UK Digital Market Overview February 2014

Your monthly snapshot of digital audience trends

Here is a brief summary of some of the key topics covered in this report:

• Total Digital Population and PC usage experienced small month on month increases (+0.5% and +0.3%) as consumers turned to the internet in the build up to Christmas, video consumption slipped slightly -1.5% (37.5m to 36.9m unique users), but mobile usage increased +1.3% to 34.5m.
• For December the demographic group in focus was those with Children in the Household and the results were a little surprising in that category usage was not dominated by shopping and gifting sites maintaining a learning element featured very strongly in the categories the demographic visited.
• December’s Multi-Platform data reveals an interesting aspect of consumer behaviour in terms of shifting preferences or convenience.
• The other main Christmas activity is travelling and access to sites in this category via browsers and apps was strong and can be viewed as daily/family travel (National Rail, TfL and Trainline) and planning a break in the new year (TripAdvisor and Priceline), but reflects the increasing use of portable devices in online activity.