Explore our Digital Marketing Strategy and Planning Toolkit

New free worldwide digital media statistics reports starting with UK, US and Europe

Author's avatar By Dave Chaffey 25 Mar, 2013
Essential Essential topic

Nearly 1/3 of UK page views are now from Mobile and Tablets

Value: [rating=5]

Recommended link: Free comScore Digital Future in Focus Series

March 25th update:
A new update covering Europe plus individual reports on France, Germany with Spain to published shortly. Separate reports are also available on Canada and Brazil via the link above.

Research provided by comScore is one of key worldwide sources useful for marketers to help us find out about the changes in use of digital media by consumers. Unlike some of the other paid data service providers, comScore gives a good range and depth of free information, which is why we feature it in our online statistics top 10 sources search engine where we recommend checking their Press Releases page which has useful data about individual countries. comScore have a solid methodology based on consumer panels in each country and tagging of media owned and destination sites. You can read more about the methodology at the end of the downloads.

A summary of the key digital media statistics

I always look for actionable information in these type of reports that can be used to support a business case or new design initiative. In this report the actionable headline for me was this:

“Nearly 1/3 of UK page views are from Mobile and Tablets”

This graph shows the pattern across Europe

The report shows much lower levels of adoption in other European countries though - not even a fifth in most. So extrapolating UK behaviour to other countries would seem to be a mistake with the mobile figure still key.

The report also has useful summary of dayparts of different device behaviour, similar to others published.


Mobile was again the focus of the section on retail statistics. Audience growth rate is 80% + on mobile, but lower on grocer sites for obvious reasons.

The US report is in a different format and much more limited on depth of detail, but it does have this summary of overall Ecommerce sales across retail - growing steadily, but surprisingly small, showing opportunities for future growth.

Social media

There is also a social media section. I thought the most useful data here was the ranking which showed the importance of Tumblr, Pinterest and surprisingly DeviantArt?!

Search and other categories of media

This is a 70 page report, so I have only pulled out some of the most actionable info. Other areas such as search volume, search market share and display are also covered. These could be useful if you work in an agency, but I don’t summarise them here since there isn’t a dramatic change - Google still accounts for the vast majority (91%) with Bing at 4% and Yahoo! Search at 2%.

There is also a section of stats on “Silver Surfers” if that market is important to you.

Statistics for other countries?

If you’re not based in the UK, here is the planned rollout of these online media statistics to other countries. You will be able to access these from the URL above.

  • 2013 Mobile Future in Focus (February)
  • 2013 Canada Digital Future in Focus (March)
  • 2013 Brazil Digital Future in Focus (March)
  • 2013 Future in Focus – Le Digital en France (March)
  • 2013 Future in Focus – Digitales Deutschland (March)
  • 2013 Future in Focus – Mercado Digital en España (May)
  • 2013 Europe Digital Future in Focus (March)
  • Futuro Digital Latinoamérica 2013 (May)
Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.

Recommended Blog Posts