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PC based Internet search increases by five per cent despite mobile and tablet growth comScore finds


By Stephen Lepitak, -

February 14, 2013 | 5 min read

Digital engagement has continued to grow, not least through the mass adoption of mobile and smartphones. The latest comScore UK Digital Future in Focus report highlights some of the latest statistics across the impact on media and retail.

Interestingly, despite the obvious rise in mobile and tablet devices, a five per cent increase in desktop-based Internet use was recorded in the UK to 44.8 million people over the past year.

Below are some further key statistics to come from the report;

In December 2012, 16% more display ads were published than in December 2011. More than 923 billion display ad impressions were delivered across the web in 2012 increasing the importance for validation and measuring viewable impressions.

The online video audience in the UK grew 8 percent in the past year, whilst the audience for video viewing on a mobile grew 262 percent. YouTube still top video property followed by Amazon and Facebook.

UK Internet Users Spend 37 Hours Online Per Month, More Than Any Other European Market

Nearly One-Third of Web-Based Page Views in the UK Are Now Viewed on Smartphones and Tablets

Total UK mobile audience is 49.5 million

Total UK smartphone audience is 31.7 million.

Over 6 million people in Britain owned both a smartphone and a tablet device by December 2012.

The average UK internet user spent 6.5 hours on social media sites during December 2012

Nearly one third of page views were through mobile and tablet devices.

Google has 91 per cent of the search market.

Mail Online increased nonlinear reach by 11 per cent through mobile

Average Internet access per month through a mobile browser was 9.5 hours.

Of the video content on The Guardian website (16,700 videos) nearly a third (30.7 per cent) include adverts.

Over 923 billion display ad impressions were delivered in 2012

The largest share of display adverts were delivered then social media at 31 per cent.

Instagram Grows UK Mobile Audience by 1112 per cent during past year

In December 2012, 16 per cent more display ads were published than in December 2011. UK Retailers grew the number of display ads they placed online by 51 per cent over the same period.

iPhone users are twice as likely to shop between one to three times a month as Android.

In the UK, more than 923 billion display ad impressions were delivered across the web in 2012 at a growth of 16 per cent indicating an increasing level of comfort with a medium capable of delivering strong marketing ROI.

The UK online video audience grew eight per cent in the past year, whilst mobile video audience grew 262 percent. Source: comScore Video Metrix

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. Source: comScore Device Essentials

64 per cent of UK mobile users owned a smartphone, while 82 per cent of new phones acquired in December 2012 were smartphones. The rapid adoption of internet-enabled devices is creating a more fragmented digital media landscape. Source: comScore MobiLens

Google maintains its strong hold of the search engine market, capturing 91 percent of all UK searches. As the search market continues to evolve, Brits are also turning to non-traditional search sites such as Amazon and eBay to search for information and products. Source: comScore qSearch

Facebook remains the leading social network in the UK, capturing the greatest number of unique visitors. However, there are some rising stars on the horizon - Tumblr, Instagram, Pinterest and Goodreads – that have all witnessed strong growth over the year across both PC and mobile. Source: comScore MMX

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

Online shopping now reaches 9 out of 10 UK internet users, while mobile shopping is growing rapidly as 1 in 5 Brits used their smartphone to purchase a good or service in December 2012

Mail Online is Britain’s largest newspaper site with a total digital audience of 13.4 million people (PC, Video and Mobile combined)

The Sun extends digital reach by nearly 17 per cent when accounting for mobile audiences

52 per cent of Vimeo’s UK audience are exclusive video users

Facebook, Twitter and LinkedIn are the most popular social networks in the UK

Instagram’s UK mobile audience grew 1112% between December 2011 and December 2012

UK mobile social networking audience nearly at 22 million (up 27% year over year)

3.4 million people access a social network via their mobile almost every day

In December 2012, iTunes was the most used app in the UK with 10.7 million users

Apple’s attracts nearly as many Mobile as PC users (10.8 million via mobile vs. 11.5 million via PC)

The full report can be viewed here.

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