The 2015 Digital Future in Focus Reports share key figures and trends in digital behaviour across the global markets measured by comScore. This UK report draws on Global as well as local data and benchmarks, combining them to provide a unique perspective on the UK digital market. Some of the topics covered in this report are: • Behaviour and demographics of digital audiences • Spotlights on key user groups (e.g. Millennials) • Category-specific insights • Online video • Multi-Platform usage (including desktop, smartphone and tablet)

1. © comScore, Inc. Proprietary. 1

2. © comScore, Inc. Proprietary. 2© comScore, Inc. Proprietary.
The 2015 Digital Future in Focus Reports share key figures and trends in digital behaviour across the
global markets measured by comScore. This UK report draws on Global as well as local data and
benchmarks, combining them to provide a unique perspective on the UK digital market.
Some of the topics covered in this report are:
• Behaviour and demographics of digital audiences
• Spotlights on key user groups (e.g. Millennials)
• Category-specific insights
• Online video
• Multi-Platform usage (including desktop, smartphone and tablet)
About this report
Questions on this report? Ben Martin, Director of Marketing Insights | bmartin@comscore.com

3. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 3
Global Overview

4. © comScore, Inc. Proprietary. 4Source: comScore MMX, May 2015, Persons 15+
Scale of desktop markets (Unique Users) GLOBAL

5. © comScore, Inc. Proprietary. 5
0
500
1,000
1,500
2,000
2,500
Canada
UnitedStates
Mexico
Argentina
Peru
Chile
Brazil
Uruguay
Colombia
Venezuela
PuertoRico
Spain
RussianFederation
Israel
Poland
Belgium
Sweden
Finland
Ireland
Switzerland
Denmark
Norway
Portugal
Turkey
Austria
Italy
Germany
Netherlands
France
UnitedKingdom
SouthAfrica
Australia
China
Taiwan
HongKong
NewZealand
Singapore
Vietnam
Japan
Thailand
Malaysia
Indonesia
Philippines
India
Global average desktop minutes per user
Source: comScore MMX, May 2015, Persons 15+
GLOBAL

6. © comScore, Inc. Proprietary. 6
Categories’ share of desktop minutes
SOCIAL MEDIA PORTALSNEWS / INFORMATION RETAIL ENTERTAINMENT ALL OTHER
Social continues to dominate
share of mins in most
markets, although less than
in recent years as it has
experienced a dramatic shift
to mobile devices.
Asia Pacific sees a more
diverse spread of
categories, with the major
categories listed accounting
for less than half of all
minutes.
Source: comScore MMX, May 2015
GLOBAL

7. © comScore, Inc. Proprietary. 7
Global average video minutes per user & per video
Source: comScore Video Metrix, May 2015, Persons 15+
2.8
3.4
4.2
3.7
3.2
3.6
2.6
4.3
4.6
3.5
4.4
7.5
4
2.7
4 3.8
5.6
5 5.1
4.1
10
4.3
3.2
3.7
4.2
5
4.6
0
500
1,000
1,500
2,000
2,500
USA
Canada
Argentina
Brazil
Chile
Colombia
Mexico
France
Germany
Italy
Netherlands
RussianFederation
Spain
Turkey
UK
Australia
China
HongKong
India
Indonesia
Japan
Malaysia
NewZealand
Philippines
Singapore
Taiwan
Vietnam
Japan stands out in both
average minutes per user
and with users enjoying
longer form video content.
The USA and Turkey,
despite high average
minutes per user, build up
these figures with shorter
form video, possibly as a
result of advertising
saturation, and in the case
of Turkey, a strong leaning
to Social Media video (see
p.14).
AVG. MINS
PER VIDEO
AVG. MINS PER USER
GLOBAL

8. © comScore, Inc. Proprietary. 8
0% 50% 100%
USA
Canada
Australia
Brazil
France
Germany
Italy
Russian Federation
Spain
Taiwan
UK
0% 50% 100%
Note: Some markets use a census-based methodology for Smartphone and Tablet measurement, that reports on only tagged entities.
Properties which only tag some of their assets (e.g. website but not app) or partially tag (e.g. homepage only) are only be measured on those
tagged assets.
Mobile only & Multi-Platform unique users
MULTI-PLATFORM MOBILE ONLYDESKTOP ONLY
75%
59%
66%
44%
63%
68%
61%
30%
74%
70%
77%
97% (+22)
83% (+24)
75% (+9)
-
70% (+7)
74% (+6)
73% (+12)
51% (+21)
78% (+4)
76% (+6)
85% (+8)
All Users Millennials
In every market,
it is Millennials
who drive
mobile and
multi-platform
usage, with
desktop only
usage below
50% for this
demographic in
every market.
Source: comScore MMX Multi-Platform, May 2015
(% mobile or multi-platform) (% mobile or multi-platform)
GLOBAL

9. © comScore, Inc. Proprietary. 9
*Mobile Minutes calculated using an average of markets measured by Mobile Metrix that also feature demographics on
Mobile devices
Spotlight on global Millennials
Source: comScore MMX & Mobile Metrix, May 2015
GLOBAL

10. © comScore, Inc. Proprietary. 10
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