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April 2012 iabuk.net/contact 11 January 2019
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UKOM move to new hybrid methodology
From April 2012 data (published 18th May), UKOM data goes "Hybrid". Hybrid methodology combines people-centric measures with (for the first time) insight into audiences in “other locations” (outside Home and Work) for ALL websites. This is achieved through Nielsen's tagging of a representative sample of UK sites and an industry-approved model for combining the resulting server data with traditional panels. This has resulted in a change to the historical trend data. Nielsen's trial Hybrid data suggests that the top 100 websites have on average 13% more users each when "other locations" are added, 18% more time spent online and 20% more page views. Further info can be found at Please contact James at UKOM if you have any questions about the change in methodology
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Monthly UKOM audience data
UKOM (UK Online Measurement) core data reported on 18th every month Monthly top 10 sites at brand level by reach Monthly audience data for top 10 sites Summary report includes a sample of UKOM demographic classifications Gender, age, social grade, region, main shopper, in the market for a car Data reports can also be run at a parent, channel, domain, subdomain and application level UKOM panel of 31,000 people at home and 4,000 at work Further information on UKOM can be found on the UKOM website Please or with any queries
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April 2012 online usage Measurement April 2012 Digital Universe
(March 2012) Digital Universe 52.3 Million 49.9 Million Active internet users 41.3 Million 40.3 Million Sessions per person 58 55 Sites per person 93 79 Pages per person 2,821 2,439 Change in methodology Source: UKOM April 2012
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Top 10 sites Site Audience (000’s) Pages per person
Time spent per person Google 35,520 241 1 hour 48 mins FaceBook 27,244 770 7 hours 09 mins MSN/Windows Live/Bing 26,364 115 1 hour 29 mins YouTube 22,371 161 1 hour 55 minutes Yahoo 21,347 152 1 hour 23 mins BBC 21,322 95 1 hour 03 mins Amazon 19,854 56 27 minutes eBay 18,464 255 2 hours 07 min Ask 13,274 15 10 minutes Associated Newspapers 10,179 41 40 minutes NB: Blogger had an audience of 10,581, however we have not included this in the top 10 sites as it is a platform rather than a site Source: UKOM April 2012
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Top 10 websites - audience composition
Google Facebook MSN YouTube Yahoo! BBC Amazon eBay Ask Associated Newspapers Male 50 49 54 51 53 Female 46 47 18-24 12 14 11 10 25-34 17 18 15 16 24 35-49 29 28 20 31 27 30 50+ 32 33 34 37 40 ABC1 59 56 57 58 62 55 61 C2DE 42 39 43 36 Main Shopper 52 North 22 21 23 South Midlands and East 19 Scotland 8 7 Wales (and West) In market for a car iabuk.net/contact
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Average time spent per person - 1 hour 48 mins
1. Demographics Index Reach (000) Male 100 17867 Female 17653 18-24 101 4237 25-34 102 5909 35-49 10125 50+ 99 11259 ABC1 20753 C2DE 98 14091 Main Shopper 107 17628 North 7970 South 11258 Midlands and East 7043 Scotland 97 2665 Wales (and West) 3567 In market for a car 104 3471 241 Average page views per person 35,520,000 Unique users Average of 29 sessions per person Average time spent per person - 1 hour 48 mins Source: UKOM April 2012
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Average time spent per person - 7 hours 10 mins
2. Demographics Index Reach (000) Male 97 13401 Female 103 13843 18-24 115 3700 25-34 106 4676 35-49 102 7812 50+ 95 8293 ABC1 98 15332 C2DE 104 11376 Main Shopper 113 14311 North 99 6003 South 8826 Midlands and East 5338 Scotland 2042 Wales (and West) 105 2840 In market for a car 114 2921 770 Average page views per person 27,244,000 Unique users Average of 26 sessions per person Average time spent per person - 7 hours 10 mins Source: UKOM April 2012
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Average time spent per person - 1 hour 29 mins
