UK 18-24 Digital Whitespace Map™ Q1 2022

Cross-Channel
Facebook
TikTok
Twitch
Snapchat
YouTube
June 2, 2022
Sporting Goods & Outdoor

Measurement Methodology: Audience Attention

  1. Define the Audience. For this analysis, we look at the broad 18 - 24 year old audience in the United Kingdom.
  2. Measure the Audience’s Total Attention. Using a variety of marketing intelligence data sources, we measure the Total Number of Monthly Active App Users and Monthly Unique Site Visitors for the UK EPC audience over the course of the current calendar quarter. This represents the total digital Audience Attention for the purpose of this analysis.
  3. Measure Each Platform’s Share of the Attention. From the total number of Monthly Active App Users and Monthly Unique Site Visitors from the audience we determine which social platforms that activity took place on.
  4. Revisualize Into a Bar Chart for Analysis. For the purpose of this analysis a bar chart is more effective than a pie chart.

Measurement Methodology: Competitors’ Focus

  1. Define the Competitors. For this analysis, we look at 15 different players with the highest share of 18-24 y.o. audience in the UK (Magic Seaweed, Games Radar, Bouldering Bobat, Gamingbible and others).
  2. Measure the Competitors’ Total Focus. Using a variety of marketing intelligence data sources, we measure the Total Number of Video Views, Post Cadence, Social Audience Growth, and Social Engagement Volume from the competitors of your specific industry over the course of the current calendar quarter. This represents the total digital Competitors’ Focus for the purpose of this analysis.
  3. Measure Each Platform’s Share of the Focus. From the total number of Video Views, Post Cadence, Social Audience Growth, and Social Engagement Volume from the competitors we determine which social platforms that activity took place on.
  4. Overlay onto the Audience Attention Bar Chart for analysis. For the purpose of this analysis a bar chart is more effective than a pie chart. We overlay the Competitors’ Focus bar chart over the Audience Attention bar chart to determine whitespace opportunities.

Key Takeaways

In Q1 2022, the UK Entry Point Consumers’ Audience Attention was the highest on YouTube, followed by Facebook and Instagram.

*Composite metric consists of Monthly Active App Users (Google Play) and Monthly Unique Site Visitors

However, Competitors’ Focus for brands was highest on Instagram.

There is whitespace opportunity on YouTube, TikTok, Snapchat, and Twitch where there is high Audience Attention and low Competitor Focus.

Instagram and Twitter are oversaturated platforms with high Competitor Focus and low Audience Attention.

Audience Attention grew on YouTube and TikTok by +2 percent points (pp) this quarter. 

Audience Attention shrank this quarter by -1pp on Facebook, Pinterest, Snapchat and Twitch.

Competitor Focus grew on Facebook and TikTok.

Competitor Focus shrank this quarter on Instagram and Twitter.

Competitors are currently not active on Pinterest, Snapchat, Reddit and Twitch.

Competitors are not active on Pinterest, reddit and Twitch while Snapchat data is currently unavailable

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