UKOM Ipsos iris monthly data

Woman sitting with laptop and smartphone

Below you’ll find the most recently published UKOM endorsed Ipsos iris data (June 2022) 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.


Table Definitions
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, June 2022

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'

Ipsos iris insights

As the cost of living payment is rolled out this week, it is an area that continues to be top of mind. As people evaluate their financials we can see increased engagement with three of the largest price comparison websites:, and Moneysupermarket Group.

When looking at CACI’s Acorn segments on the UKOM endorsed Ipsos iris data, as expected, we see the average time per person spent by the Financially Stretched segment increase by 28% across the three sites. However, there are increases for other segments too as people search for better deals and re-evaluate spending habits. Comfortable Communities (av. mins pp, +34%) and Affluent Achievers (av. mins pp, +56%) both see big increases in time spent across these sites – indicating this latest crisis is widespread.

Festival goer

Three of the largest camping websites (, Millets and Mountain Warehouse) saw a surge in last minute browsing last week as British festival goers headed back to Glastonbury.

Female audiences contributed 88% of time spent, with (+780%), (+2745%), and (+204%) seeing significant increases week-on-week.

Festival goer

As the sun shone over the bank holiday weekend, people jetted off on their Easter holidays. On Good Friday (15 April) (+2185%), British Airways (+226%) and easyJet (+150%) all saw large increases in time spent on their website compared to the previous week.

People might have also started to plan their summer holidays. Online travel agents (+503%), loveholidays (+297%) and (+21%) saw week-on-week rises in engagement.

Some kept their focus closer to home as well. DIY/home improvement stores saw increases in engagement, as people may have spent the extra days off to revamp their home. These included: Dunelm (+80%), Wilko (+62%), Toolstation (+17%), Screwfix (+15%), and The Range (+10%), which had all seen increased engagement figures on Good Friday.

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