… Universe Profile Mar 2010: UKOM APS data is now weighted to ISBA region Source: UKOM APS Mar 10
… Usage by time of day Mar 2010: Peak usage 16:00-18:00 75% of users/month Lowest 04:00-05:00 8% of users/month Source: UKOM APS Mar 10
… Category use by time of day Source: UKOM APS Mar 10 COMMUNITIES NEWS INSTANT MESSAGING MUSIC
… Frequency of Internet use Mar 2010: Up to 7 sessions/month 25% 8-14 sessions 10% 15-28 sessions 13% Over 28 sessions 52% Source: UKOM APS Mar 10 10 20 30 40 50 60 70 80 90 100 Online sessions per month
… Top categories by reach Mar 2010: All search engines 36.1m users (91% of active users) Google Search 33.3m (84%) Source: UKOM APS Mar 10
… Top categories’ age/class map Source: UKOM APS Mar 10 More upmarket Younger average age n.b. Data illustrative of total audience profile, not of targetable audiences. Includes non-commercial properties
… Top brands by reach Mar 2010: Including use of Applications All Google 34.9m users (88% of active users) Source: UKOM APS Mar 10
… Top brands’ share of time online Mar 2010: ( incl use of Applications) Facebook 17% share of hours Top 20 brands 49% share Source: UKOM APS Mar 10
… Top applications by reach Mar 2010: Windows Live Messenger 14.3m users (36% of active users) Source: UKOM APS Mar 10
… Connection speeds Source: UKOM APS Mar 10 Mar 2010: Shift of 4 percentage points from <2Mb to >2Mb connection speed since Jan 2010
The UKOM APS (Audience Planning System) is the audience measurement system for UK online media, designed to the rigorous standards of the UK advertising industry, delivered by The Nielsen Company, with independent industry governance.
Based on a panel of at least 35,000 UK individuals aged 2+, online at home or at work, UKOM delivers robust advertising-standard metrics for online media properties with as few as 35,000 monthly users. Monthly reach, frequency and time spent can be analysed against standard advertising target audience definitions.
Accuracy is ensured via balanced panel recruitment offline as well as online, and weighting to an establishment survey managed by the NRS (National Readership Survey)
Audience data are released monthly, ten days after the end of the month. Subscriber media owners and agencies can access the data via the Nielsen online interface or via mediatel.co.uk.
UKOM APS is governed by the UK Online Measurement Company Ltd, chaired by Douglas McArthur OBE. Shareholders are the Internet Advertising Bureau (IAB) and Association of Online Publishers (AOP)
For more information please contact James Smythe, General Manager on 0845 371 2232