Average share of time spent online per day by adult digital population, split by property6: September 2017 and 2018 (hours:minutes)
Source: Comscore MMX Multi-Platform, Age: 18+, Sep 2017 & 2018, UK
Advertising is the primary source of revenue for most online sectors
Online advertising generated £13.4bn in the UK in 2018 (up 13% since 2017). This represents 57% of total UK advertising revenue (television was the second largest sector at £5.1bn – 22% of total advertising revenue).
Google and Facebook together generated an estimated 61% of UK online advertising revenue in 2018. Their websites are the most visited by adults in the UK, but their share of revenue is far greater than time spent (35%).
Subscription is growing fast as a business model, particularly for entertainment and news where it accounted for 64% and 39% of revenue globally.
Revenues for key online sectors in the UK
Source: O&O analysis based on data from AA WARC, PwC Global Entertainment & Media Outlook, Enders Analysis
Average numbers of unique tags on popular sites in the UK
Source: Crownpeak. Scans conducted 06/05/2019 & 07/05/2019. Average of top ten sites in each genre.
‘Tags’ are pieces of code which allow sites to carry out a function, such as collecting information or loading content. They are integral to how users are tracked on the internet and presented with content that is relevant to them, including personalised adverts.