The document summarizes data from the UKOM APS (Audience Planning System), which measures online audiences in the UK. Some key findings include: peak internet usage is between 4-6pm, with 75% of users active monthly. Over half of users engage with the internet over 28 times per month. The most reached categories are search engines like Google at 91% of active users. Facebook accounts for 17% of total time spent online. The top application is Windows Live Messenger with 36% of active users. There has been a 4 percentage point shift to connections speeds over 2Mb since January 2010.

1. The Online Media Landscape UKOM APS, March 2010

2. … Universe Trends Mar 2010: Digital Universe 46.9m aged 2+ Active Universe 39.8m aged 2+ Average 2880 pages/user Source: UKOM APS Jan-Mar 10; Nielsen Netview Apr 09-Dec 09

3. … Universe Profile Source: UKOM APS Mar 10

4. … Universe Profile Mar 2010: UKOM APS data is now weighted to ISBA region Source: UKOM APS Mar 10

5. … Usage by time of day Mar 2010: Peak usage 16:00-18:00 75% of users/month Lowest 04:00-05:00 8% of users/month Source: UKOM APS Mar 10

6. … Category use by time of day Source: UKOM APS Mar 10 COMMUNITIES NEWS INSTANT MESSAGING MUSIC

7. … Frequency of Internet use Mar 2010: Up to 7 sessions/month 25% 8-14 sessions 10% 15-28 sessions 13% Over 28 sessions 52% Source: UKOM APS Mar 10 10 20 30 40 50 60 70 80 90 100 Online sessions per month

8. … Top categories by reach Mar 2010: All search engines 36.1m users (91% of active users) Google Search 33.3m (84%) Source: UKOM APS Mar 10

9. … Top categories’ age/class map Source: UKOM APS Mar 10 More upmarket Younger average age n.b. Data illustrative of total audience profile, not of targetable audiences. Includes non-commercial properties

10. … Top brands by reach Mar 2010: Including use of Applications All Google 34.9m users (88% of active users) Source: UKOM APS Mar 10

11. … Top brands’ share of time online Mar 2010: ( incl use of Applications) Facebook 17% share of hours Top 20 brands 49% share Source: UKOM APS Mar 10

12. … Top applications by reach Mar 2010: Windows Live Messenger 14.3m users (36% of active users) Source: UKOM APS Mar 10

13. … Connection speeds Source: UKOM APS Mar 10 Mar 2010: Shift of 4 percentage points from <2Mb to >2Mb connection speed since Jan 2010