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Britain stays ahead of Europe in internet usage, says comScore


By Noel Young, Correspondent

February 14, 2013 | 3 min read

Fast-growing UK Internet usage is highlighted today with the comScore news that UK users spend 37 hours online in December last year, more than any other European market.

comScore: UK leads Europe

Also big news : Nearly one-third of web-based page views in the UK are now on mobiles and tablets.

The info appears in comScore's report, 2013 UK Digital Future in Focus .

According to the study, UK consumers are more digitally-engaged than ever before and their usage of mobile, internet-enabled devices is re-defining the UK media landscape.

The report provides a comprehensive overview of the UK market and identifies the prevailing trends in web usage, online video, mobile and search, plus a special review of social, shopping and silver surfers.

Mike Read, managing director for comScore in the UK, said, "We’ve been preparing for a future scenario where most people will consume content on the go and PCs will ouldno longer be the centre of the digital universe.

"This future is quickly becoming a reality with smartphones, now in the hands of 2 out of every 3 UK mobile phone owners, and devices such as smartphone and tablets now driving nearly a third of internet usage,”

Key insights from the report include:

• 44.8 million people in the UK used the desktop-based internet in December 2012, a 5 percent increase over the past year.Brits also spent more time online than any other European country, highlighting the market’s fertile ground for digital marketers.

• The UK online video audience grew 8 percent in the past year, whilst mobile video audience grew 262 percent.

• Page views from Non-PC devices reached an all-time high with nearly 1/3 of all UK page views now from smartphones and tablets.

• 64 percent of UK mobile users owned a smartphone, while 82 percent of new phones acquired in December 2012 were smartphones.

• Google captures 91 percent of all UK searches. But Brits are also turning to non-traditional search sites such as Amazon and eBay to search for information and products.

• Facebook remains the leading social network in the UK, with most unique visitors. However, rising stars on the horizon - Tumblr, Instagram, Pinterest and Goodreads – have all witnessed strong growth over the year across both PC and mobile.

• 55+ year old internet users represent an important part of the UK online audience, accounting for 20.4 percent of the online population.

• Online shopping now reaches 9 out of 10 UK internet users.One in 5 Brits used their smartphone to purchase goods or a service in December 2012.

Cathy McCarthy, VP of Marketing, EMEA & APAC will share key insights from the 2013 UK Digital Future in Focus report on Tuesday, 5th March at 10am GMT .For more information and to register for the webinar, please visit:


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