From Platforms to People: Multi-Platform Planning Insights

Comscore and UKOM hosted an insightful industry event in London on the 1st October to demonstrate the importance of data-driven advertising planning for consumers on multiple devices. Insights from the presentation will help you reach the Multi-Platform Majority as it outlines for the first time how unduplicated audiences in the UK balance their PC, Mobile and Tablet consumption.

Highlights:

• Total tablet audience in the UK is 12.8 million users
• The UK total digital population is 46.2 million users
• 69% of UK users access the internet with more than one device in a month
• Multi-Platform users consume 23% more content than PC-only users
• 86% of 25 – 34s no longer rely on PC internet access exclusively
• Mobile retail audiences grow by over 75% in the run up to Christmas, more so for Men
• Total audience uplift when adding mobile and tablet to PC varies by category (News 28%, Travel 41%, Maps 62% and Weather 77%)
• Peak browsing times across all devices: Banking 9am, Newspapers 12pm, Travel 9pm
• Under 24s are more than twice as likely to make travel transactions on portable devices than over 55s