Wednesday, February 22, 2017
UKOM - Online Personals: Who kicks off the New Year looking for love?
The ‘Mobile Only’ Audience
Latest UKOM approved comScore data shows that in December 2016, three quarters (74%) of online adults are now multi-platform – that is they use both a laptop or desktop AND a mobile device – either a smartphone or tablet – to access the internet. The remainder access via either desktop only (16%) or mobile only (10%). The theory that large swathes of Britons are deserting the desktop in favour of mobile devices does not seem to stack up. comScore data over the last 2 years shows that desktop audiences and time online is flat. However, although most of the UK adult online population is not in a rush to abandon the desktop, the 4 million who are currently ‘mobile only’ is not an insignificant number.
UKOM Digital Market Overview - December 2016
74% of adults are multi-platform but this is lower among social class A, who are more likely to only use the desktop and social class E who are more likely to only use a mobile. 1 in 10 adults are now mobile only but this is higher among females (12%) than males (7%).
comScore: The State of Digital 2017
Please see also:
BI article: eHarmony is gearing up for a battle to win back millennials from Tinder and Bumble
From Alexa and SimilarWeb: 2017 worst year ever for the Online Dating Industry???
comScore: Desktop audience and engagement in Latin America continues to grow
How desktop consumption has evolved and remains relevant
Please do not mistake mobile with smartphone. Notebook with WiFi is a mobile device.