Earlier this month, Verto Analytics launched in the UK, with new insights on the UK’s digital consumer market. This week, we took a look at some of the biggest brands in the UK and identified a few key trends around user behavior and the growth of digital publishers.
Global Brands are Also Some of the UK’s Biggest Brands
Verto Analytics looked at the top 30 brands in the UK based on monthly users (among UK adults, ages 18+). The list includes many familiar global names: YouTube, Facebook, and Google, which each claim more than 40 million users per month, are all top-ranking brands, similar to the position they hold among U.S. consumers. Ecommerce and financial transaction brands are also important: Amazon, eBay, and Paypal all hold prominent places in the top 10.
And while global social media, search, and ecommerce brands are popular in the UK, we noticed some interesting trends when it comes to communication apps and locally-owned media companies and digital publishers.
WhatsApp is the UK’s Messaging App Brand of Choice
While several messaging properties made it onto the list, we see distinct consumer preference for WhatsApp, which has the highest stickiness rating of all messaging apps on our list (Verto’s stickiness compares daily users to monthly users to quantify the most engaged users). In the UK, the average user spends nearly three and a half hours with WhatsApp every month, spread across 154 sessions.
That’s a huge jump compared to user behavior with rival apps such as Skype or Facebook Messenger: in the UK, both apps have nearly comparable numbers of monthly users and identical reach. While Skype users spend far more time with the brand per month (averaging six hours monthly), their sessions tend to be longer and less frequent – perhaps an indicator of Skype’s prominence in enterprise environments, where it is often used to video conferencing and business calls. Facebook Messenger fares even worse: its users spend a mere 54 minutes per month with the brand.
UK Brands Dominate Media and Publishing
When it comes to the five British-owned brands on our list, there’s a clear trend towards media and digital publishing properties: the BBC and its news and sports brands are the highest-ranking, followed by Sky and the Mirror UK. The BBC’s main brand outranks Wikipedia, while BBC News outranks both MSN and Yahoo, emphasizing the importance of locally-owned media and publishing portals.
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