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Digital Video Viewing Begins to Plateau in the UK

Only double-digit growth ahead will be among seniors

The UK internet audience is close to full saturation and is not expected to grow significantly in the coming years. By now, most people who want to go online already do so, according to a new eMarketer report, “UK Internet Users: 2014 Complete eMarketer Forecast.”

Similarly, eMarketer expects increases in the social network user base to begin to plateau in the coming years.

Growth has also started to moderate among digital video viewers. Between 2013 and 2014, the number of digital video viewers will rise 5.7%, equating to 2.0 million additional people watching video over the internet at least monthly. This year, nearly three-quarters of the internet population will do so, a share that will barely budge by 2018.

The majority of growth will come from users on the oldest and youngest ends of the age spectrum, but as of this year, only the 65-and-older age group will post double-digit gains. By 2016, the absolute number of 18- to 24-year-olds watching digital video will actually begin to decline—due to overall shifts in population, not a decreasing penetration rate among that age group.

Users in the 25-to-34 age group will account for the largest portion of digital video viewers this year, making up nearly one in five viewers.

eMarketer expects the respective shares of the male and female digital video viewer audiences to be 52.2% and 47.8% in 2014. More than three-quarters of male internet users will watch digital video at least once per month, compared with 71.1% of female users.

eMarketer bases all of our forecasts on a multipronged approach that focuses on both worldwide and local trends in the economy, technology and population, along with company-, product-, country- and demographic-specific trends, and trends in specific consumer behaviors. We analyze quantitative and qualitative data from a variety of research firms, government agencies, media outlets and company reports, weighting each piece of information based on methodology and soundness.

In addition, every element of each eMarketer forecast fits within the larger matrix of all our forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of each forecast means those assumptions and framework are constantly updated to reflect new market developments and other trends.


The full report, “UK Internet Users: 2014 Complete eMarketer Forecast,” also answers these key questions:

  • What is the outlook for internet usage in the UK between 2014 and 2018?
  • How many people in the UK will use Facebook, Twitter and social networks in general?
  • How many UK internet users will consume video in the coming years?
  • What is driving growth of the UK internet, social network, Facebook, Twitter and digital video viewer user bases?
  • How do age and gender affect UK internet, social network, Facebook, Twitter and digital video viewing usage patterns?

This report is available to eMarketer corporate subscription clients only. eMarketer clients, log in and view the report now.

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