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4. Internet and web-based content

233

Figure 4.1
UK internet and web-based content market: key statistics
UK internet & web-based content market
PC / laptop take-up (%) Internet take-up (%) Total broadband take-up (%) Fixed broadband take-up (%) Mobile broadband take-up (%) Social networking site take-up (%) Use of mobile phone for web/data access (%) Internet advertising expenditureMobile media advertising revenue

2005
68 60 31 n/a n/a n/a n/a £1.4bn £0.02m

2006
67 60 41 n/a n/a n/a n/a £2.0bn £0.12m

2007
71 64 52 n/a n/a n/a n/a £2.8bn £0.38m

2008
72 67 58 n/a n/a 20 20 £3.4bn £1.04m

2009
74 70 68 65 12 30 20 £3.5bn £1.03m

2010
76 73 71 65 15 40 23 n/a n/a

Source: Of S Ofcom / IABUK/PwC / S IABUK/P C Screen Di Digest. t Note: Mobile media includesmobile TV, mobile VoD and mobile games and excludes display and search advertising.
234

Figure 4.2
Proportion of adults who access social networking sites on the internet at home
100% 80%
61

50 50

60%
40

61

Q1 2008 Q3 2008
48 46 46

46

40

39

38

31

26 31 20

26 30

25 29

30

21 25

24

20

20

22

14 15 19

19

9

14 13

20% 0% UK3 2 3

7

15-24 25-34 35-54 55-64 65-74 75+

1 3

1

AB

C1

C2

DE

QE12: Which, if any, of these do you or members of your household use the internet for while at home? Source: Ofcom technology tracker, Q1 2010 tracker Base: All adults aged 15+ (n = 5812 Q1 2008, 1581 Q3 2008, 6090 Q1 2009, 9013 Q1 2010) Note: Q1 2008 data in this chart are not directly comparable to datapublished in the 2009 Communications Market Report due to updated data provided to Ofcom.
235

19

Male Female

26 28

40%

31 3 36

3 35

2 32 3 35

39

42

Q1 2009 Q1 2010

Figure 4.3
Unique audience of selected social networking sites
Unique audience (m) 30
Growth (%) ( ) April 09 – April 10 12 Member Communities 31 Facebook 56 -37 96 Twitter.com Myspace.com LinkedInFriends Reunited Bebo Ning

20

10

-39 -60

0 Jun-08

4

Sep-08

Dec-08

Mar-09

Jun-09

Sep-09

Dec-09

Mar-10

Source: UKOM/Nielsen. Note: Home and work panel applications included ’Member communities’ is the UKOM category that primarily consists of panel, included. Member communities social networking sites. “Unique audience” = the total number of unique persons that havevisited a website or used an application at least once in the specified reporting period. Persons visiting the same website or using the same application more than one time in the reporting period are only counted once.
236

Figure 4.4
UK internet sectors’ share of total internet time
Share of total internet time 100% 80% 60% 40% 20% 0%
5% 4% 4% 5% 14% 6% 7% 9% 42% 37% Relative change (%)-13 -3 84 -36 3% 4% 4% 5% 5% 7% 7% 23% -3 10 -6 -66 15 11 159 Other Adult News Software Info/Products Search Portals Classifieds/Auctions Instant Messaging Games E-mail Social Networks/Blogs

April 2007

April 2010

Source: UKOM/Nielsen. Note: Home and work panel, applications included. Email excludes work-related email.
237

Figure 4.5
Time per user per month spent on selected socialnetworking sites
Time per person (hrs) 9 8 7 6 5 4 3 2 1 0 Jun-08
Facebook Bebo Twitter.com LinkedIn Li k dI Friends Reunited Ning Myspace.com

Sep-08

Dec-08

Mar-09

Jun-09

Sep-09

Dec-09

Mar-10

Source: UKOM/Nielsen. Note: home and work panel, applications included.
238

Figure 4.6
Proportion of time spent social networking, by device
Proportion of time (%) 100%
14% 20%13% 4% 3%

80% 60% 40% 20% 0% All 16+ 16-24 25-44 45-54 55+
86% 80% 87% 96% 97% Computer Mobile

Source: Source: Ofcom research. Base = All respondent days: 16+ = 7966; 16-24s = 1106; 25-44s = 3003; 45-54s = 1484; 55+ = 2373
239

Figure 4.7
Internet advertising expenditure, by category
Advertising expenditure (£000) 4000
3,350 3 350 3,541 677 709 6 27 Total T t l Solus email Other...
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