Each month the IAB produces a short summary of UKOM data shows the top 10 most visited websites and UK internet usage trends.
Chaired by an independent chairman, the UKOM board includes IAB and AOP representatives as well as observers from the IPA and ISBA – ensuring that agencies and advertisers are also represented in the decision making process. In addition to the board there is a UKOM technical group made up of representatives from IAB and AOP members that makes recommendations on technical research issues.
The current UKOM contract runs from 2010 - 2012 and uses data provided by Nielsen Online. Data is provided on a monthly basis and released on approximately the 10th of the following month. Data is available through the UKOM online interface or can be provided through established data interrogation tools such as Telmar and IMS. The data covers a broad range of activity based metrics - such as user numbers, number of visits and page views - and demographic data - including gender, age, region, social grade, working status and major life plans.
The IAB publishes a monthly summary of UKOM data featuring user numbers and demographics for the top 10 sites each month. More information about UKOM including methodology, governance and who uses the system is available at the UKOM website.
