UKOM: Cost-of-living drives audiences to sustainable apps in December 2023

Feb 6th '24

UKOM’s Digital Market Review for December 2023 shows an increase in traffic to apps focused on sustainability.


Vinted – an online marketplace for buying, selling and exchanging new and used goods -has shown 59% growth YoY, and food waste app, OLio, had 5.7m visitors in December, up by 3.3m since September 2023.


The average time spent online per day in the UK was 3 hours, 47 minutes, with the majority spent on smartphones (3 hours, 8 minutes) and younger audiences, women and parents of young children spending the most time of all age groups.


Other key findings include:


  • M&S was the stand-out retailer in December. Its ‘12 days of M&S’ promotion attracted an average of five million visitors to the app each day, compared to only 1.8m on the days when it wasn’t running
  • Since Netflix clamped down on password sharing in May 2023, its monthly online audience has grown steadily from 16.9m to 18m in December
  • Amazon Prime Video’s audience was boosted by Premier League matches in December – the average daily audience on 5-7th (1.5m) and 26th-29th (1.3m) when Premier League games were shown was higher than on the non-football days (962k)
  • Total minutes online dropped by 15% on Christmas Day compared to the December daily average as fewer people use the internet – however, the decrease was only 6% among 18-24s


Download the full report for December 2023 here.


Source: Internet Advertising Bureau (IAB) UK


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