Ipsos iris insights
The Homes & Property category has seen a +11% increase in audience numbers between Q4 2022 and Q1 2023 – the largest increase of any of our digital categories!
Rightmove, the largest brand in this category, has seen a +16% increase over this period. Prospective homeowners earning between £20,000 – £49,000 were the audience most likely to visit the site more often, with an additional 1.2m of these people using Rightmove in the first quarter of 2023.
Did you know that women spend 50% longer accessing online gaming websites and apps each month compared to men?
Ipsos iris data shows that women spend an average of 10 hours and 24 minutes accessing online gaming every month, over three hours longer than the average for men, at 6 hours and 55 minutes. Women are also more likely to play games online at all, with 57% of women doing so, compared to 53% of men.
In February, our team noticed a couple of trends surrounding Valentine’s Day.
Travel plans were popular this Valentine’s, with the number of visitors to TUI’s website increasing +135% week-on-week. British Airways (+106%) and easyJet (+65%) also saw increases in the same time frame. But there was an even bigger uptick in the number of people seeking Valentine’s treats a little closer to home. Online traffic to Domino’s increased by +404% compared to the previous week, with JustEat (+94%) and Uber Eats (+76%).
Below you’ll find the most recently published UKOM endorsed Ipsos iris data (March 2023) from the UK’s top 20 online group properties. Online group properties are all the websites and apps owned by that company, e.g. “Alphabet” includes all the websites and apps owned by Google.
Information collected from the Ipsos iris panel is scaled up to be nationally representative and used to generate this data.
|Audience (000s)||Number of visitors to the group of websites in the month (in thousands)|
|Audience reach (%)||Percentage of all online users who visit the group of websites in the month|
|Total Minutes (MM)||Minutes spent on each website group by all visitors combined in the month (in millions)|
|Avg.Mins pp||Average number of minutes spent on the website group per visitor in a month|
|Page Views (MM)||Number of times the group of websites was viewed in total in the month (In millions)|
Source: Ipsos iris Online Audience Measurement Service, March 2023
Base - All aged 15+ years using PC/Laptop, smartphone or tablet device(s) in that month*
*NB Duration (Total Mins (MM) & Avg. Mins PP) not measured for websites or apps running in device background/'out of focus'