3. Demographics Index Reach (000) Male 99 13145 Female 101 13219 18-24 119 3694 25-34 107 4583 35-49 98 7269 50+ 97 8220 ABC1 14659 C2DE 105 11189 Main Shopper 111 13586 North 100 5839 South 8761 Midlands and East 5217 Scotland 92 1865 Wales (and West) 2641 In market for a car 115 2858 155 Average page views per person 26,364,000 Unique users Average of 18 sessions per person Average time spent per person - 1 hour 29 mins Source: UKOM April 2012
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Average time spent per person - 1 hr 3 minutes
4. Demographics Index Reach (000) Male 104 11224 Female 96 10098 18-24 2408 25-34 95 2708 35-49 106 6321 50+ 105 7195 ABC1 107 13130 C2DE 91 7820 Main Shopper 116 11440 North 99 4698 South 101 6843 Midlands and East 98 4144 Scotland 92 1509 Wales (and West) 2143 In market for a car 2124 95 Average page views per person 21,322,000 Unique users Average of 12 sessions per person Average time spent per person - 1 hr 3 minutes Source: UKOM April 2012
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Average time spent per person - 1 hour 56 mins
5. Demographics Index Reach (000) Male 107 12047 Female 93 10324 18-24 122 3211 25-34 104 3785 35-49 99 6198 50+ 92 6612 ABC1 98 12658 C2DE 9352 Main Shopper 111 11487 North 100 4956 South 7444 Midlands and East 4399 Scotland 1588 Wales (and West) 2225 In market for a car 124 2607 161 Average page views per person 22,371,000 Unique users Average of 12 sessions per person Average time spent per person - 1 hour 56 mins Source: UKOM April 2012
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Average time spent per person - 1 hour 23 mins
6. Demographics Index Reach (000) Male 101 10857 Female 99 10490 18-24 95 2666 25-34 111 3742 35-49 105 6255 50+ 6950 ABC1 12394 C2DE 8504 Main Shopper 117 11635 North 100 4562 South 104 7054 Midlands and East 97 4126 Scotland 1569 Wales (and West) 102 2174 In market for a car 118 2359 152 Average page views per person 21,347,000 Unique users Average of 16 sessions per person Average time spent per person - 1 hour 23 mins Source: UKOM April 2012
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Average time spent per person - 28 minutes
7. Demographics Index Reach (000) Male 100 10052 Female 9802 18-24 94 2191 25-34 3239 35-49 105 5821 50+ 115 7323 ABC1 103 11762 C2DE 97 7747 Main Shopper 123 11378 North 4412 South 6303 Midlands and East 3817 Scotland 1536 Wales (and West) 1970 In market for a car 114 2133 56 Average page views per person 19,854,000 Unique users Average of 5 sessions per person Average time spent per person minutes Source: UKOM April 2012
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Average time spent per person - 2 hours 8 min
8. Demographics Index Reach (000) Male 98 9119 Female 102 9346 18-24 2224 25-34 107 3199 35-49 110 5668 50+ 6022 ABC1 96 10214 C2DE 106 7879 Main Shopper 120 10311 North 101 4151 South 5768 Midlands and East 103 3786 Scotland 92 1319 Wales (and West) 1862 In market for a car 109 1881 255 Average page views per person 18,464,000 Unique users Average of 11 sessions per person Average time spent per person - 2 hours 8 min Source: UKOM April 2012
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Average time spent per person - 11 minutes
9. Demographics Index Reach (000) Male 97 6518 Female 103 6756 18-24 86 1340 25-34 89 1909 35-49 3604 50+ 126 5348 ABC1 96 7364 C2DE 105 5646 Main Shopper 120 7363 North 2843 South 100 4290 Midlands and East 2754 Scotland 996 Wales (and West) 1321 In market for a car 117 1458 15 Average page views per person 13,274,000 Unique users Average of 5 sessions per person Average time spent per person minutes Source: UKOM April 2012
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Average time spent per person - 40 minutes
10. Demographics Index Reach (000) Male 101 5178 Female 99 5001 18-24 98 1175 25-34 110 1812 35-49 106 3016 50+ 114 3716 ABC1 6232 C2DE 90 3695 Main Shopper 131 6165 North 2384 South 3438 Midlands and East 95 1922 Scotland 93 732 Wales (and West) 967 In market for a car 120 1147 41 Average page views per person 10,179,000 Unique users Average of 9 sessions per person Average time spent per person minutes Source: UKOM April 2012
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April 2012 iabuk.net/contact 11 January 2019
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