W O R K S70%67%58%BytedanceInstagramReddit49%50%93%InstagramTwitterFacebook41%35%24%DiscordWhatsAppMessenger60%41%18%WhatsAppMessengerGoogleMessages48%34%14%WhatsAppMessengerGoogleMessages84%72%52%FacebookInstagramBytedance10WE ACCESS NUMEROUS SOCIAL APPS BUT FACEBOOK AND TIKTOK DOMINATE OUR

9、 TIME27M24M21M18M13M12M9M7M6M5M561219226230553241217274646010020030040050060005,000,00010,000,00015,000,00020,000,00025,000,00030,000,000Source:Mobile Metrix,March 2023,UKT O P S O C I A L M E D I A A P P S I N T H E U K (U N I Q U E V I S I T O R S)11VIDEO CONSUMPTION GROWS ACROSS NUMEROUS PLATFORM

10、SSource:Comscore Video Metrix,Mar 2022 March 2023,UKV I D E O S W A T C H E DO N D E S K T O P A N D M O B I L E12UK VIDEO VIEWING HABITSVIDEO CONSUMPTION ON CONNECTED TV CONTINUES TO GROWSource:Comscore Video Metrix Device-Level CTV,UK,2022V I D E O S C O N S U M E D O N C T V I N 2 0 2 27.9bnhours

11、 watched on CTV in 20225.2BQ 17BJanuaryFebruaryMarchAprilMayJuneJulyAugustSeptemberOctoberNovemberDecemberQ 2Q 3Q 413MOST STREAMED OTT PROGRAMME OF THE DAY ON CONNECTED TVS020406080100120140160180The Mandalorian season 3 finaleDisney+SuccessionNow TVSource:Based on UK smart TV data feeds processed b

12、y Comscore that cover major content providers.,April 2023.Index calculated as increase/decrease vs.previous day(1stApril=100)T O TA L V I E W I N G I N D E X A P R I L 2 0 2 3141.3BN3.7BNTHE RISE OF SHORT FORM VIDEOShareablee Metrics&Trends,UK*All,Instagram and TikTok January 1 December 31,2021 and

13、2022Shareablee Content Pulse,UK*All,YouTube,Content mentioning“#shorts”,January 1 December 31,2021 and 2022Engagement on Reels,TikToks,and Shorts are all growing for UK Brands&PublishersA C T I O N S I N S TA G R A M a n d T I K T O K /Y O U T U B E L I K E SInstagram ReelsTikTokYouTube Shorts202120

14、22202120222021202216M116MTikTokYouTube Shorts534M2BN15SHORT FORM VIDEO ENGAGEMENT UP 208%OVER 2021In 2022 we saw a shift in engagement from Carousel to a Reels content.Reels now commands more actions than Carousels for the first time.Originally debuted in 2019,Reels began as videos that could only b

15、e 15 seconds long.In 2022,users can now go up to 90 seconds each.Source:Shareablee|UK*All|2022202020212022Carousel ActionsReels Actions+75%-19%+188%+735%16Industry17TOP CONTENT ACCESSED ACROSS DEVICESSource:Comscore Media Metrix Multi-Platform,March 2023,UKD E S K T O P R E A C HM O B I L E R E A C

16、H20304050607080901002030405060708090100EntertainmentNews/InformationSearch NavigationSocial MediaRetailLifestylesTechnologyTravelGamesHealthSportsDirectories/ResourcesFinancial Services18CATEGORY SNAPSHOT:THE BEST OF TIMESSource:Comscore Media Metrix Multi-Platform,March 2022 to March 2023,UKGhostin

17、g no moreto our earswins,hands down!have the upper handDating has seen the biggest growth YoY,with 6.1M UVs.Tinder and Bumble are attracting the largest share of audiences.Spotify is driving category growth and engagement,with 485M hours spent in March alone.Whilst the economy has been trending down

18、ward,gambling has been looking upward.Lottos have seen the biggest growth.Sports-related content drove 652M actions in the last 12 months,topped by Man Utds announcement on the departure of Cristiano Ronaldo.%G R O W T H Y O YO N L I N E P R O P E R T Y19CATEGORY SNAPSHOT:THE BEST OF TIMES vs LOSING

19、 STEAMSource:Comscore Media Metrix Multi-Platform,March 2022 to March 2023,UKLiving GreenRoad to recoveryOut of shapeDown with the kidsFuelled by Gen Z,who are 443%more likely to visit Treeapp than the average Internet user.Currently more expensive than a diesel or petrol car,in response to the econ

20、omic pressure,interest in Green Autos has decreased YoY across all groups,including Gen X.Not a fan!Content mentioning Fitness has received 1M less Likes in March than January 2023.Ovia Fertility and Disney Lifestyle drive the largest growth in terms of both audience size and time spent!YouTube Kids

21、 Mobile App on the other hand is attracting less audiences who are spending even less time,the first pattern of its kind the app is showing since 2019.%G R O W T H Y O YO N L I N E P R O P E R T Y20CATEGORY SNAPSHOT:LOSING STEAMSource:Comscore Media Metrix Multi-Platform,March 2022 to March 2023,UKB

22、e organised!Daily lifeBrand buildingMake it safeAhead of the new tax year,people are getting themselves in orderHuge growth in visitation to CPS site,but fewer than 1%of visitors to government sites visitHeavy investment in advertising over the last 12 months has led to rapid growth for JPMorgan Cha

23、se mobile app.Despite its stellar growth,Zurich not in top 10 online insurance companies Aviva dominating space%G R O W T H Y O YO N L I N E P R O P E R T Y21MORE PEOPLE ARE CONSUMING NEWS CONTENT ONLINE THAN ON TVSources:Comscore MMX MP,March 2023,Ofcom News consumption study,2022OF THE UK ONLINE P

