/ Researches / UK Digital Market Overview – Q2 2018 | UKOM & comScore
UK Digital Market Overview – Q2 2018 | UKOM & comScore
With over 48,7 millions of the UK population who access the internet in 2018, mobile devices’ consumption continues to grow steadily, with over 39 million of them use mobile devices. A recent study conducted by comScore & UKOM on the UK online users to better understand the online behaviour of them. Data revealed that there is an increase in the mobile universe among UK digital users from 4 to 10 million in 2018 and a more significant reduction in the desktop PC user base.
Take a sneak peek at the top-line finding of the online behaviour of the UK digital users:
Key Insights Into the Most Used Devices by Digital Users in the UK
In general, mobile devices (both smartphone & tablets) now account nearly three-quarters of all UK adults’ online minutes, while smartphones only account 62% of all adult online minutes.
In contrast, among older audiences (aged 55+) desktops have the higher reach.
Adult females are much more likely than males to spend more time on smartphones (68% vs. 57), while males are more likely to do so but on desktops (32% vs. 19%).
UKOM is the community where industry stakeholders in the UK come together to define and govern their standard for audience measurement across PC, tablet and smartphone devices.UKOM is specialized in studying audiences and consumers by focusing mainly on quantifying audiences in terms of people, not browsers or machines because they believe that demography still lies at the heart of what advertisers want to achieve.The UKOM Digital Marketing Overview provides insights into what the UK Population is doing online by launching a quarterly top-line snapshot of audience behavior across devices.