24、OPULATION IS REACHED BY NEWS SITEST I M E S P E N TON NEWS SITES22IN MODERN TIMES,LOCAL NEWS IS BOOMINGV I S I TO R S (M I L L I O N S)Y E A R O N Y E A R G R O W T HMANCHESTEREVENINGNEWS.CO.UK17.4-5%LIVERPOOLECHO.CO.UK12.4-2%DAILYRECORD.CO.UK11.9-4%STANDARD.CO.UK8.43%NOTTINGHAMPOST.COM6.087%CHRONIC

25、LELIVE.CO.UK5.93%MYLONDON.NEWS5.7-12%Yorkshire Live-News4.918%LANCS.LIVE4.735%BRISTOLPOST.CO.UK4.121%Source:Comscore MMX MP,March 2022-202323WE WANT TO TRAVEL SO LETS TRAVEL!39 TRAVEL SITES IN THE UK HADT O T A L W E B V I S I T S 42,00043,00044,00045,00046,00047,000May-22Nov-22K A Y A K:T O P A D V

26、 E R T I S E R M A R 2 0 2 3T O P T R A V E L P O S T M A R 2 0 2 3UNIQUE VISITORS MARCH 2023OF TOP 20 SITES GREWYEAR-OVER-YEARSource:Comscore Media Metrix Multi-Platform March 2023,UK,Ad Metrix,March 2023,UKSource:Shareablee Content Pulse,March 2023,UK 24VISIT SCOTLAND IS UKS MOST ENGAGING TRAVEL P

27、OSTERSource:Comscore Social,March 2023776k actions in March over 6k per post23.2%76.8%42.15%30.58%27.27%86.28%AU D I E N C EC O N T E N TA C T I O N ST W I T T E R I N S TA G R A M FA C E B O O K 25YOUNGER AUDIENCES FOCUS ON WHERE TO NOW?AGE 18+AGE 18-24AGE 25-34AGE 35-44AGE 45+Source,Comscore MMX M

28、P,UK,March 202326FOOTBALL DICTATES SPORTS SUCCESSSource:Comscore MMX MP,UK,March 2022-202339.8M40.9M40.2M39.3M40.2M40.9M40.3M41.0M43.2M43.6M41.7M41.6M41.4MMar-2022Apr-2022May-2022Jun-2022Jul-2022Aug-2022Sep-2022Oct-2022Nov-2022Dec-2022Jan-2023Feb-2023Mar-2023U N I Q U E V I S I T O R S T O S P O R T

29、 S W E B S I T E S27FOOTBALL DOMINATES SOCIAL SPORT ENGAGEMENT138,569,785132,639,78291,808,04282,519,67250,982,07132,459,65320,499,29013,820,7848,182,6307,945,755Manchester City FCManchester UnitedPremier LeagueLiverpool FCChelsea Football ClubArsenalTottenham HotspurNewcastle UnitedAston Villa FCWe

30、st Ham United FCSource:Comscore Social,April 2023L E A D I N G F O O T B A L L B R A N D S B Y C R O S S P L AT F O R M E N G A G E M E N T28THE SUN SPORT LEADS THE PACK Source:Comscore MMX MP,UK,March 2022-202302,000,0004,000,0006,000,0008,000,00010,000,00012,000,000Mar-2022Apr-2022May-2022Jun-2022

31、Jul-2022Aug-2022Sep-2022Oct-2022Nov-2022Dec-2022Jan-2023Feb-2023Mar-2023The Sun SportMirror Online-SportSky SportsWireless Group NetworkMail Online-SportU N I Q U E V I S I T O R S T O L E A D I N G S P O R T S S I T E S29Source:Shareablee Content Pulse May 2022-May 2023,UK3.4MTOTAL ACTIONSIN THE PA

32、ST 12 MONTHS C O S T O F L I V I N G C O N T E N T M E N T I O N I N G30WHERE ARE WE SHOPPING ONLINESource:Comscore%Change Media Metrix,Multi-Platform,Mar 2022-Mar 2023,United KingdomR E T A I L C A T E G O R I E S E X P A N D I N G R E A C HY O YRetail-MoviesToysBooksDepartment StoresRetail-MusicCO

33、UPON CATEGORY30.8M Unique Visitors258M Visits30.1M Unique Visitors178M VisitsR E T A I L C A T E G O R I E S C O N T R A C T I N G R E A C HY O YFlowers/Gifts/GreetingsSports/OutdoorFragrances/CosmeticsComparison ShoppingHome Furnishings826M hours spent shopping online January to March 202331RETAIL

34、REACH BY AGESource:Comscore Media Metrix Multi-Platform,March 2023,UK1 12 23 34 45 56 67 78 8AGE 18+AGE 18+1 12 23 34 45 56 67 78 8AGE 18AGE 18-24241 12 23 34 45 56 67 78 8AGE 25AGE 25-34341 12 23 34 45 56 67 78 8AGE 35AGE 35-54541 12 23 34 45 56 67 78 8AGE 55+AGE 55+32HOW WE SHOP ONLINE DIFFERS GRE

35、ATLY BY CATEGORYSource:Comscore Media Metrix Multi-Platform,March 2023,UK,Comscore Mobile Metrix,March 2022 to March 2023,UKM O B I L E A P P V S D E S K T O PF O O D,G R O C E R Y A P P S W I T H L A R G E S T U V G R O W T Hof food/grocery shopping is via Mobile Appof Consumer Electronics shopping via Desktop/Mobile Web331.Video rules!2.Short-form video here for the long term3.Shape-shifting social platforms landscape4.Death of 3rdparty cookies5.Ethical MLets talk!